The service activities in which there is no direct exchange with customers are referred to as back office. For example, the internal review of applications or inquiries lies in the back office of an organization.

see: Front Office

Brands communicate at every single brand touchpoint. This also applies to all service touchpoints. From the customer's point of view, every interaction with apps, websites, telephone portals, and forms is an interface to the brand. Even a personal conversation with a call agent is perceived as representative of the entire company. Accordingly, it is important to ensure brand-compliant language and tone at all service touchpoints.