부산대학교 도서관

This paper uses grounded theory to establish an initial experience-centric smart omnichannel platform for the hairdressing industry. ‘The Superior Customer Experience Design Plan based on reverse-engineering negative peak–end experiences’ is proposed that combines multiple theories of behaviour design, service design, information system management, and psychology to address complex customer experience issues across various disciplines and fields. Abstractions of customer experience are concretised in a service journey design through a set of cohesive and systematic approaches. The experience-centric smart omnichannel platform has three system centres to address two customer pain points, which are recognised and broken down into seven moments of truth and nine peak and end moments, and provides the hairdressing industry with the fundamentals of digital innovation. The three system centres in the smart omnichannel platform—namely a smart hairstyle recommendation system, a ritual gamification system, and a smart omnichannel system—enable hairdressing companies to implement the seamless experience-centric smart omnichannel platform during design for each customer on the basis of thematic cohesion, consistency, and contextual sensitivity among all touchpoints. Through this platform, hairdressing companies can orchestrate memorable and ‘EPIC’ moments to enhance customer experience.