Discover the Vocabulary of Service Modeling
In the realm of service design, the concepts of 'frontstage' and 'backstage' play a pivotal role in visualizing and managing the delivery process of services. These terms, originally derived from the theatrical metaphor coined by Erving Goffman, represent the visible and public aspects (frontstage) and the hidden and private areas (backstage) of a service [1][3].
### The Frontstage: Shaping Customer Interactions
The frontstage refers to the visible aspects of a service that customers directly engage with. This encompasses customer-facing employees, physical environments, digital interfaces, and any other visible elements that shape the customer experience [1][3]. The frontstage is essential because it directly influences customer perceptions and satisfaction. It is where the service is delivered, and customers form their opinions about the service quality [1].
### The Backstage: Ensuring Efficient Service Delivery
The backstage consists of the behind-the-scenes activities, processes, and systems that support the frontstage elements. This includes employee training, technology infrastructure, operational procedures, and other invisible processes that ensure the smooth delivery of the service [1][3]. The backstage is vital as it ensures that the frontstage operates efficiently. It involves all the preparations and support systems necessary for delivering a high-quality service [1].
### Practical Applications in Service Design
1. **Customer Support Service**: A customer calls a support hotline and interacts with a customer service representative. The representative provides solutions and answers questions, which is the visible part of the service. Behind the scenes, the representative uses a CRM system to access customer information and troubleshoot issues, and there are internal processes like training programs and quality control checks to ensure that the service is delivered effectively.
2. **Retail Store Experience**: Customers visit a retail store and interact with sales staff. The store's layout, product displays, and staff behavior are all part of the frontstage experience. In the background, inventory management, supply chain logistics, employee training programs, and store maintenance are all backstage processes that support the frontstage experience.
3. **Digital Banking Service**: Customers use a mobile banking app to manage their accounts and perform transactions. The app's user interface and functionality are the visible aspects. Behind the scenes, the app is supported by backend systems that handle transactions securely, manage user data, and ensure compliance with financial regulations. These systems are invisible to customers but crucial for the service.
By considering both the frontstage and backstage, service designers can ensure that all aspects of a service are aligned to deliver a high-quality customer experience.
For those interested in learning more about service design, resources are available from the Interaction Design Foundation. These resources cover various aspects of service design, including the front and backstage, and are freely available under CC BY-SA 3.0. The foundation also offers insights into service design best practices and provides images related to service design.
[1] Interaction Design Foundation. (n.d.). Service design. Retrieved from https://www.interaction-design.org/literature/book/this-is-service-design-doing [3] Goffman, E. (1959). The presentation of self in everyday life. Anchor Books.
- To optimize the effectiveness of User Experience (UX) design in a digital banking service, it's crucial to consider both the visible aspects of the app's interface and the invisible backend systems that support secure transactions and compliance with financial regulations.
- By combining service design principles with knowledge from education-and-self-development resources such as the Interaction Design Foundation, individuals can learn to create seamless interactions that align the visible frontstage (customer-facing aspects) with the backstage (supporting processes) in service design, impacting lifestyle and technology greatly.
- Incorporating service design methods, including the management of frontstage and backstage elements, can transform various sectors, such as retail stores, education, and healthcare, enhancing the quality of services delivered and shaping user experiences to better align with modern lifestyle expectations.
