The management of physical evidence is an absolutely vital segment of the strategy of the organization. It influences both the employees as well as the customers. The guidelines for framing physical evidence are as follows:
1. Identify the Strategic Requirement of Physical Evidence: The physical evidence strategy should be aligned with the missions and goals of the organization.
The goals of the organization should be articulated properly so that the physical evidence captures the same in its execution.
A firm’s vision normally lays down its long-term objectives. The physical evidence also entails a great deal of cost. It is, therefore, necessary that the two should be synchronized for reaping maximum benefits.
2. Decide the Kind of Physical Evidence Required: Before actually executing the service landscape, it is necessary to visualize what kind of Physical evidence is required by the organization and also the service marketing strategy that is to be employed.
The blueprinting should be done only when a complete understanding of the service design, equipment, layout, people, and other factors is obtained.
3. Clarify Roles of Employees and Customers in the Servicescape: The roles of the employees and the customers need to be clearly laid down in the service blueprint.
This also requires that the decision-making points and centers be clearly identified and tagged.
4. Identify and Assess Physical Evidence Opportunities: All service organizations need to constantly look for opportunities to improve physical evidence since it plays such an important role in shaping consumer perceptions.
They need to understand what the perceptions of the consumers are for the physical evidence. They should analyze whether there are any opportunities that are being missed in the current paradigm. Firms should evaluate such questions on a frequent basis.
5. Update and Modernise Evidence: The elements of the physical evidence need to be constantly modernized and upgraded.
The organizations need to make the design contemporary and this can be done only when they know the demands of the market.
By being more adaptable, organizations can meet the needs of the customers more effectively than other market players.