The Backbone™ is a visual experience management system that connects the customer's experience with the organisational conditions that create it. A design and mapping system layered with organisational enablers and a structured improvement cycle, so use it to define, deliver, and continuously improve your service's Gold Standards. It's for Service designers, CX leaders, operations teams, product managers, and anyone responsible for designing or governing a service experience.
Step 1: Define your Gold Standards Design the optimal experience for your service (new or existing) and agree owners to each component. Step 1: Create the optimal experience
Step 2: Tag owners
USE CASE 2: Measure, trace & improve Measure against performance data, trace pain points to owners, and align teams around SMART improvement plans, with clear ownership quarterly progress reviews.
Step 3: Identify opportunities
Step 4: Prioritise
Step 5: Improvement plans
Step 6: Continuous improvement
Tip: The Backbone™ is not a one-off mapping exercise. Its real power emerges when you use it as a living management system — revisiting it with fresh data each quarter to drive accountability and measurable improvement.
