병원 브랜드의 고객 경험 관리를 위한 디자인 제안

According to the emphasis on a satisfactory customer experience as a key element that has an impact on hospital competitiveness, the necessity of customer experience management is being stressed. Hence, the purpose of this study is to enhance the customer satisfaction and to secure the loyal customers through the design proposal available for upgrading a customer’s hospital brand experience and for realizing a better value experience by proceeding with a research on the hospital customer experience management. In terms of a research method, the theoretical consideration on customer experience management was applied the domestic and foreign literature review and the advanced D/B search. The empirical research was developed focusing on each contact point so that the customer experience of hospital brand can be reflected henceforth in the hospital brand experience management design such as a plan, a customer journey by customer contact point, a customer experience improvement checklist, etc. The applicable design guideline to customer contact point was suggested after inquiring into the improvement items by dividing customer journey into 9 stages depending on customer contact point for the hospital brand customer experience management and by forming each item and improvement checklist. A specific management measure needs to be sought from various points of view centering on the improvement items for the hospital customer experience management. The design for customer experience management should, first, provide the easy and succinct customized content enough for customers to understand, second, offer design in a consistent and originative visual system, and third, implement the standardized communication that delivers the sustainable experience. This study has its significance as a basic research with respect to having proposed the design capable of creating the experimental value desired by customers based on contact point through providing a frame of customer journey as per each contact point and through reflecting the improvement items and needs.