Intelligent SME.tech Issue 03 | Page 21

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// EDITOR ’ S QUESTION ?

THIERRY NICAULT , REGIONAL VICE-PRESIDENT , MIDDLE EAST AND AFRICA , SALESFORCE

mMiddle East SMBs optimistic in

leveraging technology to emerge from COVID-19
This year has presented major challenges for SMBs throughout the world , including in the Middle East . Salesforce recently released the fourth edition of its Small & Medium Business Trends Report , which gives us the most up-todate look at how , six months in , SMB owners and leaders are weathering overlapping health , economic and racial injustices crises , and adapting to the current climate .
Growing SMBs adapt to focus on customers during the pandemic
• About half of SMB leaders are putting more effort into their customer communications and expanding the ways customers can reach them
• A total of 49 % of growing SMBs have offered more flexibility to customers during the pandemic ( e . g . expanded or updated their return or payment policies or terms and conditions )
• However , as the pandemic shifts customer behaviour – and SMB leaders are faced with budget constraints – certain competitive advantages , such as bringing innovative offerings to market , personalising customer engagements and providing a connected experience , have become increasingly difficult to achieve
• The top three operational areas SMBs are using technology to prepare for future crises are customer interactions , workflows and internal communications
SMB resilience and optimism persist amid new challenges
• The top three constraints on SMBs continue to be money / access to capital , meeting customer expectations and hiring the right talent
• Three in five SMB leaders say local mandates to close or limit operations are threatening the viability of their business or that compliance with public health requirements creates an excessive burden
• Even with these challenges , 22 % of SMBs say they are very optimistic and 50 % of SMBs say they are somewhat optimistic about the future of their business
• More than half of US-based SMB leaders are taking action to address issues of racial injustice , such as training employees on more inclusive practices , having conversations regarding race and diversity , and taking a public stance on racial justice issues
Digital-forward SMBs are more equipped to handle market volatility
• Around one in five SMB leaders have implemented new technologies ( email marketing software , customer service software , project task collaboration tools , e-commerce software ) since the pandemic began
• A total of 55 % of growing SMBs say technology drives their customer interactions ; 51 % say it drives the growth of their customer base
• A total of 74 % of SMB leaders cite ease of use , trustworthiness of a vendor and price as the top considerations when evaluating new technology – consistent with pre- COVID times
Despite the significant impact of the pandemic on businesses in the Middle East and across the region , SMB owners remain seemingly optimistic . All countries are sharing expectations of business as usual following the pandemic , or only slight modifications .
The bottom line is that SMBs that can and will move forward in their Digital Transformation will see the biggest business benefit in the post-COVID-19 future .

THE BOTTOM LINE IS THAT SMBS THAT CAN AND WILL MOVE FORWARD IN THEIR DIGITAL TRANSFORMATION WILL SEE THE BIGGEST BUSINESS BENEFIT IN THE POST-COVID-19 FUTURE .
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