Once an organization that is developing a physical evidence strategy has recognized the strategic impact of physical evidence, it must next:

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Once an organization recognizes the strategic impact of physical evidence, it should blueprint the physical evidence of service. This involves identifying all the tangible elements that form part of the service experience and arranging them in a logical and meaningful way. It helps to ensure that the physical environment is consistent with the desired customer experience and communicates the desired brand image. Updating and modernizing physical evidence, clarifying tactical roles of the servicescape, creating cross-functional work teams, and mapping service encounter points are also important steps in developing a physical evidence strategy, but they come after the blueprinting stage.

Once an Organization That Is Developing a Physical Evidence Strategy