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Great SMB communications experiences drive revenue and increase sales.

See how Salesforce is helping CSPs enhance SMB experiences more efficiently and effectively.

Feb 24, 2023. 6 min read

Today’s telecommunications companies are evolving into more complex, multifaceted business operations. Many are already modernizing their systems to meet the more demanding needs and expectations of B2B and B2C consumers. However, despite these changes, small to medium-sized businesses (SMB) continue to be overlooked. Rigid product offerings, traditional channels, and outdated systems translate to fragmented SMB experiences (and frustrated SMB customers).

SMBs tend to sit between large enterprises and consumers. The systems used by today’s communications service providers (CSPs) were designed for enterprise-oriented customers and lack the ability to deliver the kinds of personalized experiences SMB customers crave. This inability to provide more nuanced journeys that balance the SMB customer’s enterprise-like needs with their desire to be treated more like an individual results in an experience that’s disjointed, cobbled together, and stuck in the past.

“Enterprise tends to be a little bit more involved when it comes to fulfilling services, and then you have the consumer side that tends to be more zero touch. SMBs tend to fall in the middle. They share the same requirements from the consumer in terms of speed, but they also involve complexity that you see in the enterprise side. So that is certainly a gap.”

- David Fan, Communications VP & GM, Salesforce

Most CSPs are aware that the SMB experience leaves much to be desired. The majority are also eager to fix it. SMBs make up 99.9% of U.S. businesses. CSPs understand this is a large customer segment. They know that creating a great SMB experience has the potential to drive business and grow revenue. However, they need guidance on exactly what that experience should look like and how to best create it.