Crafting end-to-end services that are frictionless, cohesive and designed from the customer point of view
One play on different stages
The core principle of service design is that we have two stages, the frontstage and the backstage. The frontstage is what the customer sees and interacts with. The backstage is where processes live that can impact the play of the frontstage.
The front stage is a product of, and constrained by, the health and effectiveness of the backstage. Seeing and interaction layer that includes channels, products, actors, touchpoint, interfaces, interactions.
Backstage is not visible, but it is felt. Includes processes, policies, actors, systems, technology, infrastructure. When backstage problems occur, they usually resonate on the front stage. It can show as poor service, customer frustration, and inconsistent customer service. Streamlining backstage processes improves the employees’ experience, which, in turn, allows them to create a better user experience for the customers.