Service Design uses a concept called the stage theory, which consists of the front and back stages. The front stage is what customers can see, and the back stage is responsible for creating the front stage. The back stage is crucial, because it's not visible but affects the entire customer experience. The quality of the back stage frames and shapes the front stage.

Designers have a lot of influence over the front stage and can be involved in the back stage. Other factors also play a crucial role in Service Design:

• finance,
• legal policies,
• regulations,
• organizational structure,
• culture,
• politics and other intangible factors

These factors don't always get the same attention and design thinking as the front and back stages. But they can affect the Service Design. Business people are responsible for constructing and maintaining them. But they aren't always designed along with the other two stages.

In Service Design thinking, understanding the role of these factors is crucial. They dictate what we can and can't do on the front and back stages. They're connected to the front stage, and back stage, and build on each other. By bringing these together we can create a successful service design.

Qualitative research is key to understanding customer needs

Research is critical for us to understand customers' needs, likes, and day-to-day experiences. These will influence which companies and organizations users engage with or avoid because of bad experiences. Studying customers' interactions with the front stage can help us build the back stage to meet their needs.

Services are more complex than they may seem

Online shopping seems simple to customers, but the reality is that it's a complex action. It involves various teams and departments from the moment a customer clicks the “buy” button. This can include the logistics team, customer service team, and technology team, among others.

The convenience of online shopping has changed the way we buy. With just a few clicks, we can order products and get them delivered right to our doorstep. We can even leave reviews or return items, shaping our future purchases.

This is why online shopping has become a preferred model for many product and service designs. Companies want to be the next “Amazon of grocery delivery,” or the “Netflix of fitness videos.”

However, the reality of the online shopping process is far from simple. It's a complex action that even many Product Managers may not fully understand. A series of processes begin once a customer clicks the “buy” button. They all involve different teams and departments within the organization.

These teams include:

• The logistics team: they move products from warehouses to sorting facilities and to the customer's doorstep.
• The customer service team: they're available to address concerns or answer questions.
• The technology team: they maintain the website and mobile app, among others.

All departments need to work together for Amazon to fill orders. Every team plays a role in sending orders out on time and in good condition. Any breakdown in communication or misstep in the process could result in delays, errors, or unhappy customers. Collaboration is key to fulfilling an online order. All teams involved need to work together to provide an exceptional customer experience.

Front stage and back stage harmony build trust

Great customer experiences rely on how well the front and back stages work together. We've all had experiences with a business that left us feeling frustrated or disappointed. And we've all had experiences that exceeded our expectations. So, what sets these experiences apart?

It's important there isn't a disconnect between what a business promises its customers and what happens behind the scenes. It can lead to a poor customer experience. Let's say an online store offers fast shipping and a hassle-free return policy but doesn't deliver on those promises. It'll disappoint customers, and they may not return.

But when a business's front stage and back stage work in harmony, you get an experience that exceeds expectations. The Apple Store is a prime example of this. It starts right from the moment a customer steps into an Apple Store. They see a clean, organized layout and employees who know their stuff and are eager to help. Apple designs its products to work together. It's easy for customers to switch between devices and get the most out of their purchases.

Behind the scenes, Apple's operations are also impressive. Their supply chain is well-managed, ensuring products are available for purchase. Employees get thorough training, which leads to great customer service. The result is a front stage and back stage that work together. It delivers a customer experience that's unmatched.

So, why is front stage and back stage harmony so essential for great customer experiences?

1. It builds trust between the business and its customers. When a business follows through on its promises, customers feel confident that they can rely on it.
2. Consistency matters. Customers want to know what to expect from their interactions with the business.
3. Consistent and great experiences lead to customer loyalty. Customers will back the business and recommend them to others.