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Creating Value By Using the Front Stage/Back Stage Model

February 17, 2020 / by Ben Cohen, FSA, MAAA

If you’ve ever attended a Broadway show or play, you may have noticed how in tune the stage actors must be with the backstage crew. No matter how precise the choreography might be, if the lighting team or stage director missed a cue, the timing of an entire number could be thrown off course. 

This isn’t unlike what businesses have to do to provide a superior experience for customers. Every company has a “Front Stage,” which is what prospects and clients see and experience, and a “Back Stage,” which are the processes that support what your audience sees on the Front Stage. The best companies deliver “magic” to their customers on their Front Stage, while keeping what goes on in the Back Stage a mystery.

Let’s take a closer look at how we can tap into the Front Stage and Back Stage of our business to facilitate growth and customer satisfaction.

Creating Value on the Front Stage

The Front Stage is all about your customer and providing a unique experience. This means making sure every interaction your prospects and clients have with your company stands out and is in line with your brand. From your website to your office decor, every detail matters and should be considered an opportunity to add value to your customer experience.

Your business’s Front Stage revolves around these three key factors:

Unique Experience

When your clients and prospects interact with your business, does the experience you offer stand out? Companies with a valuable Front Stage are memorable, and clients want to “see the show” again and again.


Does your website, logo, and even your conference collateral align with who you are as a company? Don’t be afraid to make an investment in how your company is packaged to clients and prospects. 


Make sure your relationships with your network align with the “Front Stage” image you want to convey. Keep your clients and prospects in mind and focus on providing creative solutions to their problems. 

This can seem daunting at first, but it’s important to put yourself in your customers’ shoes and examine every potential interaction they can have with your company. Look at everything that happens on the Front Stage and look for opportunities to improve that experience. Once you have a plan in place, make sure everyone on your team is on the same page providing the same service to everyone your company comes into contact with.

Develop a Solid Foundation on the Back Stage

We spend a lot of time thinking about how to provide an excellent customer experience on the Front Stage, but our success equally depends on continual growth and improvement on the Back Stage. Like with any play, the show isn’t a success unless the costumes, lighting, and sound are on point. 

There are three areas we must focus on to make sure our company’s Back Stage is thriving:


Make sure your employees are put in a position to be successful and that they have the drive to continually get better. The more your Back Stage team flourishes in their roles, the stronger your Front Stage will appear.


Your employees must work together as a team to make sure everything on the Back Stage runs smoothly. Like any “stage crew,” this means they must value each other’s roles and trust that each person will do their work well. When your team is collaborating and communicating well, clients will see a well-oiled machine on the Front Stage.


Staying flexible and making sure everyone is on the same page is another key aspect of the Back Stage. All team members should understand their role and how their capabilities fit into the overall goals of your company. The more your internal teams coordinate with one another, the better your customers’ Front Stage experience will be.

Will you examine your company’s Front Stage and Back Stage experience? Let us know!

Thanks to Chad Johnson, our entrepreneurial coach, at strategiccoach.com.

Ben Cohen began attending the Strategic Coach entrepreneurial seminar in 2016. In this business coaching program, entrepreneurs meet quarterly to review course materials with the goal of developing their businesses into self managing companies, ultimately improving the quality of time spent both in their business and personal life.


Topics: Insights

Ben Cohen, FSA, MAAA

Written by Ben Cohen, FSA, MAAA

Ben serves as Wakely Actuarial’s President & Consulting Actuary. He joined Wakely in 2002 and enjoys the variety in the day-to-day of his current role.

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