Adapted from Reimagining CX with Self-Service: A Conversation with Border States
Demonstrating the value of digital initiatives is critical for sustaining momentum and securing ongoing investment. Measuring ROI goes beyond financial calculations. It’s about showing tangible benefits to both customers and businesses. For B2B organizations, proving ROI requires connecting initiatives to measurable outcomes, tracking adoption, and sharing wins strategically.
Connect Initiatives to Business Outcomes
Successful digital programs tie capabilities directly to business metrics. Border States, a wholesale electrical distributor, linked self-service adoption, online bill pay, and supply chain visibility improvements to cost savings and efficiency gains. Organizations can apply this approach by defining success metrics in terms of revenue growth, operational efficiency, or customer retention. Identifying outcomes upfront ensures initiatives deliver meaningful impact.
One powerful way to validate investment is by measuring cost to serve. For example, fulfilling an invoice request through a self-service portal costs significantly less than handling it through a call center or sales rep email. The same applies to routine tasks like checking order status, tracking material availability, or processing a payment. By quantifying these differences, organizations can show how digital channels reduce manual effort, free up sales teams for higher-value work, and lower operating costs.
Framing initiatives in terms of measurable outcomes creates a data-backed narrative that builds confidence, supports continued investment, and demonstrates the strategic value of digital transformation.
Track Adoption and Engagement
Monitoring adoption is essential for understanding whether initiatives are delivering value. Border States tracked usage metrics to see which capabilities customers embraced and which needed more support. This approach allows teams to identify obstacles, refine communications, and optimize adoption strategies. Sharing adoption data with internal stakeholders reinforces the connection between investment and results.
Communicate Wins Internally
Regular updates help maintain organizational buy-in. Border States shared quarterly progress reports highlighting early success and adoption growth. These updates transform abstract digital initiatives into concrete wins, building confidence among leadership and employees. Celebrating milestones and showing measurable impact fosters a culture that values continuous improvement and digital transformation.
Iterate and Adjust
Digital programs are never static. Insights from adoption metrics and customer feedback inform adjustments that maximize impact. Border States used ongoing measurement to fine-tune initiatives, ensuring resources focused on the highest-value opportunities. Iteration ensures that programs remain aligned with evolving customer needs and business priorities.
Proving ROI is as much about storytelling as it is about metrics. Organizations that link digital initiatives to business outcomes, track adoption, communicate wins, and iterate based on insights position themselves for long-term 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.