Physical evidence can be provided to consumers in many ways. Some of these are as follows:
1. Recognise the Strategic Impact of Physical Evidence: The physical evidence plays a big role in shaping the perceptions and the attitudes of the consumers.
In the case of many firms, the first step towards providing physical evidence is recognizing the need and impact of it on customers and the service delivery process.
They then take steps to examine the potential of the physical evidence and make a strategic plan. It is therefore very essential that the physical evidence be a part of the strategic vision and mission of the company.
2. Map the Physical Evidence of Service: The next critical step is to map the various elements of the service. The existing elements of physical evidence and service process should be visible to everyone.
This can be done effectively by employing the tool of service blueprint or service map. The service blueprint has many advantages.
One of the main advantages that it confers is that it allows the service firm to capture the many physical evidence opportunities. The people, process, and physical evidence can be very clearly visualized in the service blueprint.
3. Assess and Identify Physical Evidence Opportunities: After identifying the various types of physical evidence in the service paradigm, the next step is to look for scope for improvement in the various service elements.
It is important to look for missed opportunities in the current service design.
For example, the blueprint may show to the organization that very little of the physical evidence is visible to the consumers.
The organization can thus devise a strategy for making more elements of the physical evidence visible to the consumer so that the efficiency of the service is improved.
4. Be Prepared to Update and Modernise the Evidence: It has been seen that the service specifications for physical evidence need to be constantly modernized and upgraded.
This is also an outcome of fashion and colors, styles, and combinations need to be periodically changed so that different messages can be relayed to the target consumers.
5. Work Cross-Functionally: The communication or relaying of the organizational messages to the target segment is a very important aspect of marketing.
The messages should be consistent and all the physical evidence should be present in such a manner that the message that is relayed to the consumer is consistent.
This also means that the different departments in the organization need to work in a cohesive and synchronized manner.