{"id":48902,"date":"2021-12-13T17:17:00","date_gmt":"2022-10-18T17:17:40","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=48902"},"modified":"2024-05-07T16:20:14","modified_gmt":"2024-05-07T06:20:14","slug":"smb-trailblazers-favourite-customer-moments-in-2021","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/smb-trailblazers-favourite-customer-moments-in-2021\/","title":{"rendered":"SMB Trailblazers\u2019 favourite customer moments in 2021"},"content":{"rendered":"\n

In the fifth edition of the SMB Trends Report<\/a>, thousands of SMB leaders shared some of their biggest challenges from the past year, along with the support and solutions that helped them navigate those challenges. Their responses revealed that engaging customers and keeping up with new expectations continue to be front and centre. <\/p>\n\n\n\n

From expanding communication channels to adding contactless services, SMBs have been working hard to cater to rapidly shifting customer needs and to return some of the good will from local communities. But what does that look like on the ground? <\/p>\n\n\n\n

Four Trailblazers have shared some of their favourite highlights and customer outcomes from the past year, and each one has a lesson to carry forward in the new year.<\/p>\n\n\n\n

Medcast: supporting healthcare professionals \u2013 and the broader health system \u2013 when they need it most<\/h2>\n\n\n\n

It\u2019s been a big two years for health education company Medcast<\/a> and their customers: hospitals and healthcare professionals looking to retrain or keep up with new evidence. <\/p>\n\n\n\n

Along with adapting almost all of their in-person learning according to pandemic restrictions and scaling to accommodate massive spikes in web traffic and customer support needs, the Aussie startup also partnered with the federal government to deliver the SURGE Critical Care project. This vital work helped address potential staff shortages in critical care, resulting in 400,000 hours of learning<\/a> in Critical Care or High Dependency Nursing. <\/p>\n\n\n\n

While this work began in early 2020, Medcast leaders point to ongoing project benefits as a standout memory from this past year.<\/p>\n\n\n\n

\u201cWhen we ran a follow-up survey with the nurses, we were able to demonstrate a change in the knowledge and confidence of those nurses in terms of their skills to manage patients. They also reported that there was a significant change in the quality of patient care as a result of the training,\u201d explains Kate Clutton, Medcast\u2019s Chief Operations Officer \u2013 a crucial accomplishment considering 2021\u2019s delta surge and the ongoing demand for critical care staff.<\/p>\n\n\n\n

Both Kate and Luke Kean, Chief Technology Officer, say customer feedback to the SURGE project has been excellent, but that 2021 was also a great year for hearing positive customer feedback more generally and seeing evidence to back it up.<\/p>\n\n\n\n

\u201cWe\u2019ve heard feedback from clients that our education is really making a difference in terms of outcomes. So it’s not just about, \u2018Did they learn something?\u2019 It’s also, \u2018Did they implement it in their practice?\u2019\u201d says Luke. \u201cAnd we increasingly have data to back up that this is actually making a difference and there are benefits to the patient, and also to the budget in terms of government spending in these areas.\u201d <\/p>\n\n\n\n

The takeaway for 2022: <\/b>With an online learning platform and customer relationship management (CRM) solution<\/a> in place, Medcast had the digital foundations in place to scale up during an unprecedented public health crisis. In fact, 89% of SMBs say they moved a portion of their operations online over the past year <\/a>and 63% saying they\u2019ve made operational changes in the past year that they expect to provide long-term benefits. Digital solutions may not be the only focus in 2022, but it\u2019s clear that SMBs will need to invest in technology that helps them navigate whatever surprises might come next.<\/p>\n\n\n\n

STAAH: finding wins and cultivating relationships in a heavily impacted industry<\/h2>\n\n\n\n

Auckland-based hospitality technology company STAAH<\/a> offers distribution technology and digital marketing solutions to more than 10,000 accommodation providers in 90 different countries. And the pandemic sent most travel and hospitality industries screeching to a halt. Even this past year, as some countries began to lift travel restrictions, the impacts to STAAH\u2019s customers have been varied, ongoing and unpredictable. <\/p>\n\n\n\n

So how can a business give back to communities and customers while protecting its revenue during an uncertain and challenging period? For starters, STAAH\u2019s Regional Manager, Oceania, Edwin Saldanha says the business has been offering fee relief to its most impacted customers and is looking forward to being able to participate in more community initiatives again in the future. Nearly a quarter of SMBs (24%) in Australia and New Zealand<\/a> say the pandemic has spurred them to focus even more on prioritising relationship development rather than one-off transactions.<\/p>\n\n\n\n

However, STAAH has been busy looking for other ways to make customers\u2019 lives easier, too. Before the pandemic, STAAH had already started to consolidate some disjointed systems and digitise processes. This helped establish a single source of truth across internationally dispersed teams serving very different markets, giving the business a better finger on the pulse, enabling data-informed decisions and improving forecasting.<\/p>\n\n\n\n

But these changes haven\u2019t just benefited the business, they\u2019ve also helped the business build out ways to make customers\u2019 lives easier. For instance, their CRM solution is giving them deeper insights into regional changes in domestic travel and empowering a smoother reactivation process.<\/p>\n\n\n\n

\u201cWe can easily pull out accounts that are in suspended mode, and teams can start reactivating and re-training them on the system, and it just makes all of those processes quite simple,\u201d says Tony Howlett, STAAH\u2019s Chief Operating Officer. \u201cAnd the minute that we change the status to live, automated processes kick in and make it easier to reactivate.\u201d<\/p>\n\n\n\n

The takeaway for 2022: <\/b>Circumstances can shift rapidly, and no one can control which industries or regions will be impacted disproportionately. STAAH\u2019s focus on long-term relationships and the savvy use of digital technology to connect a dispersed team are great examples of how SMBs can set themselves up for success even in a challenging environment. In fact, 63% of SMBs say operational shifts they\u2019ve made over the past year will benefit their business long-term<\/a>.<\/p>\n\n\n\n

Itoc: looking out for their customers and finding innovative ways to serve the wider SMB community<\/h2>\n\n\n\n

For AWS consulting partner Itoc<\/a>, a standout moment has been the help they\u2019ve provided to businesses in impacted industries like retail, travel and hospitality, but also the connections they were able to facilitate between fellow SMBs. <\/p>\n\n\n\n

Itoc\u2019s Head of Sales and Customer Growth Simone Longden says they\u2019ve provided flexibility to existing customers, as well as even free guidance for other SMBs \u2013 even if they weren\u2019t already a customer.<\/p>\n\n\n\n

Simone says this involved making sure that impacted customers\u2019 mission-critical IT projects could go ahead regardless of financial uncertainty, in yet another example of SMBs prioritising relationships over transactions. But something they didn\u2019t anticipate was how many relationships they would broker between their customers.<\/p>\n\n\n\n

\u201cWe work with hundreds and hundreds of smaller businesses and vendors that were looking for engagement with other small SMBs,\u201d says Simone. \u201cSo for us, we started building a bit of a marketplace in a marketplace, and it worked really well from outside.\u201d <\/p>\n\n\n\n

Like many other SMBs, Itoc\u2019s people-first focus on customers and communities isn\u2019t new. But digital solutions have played a supporting role in making sure employees had the time and resources to focus on fostering relationships through flexible, no-strings-attached help, including a smart use of Slack, the right CRM solution and an earlier HR transformation that cut down on manual admin even when employees were fully remote.<\/p>\n\n\n\n

The takeaway for 2022? Building trust with both customers and employees will continue to be crucial, but how you build trust can look different as expectations shift. While SMBs in Australia and New Zealand say that they\u2019re focusing on transparent, two-way communication to build trust with employees, it will be important to consider Itoc\u2019s approach as well: backing up a culture of relationship-building with the tools needed to focus more energy on customers and less energy on manual tasks.<\/p>\n\n\n\n

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See the latest
small and medium business trends<\/h2>\n\t\t\t\t\t\t\t

See how other SMBs fared in the 5th edition of the SMB Trends Report.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tGet the report<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t\n\t\t\"\"\n\n\t\t\n\t\t\t\t\t\"\"\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t\t\t\"\"\n\t\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"

Even in a challenging year, there were bright spots. Four small and medium-sized businesses (SMBs) share their favourite moments with the customers and communities who helped them keep the lights on during the pandemic. Here\u2019s what they shared \u2013 and what these highlights can teach us about how to make 2022 an even brighter year.<\/p>\n","protected":false},"author":1,"featured_media":54414,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"9aa33c705a2441d3b0ac839b389a35eb","post_meta_title":"","ai_synopsis":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[2482,2484,2462,2472,2478],"sf_content_type":[],"coauthors":[2454],"class_list":["post-48902","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-customer-engagement","sf_topic-digital-transformation","sf_topic-research","sf_topic-small-business","sf_topic-trailblazer-story"],"yoast_head":"\nSMB Trailblazers\u2019 favourite customer moments in 2021 | Salesforce<\/title>\n<meta name=\"description\" content=\"Even in a challenging year, there were bright spots. 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