Learnings and tools for customer experience design
Journey Mapping Smaply

Analyzing backstage processes

6. October 2016

Analyzing backstage processes

Illustrating backstage processes helps you to understand what is happening behind the scenes.

Backstage lanes show internal activities that are not, or only partly, visible to the customer. These internal activities are however crucial to deliver the service. They also illustrate the resources an organization needs to invest to maintain a certain quality of service.

Hence, illustrating backstage processes helps you to visualize which other processes are triggered by a customer’s step – it’s like including a service blueprint.

Let’s think of a classic example and assume the following situation. A customer arrives at a hotel and goes to the reception. She wants to know if there are any free rooms left for her and her significant other. The employee at the reception has a look at the room database and sees that there are two double rooms left. The customer accepts the offer and the reception makes the booking. The customer also wants to have dinner at the hotel and reserves a table for four.

This case would result in the following very simple service blueprint. Each column describes a step of the customer journey, each line illustrates a specific stakeholder and the action they take.

Step
 /
Stakeholder
Asks for roomBookingReserves table for dinner
Reception– looks up room
– offers 2 double rooms
– books room
– forwards information to room service
– forwards information to restaurant
Room service– prepares room
Restaurant– includes 4 people into calculations for dinner
IT system– provides room system– provides room system– provides restaurant system

In the end, it’s not the goal of a customer journey map to describe each single action that happens backstage. It should not become a very specific flowchart with detailed description of every little happening. However it can be useful to gain a rough idea of what parties are involved, how they are involved, and if their activities result increase or decrease customer satisfaction. E.g., what stakeholders are acting as bottle necks, resulting in extensive waiting times; or what stakeholders motivate customers to proceed on their journey or reuse a product.

Find an example of a full journey map including backstage processes here. The journey map is shared through Smaply’s sharing function.

Katharina takes care of marketing and communications at More than Metrics. With her background in business and psychology she loves both logical as well as empathic thinking.
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