Adapted from Reimagining CX with Self-Service: A Conversation with Border States
Implementing new digital capabilities is only half the battle. Getting teams and customers to use them determines real success. Adoption can be challenging in B2B environments, where ecommerce and self-service tools are sometimes viewed as a threat rather than an opportunity. Overcoming resistance requires clear communication, internal alignment, and targeted customer outreach.
Addressing Internal Resistance
Employees may see digital initiatives as a disruption to established workflows or worry that automation affects their roles. Transparency helps change these perceptions. Sharing the purpose behind the transformation, highlighting benefits for the organization and employees, and celebrating early wins reduces skepticism. Frequent, structured communication like quarterly updates, success stories, and performance highlights show tangible progress and reinforce the initiative’s value.
Engaging Customers Directly
Driving adoption also requires guiding customers. Direct messaging through email campaigns and marketing automation introduces new features, demonstrates benefits, and provides usage tips. Highlighting capabilities like online bill pay, re-order points, or real-time material tracking helps customers see how the tools make their work easier.
Measuring Impact Through Communication
Border States, a wholesale electrical distributor advancing its self-service strategy, effectively applied these strategies. Combining internal messaging with targeted customer campaigns increased engagement and produced measurable results. Adoption of online bill pay grew by 30% through consistent communication and educational outreach.
Key Takeaways for Driving Adoption
- Be transparent: Explain why change is happening and how it benefits employees and customers.
- Celebrate wins: Share early successes to build confidence and momentum.
- Provide guidance: Educate customers on new capabilities with practical examples.
- Measure and iterate: Track adoption metrics and adjust campaigns based on results to maintain engagement.
Driving adoption relies on communication and perception as much as technology. Organizations that address resistance and provide clear guidance achieve higher engagement, stronger ROI, and sustained digital transformation success.
Want to see these strategies in action?
Watch the on-demand webinar to learn how Border States implemented a self-service strategy that improved customer experience while saving millions annually through cost deflection and efficiency.