The SME customer experience in the digital age.

Today, customer experience is one of the key factors defining the success of companies. 

With increasing digitisation, customers are no longer satisfied with slow or impersonalised interactions; they expect fast, efficient and tailored responses to their needs. 

A company's ability to deliver an agile and personalised customer experience can make the difference between retaining a satisfied customer or losing them to a competitor.

This is where digital transformation in customer experience comes in. Businesses, especially SMEs, can leverage technology tools and solutions to not only optimise their internal processes, but also to improve customer satisfaction and loyalty.

In this article, we explore how companies, especially SMEs, can leverage digitalisation to improve the customer experience and maintain a competitive advantage in the market.

The importance of digitalisation in the customer experience in SMEs.

According to Expansión, 70% of SMEs in Spain consider digitalisation a key point for their survival in today's market.

Digitalisation involves much more than adopting technological tools; it is a profound change in the way companies operate, optimise their processes and, most importantly, interact with their customers. 

For SMEs, which generally have more limited resources, it may seem like a challenge. However, when implemented correctly, digitisation not only improves the customer experience, but also drives long-term sustainable business growth.

Key benefits of digitisation in SMEs:

• Immediate responses: Digital tools, such as chatbots and virtual assistants, allow SMEs to provide quick and automatic responses to common queries, significantly improving customer satisfaction.
• Mass personalisation: Data analytics allows companies to better understand their customers' preferences and personalise the offers and services provided to them, creating a more meaningful and effective experience.
• Improved omni-channel: The integration of multiple communication channels (phone, social media, email, etc.) allows companies to manage all interactions in a consistent and seamless way, offering a unified customer experience.

Through digitisation, companies can better identify the needs and preferences of their customers, allowing them to tailor their products, services and customer care more precisely.

How the COVID-19 crisis accelerated digital transformation in SMEs.

The impact of COVID-19 on SMEs was drastic and sudden, forcing many companies to rethink their priorities. The pandemic acted as a catalyst for digitisation, accelerating changes that, under normal circumstances, would have taken years to implement.

Companies that had never before considered the need to digitise their operations were forced to adapt quickly to survive in a world of social distancing and limited operations.

This period of uncertainty led SMEs to adopt digital tools that would allow them to stay connected to their customers. 

The ability to pivot quickly to more flexible and resilient business models not only allowed many SMEs to survive, but also gave them new ways to grow and thrive in an increasingly digital marketplace.

Main impacts of COVID-19 on the digitisation of SMEs:

• Adoption of digital solutions: Many SMEs implemented e-commerce platforms or digital customer service systems that allowed them to continue operating during the lockdowns.
• Remote working and digital collaboration: Companies that had never considered teleworking adopted tools such as Zoom, Microsoft Teams or Slack to keep their teams connected and operational.
• Digitised customer service: SMEs had to reinvent their customer service, incorporating chatbots, social media and other digital channels to keep in touch with their customers.

This change was not only temporary; SMEs that adopted these technologies not only survived, but many of them realised the long-term benefits that digitisation can offer.

Common challenges in SME digitisation and how to overcome them.

Digitisation offers many benefits, but it also presents significant challenges, especially for SMEs that often lack the resources or technical knowledge needed for effective implementation. 

Here are some of the most common obstacles and how to overcome them:

Common challenges:

• Lack of technical expertise: Many SMEs do not have specialised staff to guide the digital transformation process, leading to hesitation and insecurity.
• Resistance to change: Managers and staff are often reluctant to abandon traditional processes, which slows down the adoption of new technologies.
• Budgetary constraints: Digitisation requires upfront investments that may seem high, leading to concerns about return on investment.

Strategies to overcome these challenges:

• Ongoing training: Invest in staff training and development to ensure they are skilled and comfortable using new technologies.
• Strategic planning: Approach digitisation gradually, prioritising the areas that will have the greatest impact on the customer experience.
• Collaboration with external experts: Work with specialised consultants who can offer technology solutions tailored to the specific needs of the business.
• Phased implementation: Avoid large digitisation projects all at once. Instead, break them down into more manageable phases that allow you to evaluate results and make adjustments as you go along.

With the right strategy, SMEs can overcome these obstacles and make the most of the opportunities offered by digitalisation.

Benefits of digitisation to optimise the customer experience in SMEs.

Although large companies tend to have more resources to implement advanced technological solutions, digitisation is also accessible to SMEs and offers significant benefits that can transform their relationship with their customers.

Key benefits:

• Customer service automation: SMBs can deploy chatbots that provide real-time care without the need to increase staff, improving response times and customer satisfaction.
• Large-scale personalisation: Data analytics allows SMEs to better understand their customers' behaviour and offer personalised services and promotions, increasing customer loyalty and satisfaction.
• Workflow optimisation: By digitising internal processes, SMEs can operate more efficiently, freeing up time to focus on what matters most: improving the customer experience.

Digitalisation is not just about technology, but about how companies can use it to optimise every touch point with their customers and improve every interaction.

Strategies to optimise the customer experience through digitalisation in SMEs.

To optimise the customer experience, SMEs need to take a strategic approach to their digital transformation. 

It is not about adopting technology just for the sake of it, but about integrating it in a way that truly enhances the customer relationship and creates value.

Main strategies:

• Omni-channel: The integration of all communication channels (telephone, social media, live chat, etc.) ensures that the customer has a consistent experience, regardless of the medium they use.
• Customer service automation: Chatbots and virtual assistants make it possible to provide quick responses, resolve queries immediately and optimise staff time for more complex tasks.
• Predictive analytics: Use data analysis tools to anticipate customer needs and offer solutions before they request them, generating trust and loyalty.
• Personalisation: Thanks to data analysis, it is possible to personalise each interaction with the customer, offering recommendations and services based on their specific interests and needs.
• Optimising internal processes: Improving the customer experience is not only about direct interaction, but also about the internal processes that affect that experience, such as inventory management, order processing and logistics.

Digital trends that are redefining the customer experience in SMEs.

Digitalisation is constantly evolving, with new key technology trends for SMEs appearing every year, changing the way companies interact with their customers. Some of the most relevant trends for optimising the digital customer experience are:

• Artificial Intelligence (AI): From smarter chatbots to big data analytics, AI can predict customer behaviours and preferences to deliver more personalised experiences.
• Augmented Reality (AR): Many companies are using AR to offer customers the ability to ‘try’ products virtually before they buy them, improving satisfaction and reducing returns.
• Unified omni-channel experience: Customers expect a consistent experience across all touchpoints. Companies are integrating channels to deliver a seamless, unified experience.
• Sentiment analysis: Digital tools make it possible to analyse emotions behind customer interactions (reviews, social media posts), offering deeper insights on how to improve satisfaction.

The role of technology in the growth of SMEs in the digital age.

Technology is not just a tool to improve efficiency; it is an engine of growth for SMEs. It is no longer enough to offer a good product or service; companies must support their operations with technology solutions that optimise efficiency and allow them to scale.

Impacts of technology on the growth of SMEs:

• Continuous innovation: Digitalisation allows SMEs to constantly innovate, adapting their products and services to changing market needs.
• Market expansion: E-commerce and digital platforms allow SMEs to access customers globally, beyond their geographical location.
• Improved decision making: Thanks to access to real-time data and advanced analytics systems, SMEs can make more informed and faster decisions.
• Optimisation of internal processes: Process automation not only reduces costs, but also improves the quality and consistency of work, allowing SMEs to grow in a sustainable way.

The strategic adoption of technology ensures that SMEs not only remain competitive in the short term, but are also well positioned for long-term growth and success.

Real Client Success Story: Digital Transformation to Boost Autonomy and Sales in an SME

One of our greatest sources of pride has been supporting Janira, a leading brand in the retail sector, throughout its digital transformation journey.

At Coditramuntana, we were responsible for software development, software maintenance, the evolution of their B2B portal, and the continuous improvement of their mobile apps on iOS and Android. Thanks to this strategic collaboration, we were able not only to optimize their digital operations, but also to deliver tangible and measurable results.

What did we achieve together?

✅ Greater autonomy for customers, who can now place orders quickly, easily, and from anywhere.
✅ Significant improvement in customer experience, aligned with more agile and personalized service.
✅ Tailor-made technological development, allowing them to stand out from the competition.
✅ Adoption of online sales channels, expanding their digital presence and opening new business opportunities.
✅ Increased sales, as a direct result of a more efficient platform and optimized user experience.

This project not only strengthened Janira’s digital presence, but also demonstrated how technology can drive sustainable growth from within an SME.

The future of customer experience through the digitisation of SMEs.

Digitalisation will continue to play a key role in optimising the customer experience.

Those companies that embrace digital transformation and leverage technology trends will be better positioned to meet changing customer expectations and remain competitive in the marketplace.

The future of customer experience is based on personalisation, proactivity and omni-channel integration, and SMEs that begin this process will be poised to grow and improve their customer relationships for the long term.

As technology continues to evolve, SMEs must be prepared for a future where digitisation will become even more critical. Emerging technology trends, such as advanced artificial intelligence, automation and augmented reality, will continue to transform the way businesses operate and engage with their customers.

• Artificial intelligence and advanced automation: These technologies will enable SMEs to deliver even more personalised and efficient customer experiences and optimise their internal operations.
• Expansion of digital commerce: The continued adoption of e-commerce and digital platforms will expand opportunities for SMEs, allowing them to access global markets and compete on a level playing field with larger companies.
• Digital sustainability: With growing awareness of sustainability, SMEs that adopt sustainable digital practices will be better positioned to attract conscious consumers and align with global trends.
• Constant innovation: The key to long-term success will be the ability of SMEs to continuously innovate, adopting new technologies and adapting to changing market demands.

The future is digital, and SMEs that prepare for this change will be in an advantageous position to capitalise on the opportunities and overcome the challenges that the coming years will bring.

How to start your digital transformation and improve your customers' experience.

Ready to optimise your customer experience and digitally transform your SME?

Contact us to find out how we can help you implement customised solutions that drive your business growth. Let's talk!