Adapted from Reimaging CX with Self-Service: A Conversation with Border States
Digital transformation can’t happen in silos. Success depends on aligning leadership and internal teams around a shared vision, and that alignment is often harder than implementing the technology itself. Building buy-in goes beyond building a financial case, it takes a strategy rooted in customer insights and communicated in ways that resonate across the organization.
Lead with the Voice of the Customer
Customer experience initiatives succeed when they start with the customer. That means going beyond assumptions and validating priorities through data. Surveys, journey mapping, and persona development reveal pain points that directly impact satisfaction and loyalty. Sharing real customer feedback internally can be a powerful motivator, helping teams connect their work to the customer outcomes that matter most.
Prioritize and Involve the Right Voices
One of the first challenges is deciding where to focus. Organizations often see dozens of potential improvements, but tackling everything at once can stall progress. Successful teams identify the initiatives with the biggest customer and business impact and bring in cross-functional leaders early, from operations to finance, to ensure everyone understands the “why” behind the plan. Transparency about trade-offs is key. Being upfront about what can’t be addressed immediately helps set realistic expectations and sustain trust.
Bring Data to Life
Turning data into compelling narratives helps decision-makers understand the urgency and value of change. Visual tools like customer journey maps and persona stories make abstract challenges tangible.
One company that applied this approach successfully is Border States, a wholesale electrical distributor undergoing a major CX transformation. By pairing journey maps with customer satisfaction insights, they demonstrated where digital investment would have the greatest impact, turning leadership conversations from theoretical to action oriented.
Connect to Business Value
Ultimately, executive buy-in depends on the bottom line. Digital investments must demonstrate measurable returns, whether through efficiency gains, revenue growth, or improved customer retention. Linking customer experience improvements to financial outcomes ensures stakeholders see transformation not as a cost, but as a growth driver.
Building buy-in is as much about storytelling as it is about strategy. Organizations that frame digital initiatives around customer needs and business impact position themselves for long-term success.
Want to explore these strategies in depth?
Watch the on-demand webinar to discover how Border States built a scalable self-service strategy that improved customer experience while saving millions annually through cost deflection and efficiency.