Service excellence isn’t built on technology alone but rather every touch point, especially the ones you’re not paying attention to.

The other day, I accompanied a friend of Lebanese origin to make inquiries about the CIM course at a leading Professional Training Organization in Uganda. Simple task. But what happened at the gate revealed a bigger truth about how organizations shape or break user experience.

At the entrance, the security guard stopped us. No clear reason. No polite welcome. Just resistance. After several attempts and with cars piling up behind us, he finally let us through. By then, the mood had shifted.

What’s interesting is that we had already visited another training provider that same morning. There, the experience at the entry point was smooth, warm, and effortless. We could have easily turned around and at the gate. But my friend wanted to explore all options before deciding.

Once inside, the experience flipped.
A gentleman patiently explained the CIM course in great detail including course structure, benefits, cost, duration, and even how it can lead to exemptions for a Master’s in Marketing. The difference was night and day. The Lebanese friend was ready to enroll on the spot.

And yet… the bad entrance experience lingered.

That moment at the gate represented something bigger:
👉 Service experiences are not just about the core service delivery.
👉 They’re shaped by every layer even those that seem invisible or “back-end.”

This raises a few important questions for any organization:

• Is service experience only about technology?

• Shouldn’t organizations map entire user journeys, including frontline and support functions?

• Shouldn’t we look at service through a systems lens, where everyone plays a role in shaping it?

• Does your security team, receptionist, or call center understand your mission, services, and values?

• Do they know enough to facilitate, not frustrate, a potential client’s experience?

In many institutions, frontline staff (like security or reception) are treated as outsourced functions. But to the user, they’re part of the organization. In fact, they are the first brand ambassadors  often making or breaking the experience before a product, service, or classroom is even seen.

Imagine if the security guard had:

• Greeted us warmly,

• Quickly verified what we were there for, and

• Directed us to the right person with a smile.

The story would have ended differently.

This is why Service Experience Design is not just about building better interfaces or systems. It’s about aligning people, processes, and technology around a clear understanding of user journeys.

Organizations that excel at service don’t leave this to chance. They:
✅ Map user journeys end-to-end.
✅ Empower everyone at each touchpoint with the right knowledge and attitude.
✅ Align their back-end processes to support the front line.
✅ See experience as an ecosystem and not a department.

Your security guard, receptionist, or call center agent might never deliver the service itself. But they can shape whether the customer ever reaches it.

The lesson?
Your service experience begins long before the “service” itself.

Ask yourself:

• Who are your invisible gatekeepers?

• What training and context do they have?

• Do they reflect your brand promise?

• If not, what’s that costing you?

QoDesign Dynamics helps organizations design holistic service experiences; where every layer counts – see our Service Design bouquet of services