Frontstage actions are the interactions between the customer and the employees who are delivering the service. This section focuses on the activities that are visible to the customer. For example, a server taking a food order at a restaurant to a bank teller helping a customer open a new account.

Mapping out these frontstage actions can offer a better understanding of the customer experience and identify areas where improvements can be made. For example, let's say customers frequently complain about long wait times to speak with a customer service representative. In this case, the organization may need to increase its staffing levels to improve response times.