It involves how your business runs, how the service is delivered, how the product is packaged, how your
customers move down the sales funnel, checkout, shipping, delivery, etc. Essentially the process
describes the series of actions or the fundamental elements that are involved in delivering the product
or service to the customer.
Physical evidence means more than just proof of purchase. Whilst it does include this important aspect,
physical evidence also encompasses the overall existence of your brand. Think website, branding, social
media, the logo on your building, your store’s decor, the packaging of your products and the post-
purchase thank you email. All of these elements offer your customer the physical evidence they need to
be certain that your business is viable, reliable and legitimate.
