Inside Strategic Coach Podcast - Front Stage and Backstage

Introduction

• Hosts: Shannon Waller and Dan Sullivan
• Topic: Using the front stage and backstage metaphor in entrepreneurial business
• Inspiration: Theater experiences and how they apply to business organization

Front Stage and Backstage Defined

• Front Stage:
  • What customers see and experience; the “performance” aspect
  • Directly impacts customer satisfaction and value perception
  • Example: Disney World’s emphasis on separating characters’ appearances from backstage activities
• Back Stage:
  • Behind-the-scenes activities that support the front stage
  • Crucial for ensuring quality front stage experiences
  • Example: Disney World’s underground tunnels for employee movement

Importance of Distinction

• Clear separation prevents devaluation of the customer experience
• Example: Disney lawsuit over Mickey Mouse character seen off-duty by a child
• Backstage efforts often involve more people and work than visible on the front stage

Enhancing the Customer Experience

• High-level presentation like Disney World or other first-class establishments
• Details matter:
  • Personalized napkins, clean restrooms, sound environment, etc.
  • Quality control of visible elements (e.g., no worn-out rugs or broken signs)
• Consistency in appearance and atmosphere across all customer touchpoints

Managing the Backstage Team

• Even backstage teams should be prepared for potential front stage interaction
  • Example: Strategic Coach's policy for staff to dress appropriately on workshop days
• Backstage negligence can ruin customer perception
  • Example: A 5-star hotel leaving utility doors open

Front Stage-Centric Business Ethics

• Public figures should maintain a clear distinction between their professional and personal beliefs
  • Example: Actors and athletes' public political statements can harm their public image
• Organizations must avoid letting backstage issues affect customer experiences
  • Example: Airlines transferring their operational issues onto customers

Front Stage, Backstage, and Customer Perception

• How customers perceive and trust a business based on front stage interactions
  • Example: A cluttered accountant’s office affecting client trust
• Importance of maintaining a dedicated, orderly space for customer interactions

Action Steps for Businesses

• Identify all customer contact points and ensure consistent quality
• Reverse engineering: view the experience from the customer’s perspective
• Consistency in all aspects of contact, from personalized interactions to professional appearance
• Look at successful models (e.g., Amazon) for consistency in service

Final Insights

• Importance of visual cues and their growing significance in business presentation
• Modern consumer education through visual media increases sensitivity to presentation quality
• Businesses should continuously improve to meet evolving customer expectations
• Key Takeaway: Consistently ensure that the front stage experience is supported by a well-managed and neat backstage

Conclusion

• In the 21st century, first impressions and consistent quality are paramount
• Organizations must consciously present the best possible image to maintain customer trust and satisfaction
• Quotes: “You will be judged whether you want to give any thought to this or not, and if you don’t give any thought to it, you will be judged badly.”