Back Stage Action
A back stage action refers to any action that is carried out by the service provider behind the scenes, away from the view of the customer. These actions are intentionally kept invisible to the customer, as they are meant to support and enhance the overall customer experience.
The purpose of back stage actions is to facilitate and enable the smooth execution of front stage actions, which are the visible interactions between the customer and the service provider. Back stage actions often play a crucial role in creating positive "moments of truth" for the customer, particularly when they involve elements of automation or self-service.
It is important to note that back stage actions should not be directly driven by customer interactions. Instead, they are driven by the provider's internal processes and resources. These actions require specialized skills and expertise, and are always described from the perspective of the service provider, both in detailed narratives and in concise summaries.
To provide a clearer understanding, here are some simple examples of back stage actions:
- Cleaning a guest room: This action is performed by the hotel staff behind the scenes to ensure that the room is tidy and ready for the next guest.
- Printing and distributing scheduled account statements: Banks and financial institutions carry out this action to generate and send account statements to their customers, without the customers being directly involved in the process.
- Checking account profiles for preferences: Service providers often review customer preferences and settings in the back stage to personalize the customer experience and cater to their specific needs.
- Allocating preferred seating based on status: Airlines and other transportation companies may assign preferred seating to customers based on their loyalty status or other criteria, which is done behind the scenes to streamline the boarding process.
In summary, back stage actions are essential components of service delivery that occur behind the scenes, supporting front stage actions and contributing to positive customer experiences. They require specialized skills, resources, and are always approached from the perspective of the service provider.