Measuring the Social Return on Investment (SROI) for Customer Care Evolution

Measuring the Social Return on Investment (SROI) for Customer Care Evolution

To measure the social value generated by initiatives as part of the Customer Care evolution process, a Social Return On Investment (SROI) project was initiated, which objectively quantifies the social, economic and environmental benefits of digital initiatives against the costs incurred.

Measured initiatives:

  • Digital Assistant - Human-AI model for first response (Goals 8 and 10)
  • Support Front End (Pix) - Evolved Support Front End (Goal 8)
  • Customised Assistance - AI Clustering for Tailor-made Service Models (Goal 10)
  • AIKNOW - Knowledge management with generative AI (Goal 8)
  • AIWRITE - AI Support for the Management of Written Responses (Goal 8)
  • Workforce Engagement Management - Workforce and Conversation AI Monitoring (Goal 8)
  • Postemyvoice - Voice biometric authentication (Goal 10)
  • AIMPROVE - Automatic analysis of interactions with the digital assistant (Goal 8)

Project phases, developed with the involvement of key business functions:

  1. perimeter and stakeholder definition;
  2. identification of ESG KPIs and related data governance;
  3. evaluation and monetisation of results and calculation of SROI.

The set-up is expected to be supported by a cross-functional data feed and dashboard procedure. The model is designed to be scalable to other business areas and converges in this first start-up on the SROI as an indicator, as it also includes the experience and perception of the main impacted stakeholders (i.e. customers and caregivers). The initiative consolidates the Poste Group’s commitment to responsible innovation, which was also recognised at the Stati Generali della Sostenibilità Digitale 2025, where Customer Service received an Award from the Foundation for Digital Sustainability.