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What is the Difference Between Customer-Fronting Processes and Business-Fronting Processes?

A customer-facing process is one that customers experience when doing business with a company, such as the website interface or product marketing strategies. On the other hand, business-facing processes are those behind the scenes which may not be visible to customers but still essential for an enterprise’s success.

Business processes are the sequence of tasks or activities that lead to the desired output. They should be purposeful, precise and in line with business objectives.

Some business processes are handled internally, while others might be outsourced to a third-party vendor. Examples of outsourced business processes include payroll and HR.

Re-engineering and Modeling

Business processes are essential elements of organizational management. They give companies a comprehensive view of their operations, enabling teams to measure progress against key objectives with increased accuracy. This visibility enhances operational responsiveness while speeding decision making.

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Many business processes involve planning and analysis, such as budgeting and forecasting. These functions are commonly referred to as “business-facing,” since they aim to meet internal demands while also making sure processes run efficiently and cost effectively.

For instance, a business may use business planning and analysis to determine what materials are necessary for production or estimate how long a project will take. While this is primarily an internal function, customer expectations also play a major role in this process.

Customer service, on the other hand, is a customer-facing function that must meet customers’ needs while being both effective and efficient. To accomplish this goal, customer service teams often rely on scripted scenarios to instruct employees how to respond in certain scenarios or they are given autonomy to deliver tailored service.

Measuring Customer Satisfaction

To measure customer satisfaction, companies should utilize surveys that are non-intrusive and ask questions about the customer experience. There are various ways of doing this such as follow-up surveys or web intercept surveys which pop up on a page and ask about customers’ interactions with the company.

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Companies can utilize feedback and analytics to monitor customer satisfaction trends and pinpoint areas for improvement. After making these adjustments, companies can further enhance the customer experience.

Depending on the industry and size of a business, businesses can utilize various metrics to gauge customer satisfaction. The most commonly used are customer satisfaction score (CSAT) and customer effort score (CES), both measured from 1-10. Additionally, more complex measures exist which monitor an individual customer’s experience overall.