Stage design (front office, back office, production support)
Designing a service: a seven-step method

At several points, customers will interact with the front office. These moments are documented (1), (2) and (3) in the first diagram at certain points in the realization process. During these moments, elementary services must be staged to define the realization process in a homogeneous and unified way. The simplest way to do this is to adopt the three classic rules of unity:

• Unity of location (the form of contact). The nature, circumstances and degree of personalization of the contact (behavior, language) must be thought out and prepared. Take, for example, the contact between staff at a theme park.

• The unit of time (duration of contact). Customers are extremely sensitive to the speed of service delivery: punctuality, turnaround time, responsiveness in the event of complications, and so on.

...