{"id":2650,"date":"2022-07-13T21:01:00","date_gmt":"2023-09-04T21:01:12","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=2650"},"modified":"2024-04-04T14:12:11","modified_gmt":"2024-04-04T14:12:11","slug":"unlock-your-customer-base","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/","title":{"rendered":"How to identify the Potential of Your SME Customer Base"},"content":{"rendered":"\n<p>A customer base is critical for business success. And maintaining, nurturing and growing that customer base is more important than ever. But in an age of customer-centricity \u2013 when it costs&nbsp;<a href=\"https:\/\/www.europeanbusinessreview.com\/is-acquiring-new-customers-more-expensive-than-keeping-them\/\" target=\"_blank\" rel=\"noreferrer noopener\">5x more<\/a>&nbsp;to attract a new customer than retain an old one, and the next competitor is always just a click away \u2013 how can SMEs unlock the full potential of their customer base?<\/p>\n\n\n\n<div class=\"layout-six wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\"><span>The SMB Trends Report 5th Edition<\/span><\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Discover what&#8217;s driving today&#8217;s small businesses &#8211; and see where they might be headed next.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/uk\/form\/pdf\/2022-small-business-trends-report\/?d=inc-blog-banner&#038;nc=7013y000002hPhSAAU\">Download the E-Book<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"577\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/smb-trends-device-image-eu.png\" class=\"attachment-full size-full\" alt=\"smb-trends-report-fifth-edition\" srcset=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/smb-trends-device-image-eu.png 1268w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/smb-trends-device-image-eu.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/smb-trends-device-image-eu.png?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/smb-trends-device-image-eu.png?w=1024&amp;h=577 1024w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/smb-trends-device-image-eu.png?w=150&amp;h=84 150w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t<\/div>\n\t<\/div>\n\n\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-here-are-10-quick-questions-to-help-you-identify-the-potential-of-your-customer-base-build-better-relationships-and-grow-your-business\"><b>Here are 10 quick questions to help you identify the potential of your customer base, build better relationships and grow your business.<\/b><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">What is a customer base?<\/b><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\"> A customer base consists of your most loyal and dedicated customers. These are people who have a strong affinity for your brand and are most likely to support your business through thick and thin. This is different from your target market, which refers to a set of new customers you\u2019re trying to reach.<\/span> <\/li>\n\n\n\n<li><b style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">What are the benefits of a strong customer base?<\/b><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\"> Having a strong customer base not only provides recurring revenue; it can help grow your business. If your customer base has a large professional reach or a wide circle of friends, their advocacy can expand your customer base exponentially. And the larger your customer base is, the easier it is to increase and sustain your revenue stream. It\u2019s also cheaper to market to your customer base, as they\u2019re already aware of your products or services.<\/span> <\/li>\n\n\n\n<li><b style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">What is an example of a customer base?<\/b><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\"> Think about ardent fans: the shoppers who queue up overnight to buy the latest Supreme drop. The cars are full of fans who used to follow the Grateful Dead from gig to gig, city to city. Both of these groups could be considered a customer base. Customer bases don\u2019t have to be quite so openly enthusiastic, though; they just have to be loyal. For instance, someone who buys the same soap every month would be part of a customer base.<\/span> <\/li>\n\n\n\n<li><b style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">How can you build a strong customer base?<\/b><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\"> Some ways to build a strong customer base include:<\/span> \n<ul class=\"wp-block-list\">\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Building trust: A business\u2019s ethics and trustworthiness are more important than ever. In fact, <\/span><a style=\"font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em; background-color: rgb(255, 255, 255);\" href=\"https:\/\/www.salesforce.com\/resources\/articles\/customer-engagement\/\" target=\"_blank\" rel=\"noopener\">95% of customers<\/a><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\"> say that their loyalty depends on a brand\u2019s trustworthiness. One effective way to build trust is to <\/span><a style=\"font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em; background-color: rgb(255, 255, 255);\" href=\"https:\/\/www.salesforce.com\/uk\/blog\/2022\/01\/small-business-loyalty-program.html\" target=\"_blank\" rel=\"noopener\">create a loyalty programme,<\/a><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\"> which will enable you to offer great perks to your customer base.<\/span><\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Highlighting your values: If you\u2019re looking to build a strong customer base, then it\u2019s important not to view relationships as being purely transactional. For instance, brands such as <\/span><a style=\"font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em; background-color: rgb(255, 255, 255);\" href=\"https:\/\/www.greentomatocars.com\/\" target=\"_blank\" rel=\"noopener\">Green Tomato Cars<\/a><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">, which focus on sustainability and protecting the environment, have made their core values part of their USP.<\/span><\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Showcasing your USP: Perhaps your business\u2019s USP (Unique Selling Proposition) is its eco-friendly model, like Green Tomato Cars, or perhaps it\u2019s your high-quality products, fascinating origin story or cutting-edge design. Whatever it is, make sure that you\u2019re positioning it correctly, so that you can make your target audience part of your customer base.<\/span><\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Providing great customer care: <\/span><a style=\"font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em; background-color: rgb(255, 255, 255);\" href=\"https:\/\/www.salesforce.com\/news\/stories\/state-of-the-connected-customer-report-outlines-changing-standards-for-customer-engagement\/\" target=\"_blank\" rel=\"noopener\">84% of customers<\/a><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\"> say that the experience a company provides is as important as its products or services. It\u2019s difficult to maintain a strong customer base if you\u2019re providing average service, so make sure that your <\/span><a style=\"font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em; background-color: rgb(255, 255, 255);\" href=\"https:\/\/www.salesforce.com\/uk\/products\/service-cloud\/overview\/\" target=\"_blank\" rel=\"noopener\">customer service goes above and beyond<\/a><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">.<\/span> <\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><b style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">What\u2019s your ideal customer base?<\/b><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\"> When defining your ideal customer base, you\u2019ll want to put yourself in the shoes of your customer. Who will most enthusiastically respond to the USP of your product or service? What are their values and concerns? What income bracket are they in? How can your business reach this ideal customer base, and how can they develop more products or services they\u2019ll want? <\/span> <\/li>\n\n\n\n<li><b style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Do you want to focus on quantity or quality in your customer base? <\/b><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Having a sizable customer base is always a good thing, but the quality of the customer should also be considered. For instance, having 10 customers that spend \u00a3100 apiece on your business each month might be better than having 20 customers that spend \u00a325 apiece. It\u2019s also worth noting that some businesses thrive with smaller, high-quality customer bases. For example, <\/span><a style=\"font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em; background-color: rgb(255, 255, 255);\" href=\"https:\/\/www.salesforce.com\/uk\/customer-success-stories\/aston-martin\/\" target=\"_blank\" rel=\"noopener\">Aston Martin<\/a><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\"> has only made 80,000 vehicles in its 103-year history. A smaller customer base could also potentially be <\/span><a style=\"font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em; background-color: rgb(255, 255, 255);\" href=\"https:\/\/www.salesforce.com\/uk\/blog\/2021\/06\/build-resilient-customer-relationships.html\" target=\"_blank\" rel=\"noopener\">a more resilient customer base.<\/a> <\/li>\n\n\n\n<li><b style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">How can you grow your customer base?<\/b><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\"> One of the easiest \u2013 and least expensive \u2013 ways to grow your customer base is through referrals. If everyone in your existing customer base turned one other person into a brand advocate, your customer base would double overnight. If those new customers did the same, you\u2019d grow exponentially. You can also grow your customer base by expanding your marketing activities, by targeting new segments or by creating new products.<\/span> <\/li>\n\n\n\n<li><b style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">What is customer base management? <\/b><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Customer base management refers to how businesses store, organise and leverage the data generated by their customer base. SMEs will likely want to <\/span><a style=\"font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em; background-color: rgb(255, 255, 255);\" href=\"https:\/\/www.salesforce.com\/uk\/blog\/2022\/04\/centralise-sme-data0.html\" target=\"_blank\" rel=\"noopener\">centralise their data management<\/a><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">, so that their data can be used to fuel better business intelligence \u2013 and better customer relationships. <\/span> <\/li>\n\n\n\n<li><b style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">What tools and technologies can help you grow your customer base?<\/b><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\"> Growing your customer base has certainly become easier in an age of mobile technology, as billions of consumers are suddenly just a quick click away. One of the best ways to grow your customer base is by implementing a CRM system, which will help you align marketing and sales activities, as well as manage your customer relationships in one simple place.<\/span> <\/li>\n\n\n\n<li><b style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">What\u2019s the difference between a customer base and an installed base?<\/b><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\"> A customer base consists of customers who have purchased or used your products or services in the past, while an installed customer base is a subset of your customer base who are currently using your products. From a sales or <\/span><a style=\"font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em; background-color: rgb(255, 255, 255);\" href=\"https:\/\/www.salesforce.com\/uk\/blog\/2017\/07\/how-to-develop-a-b2b-marketing-strategy.html\" target=\"_blank\" rel=\"noopener\">B2B marketing<\/a><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\"> point of view, these two groups should be approached differently. For instance, if you\u2019re selling computers, it may be difficult to sell to your installed base, who are currently using your systems. It may be easier to cross-sell to an installed base.<\/span> <\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-a-new-climate-calls-for-new-approaches-how-the-customer-base-is-changing\"><b>A new climate calls for new approaches: How the customer base is changing<\/b><\/h2>\n\n\n\n<p>Customers are increasingly viewing businesses as more than their products and services. And more and more businesses are moving away from relationships that are driven solely by the quest for profits. Today\u2019s businesses and customers are getting personal \u2013 and it all starts with getting connected. <\/p>\n\n\n\n<p><b>To see how CRM systems can help your business reach more customers and make better connections, grab a free copy of <a href=\"https:\/\/www.salesforce.com\/eu\/form\/smb\/beginners-guide-crm\/?nc=7013y000002hmoTAAQ\" target=\"_blank\" rel=\"noreferrer noopener\">our CRM Guide<\/a> today.<\/b><\/p>\n\n\n\n<div class=\"layout-six wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\"><span>Connected Small Business: Your Guide to Faster, Smarter Business Processes<\/span><\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Read our new e-book to learn how your SME can overcome even the toughest challenges by streamlining and connecting business processes.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/uk\/form\/pdf\/connected-small-business-processes\/?d=inc-blog-banner&#038;nc=7013y000002lWUJAA2\">Download the E-Book<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"636\" height=\"450\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/02\/connected-small-business-uk.png\" class=\"attachment-full size-full\" alt=\"Connected Small Business UK\" srcset=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/02\/connected-small-business-uk.png 636w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/02\/connected-small-business-uk.png?w=300&amp;h=212 300w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/02\/connected-small-business-uk.png?w=150&amp;h=106 150w\" sizes=\"auto, (max-width: 636px) 100vw, 636px\" \/>\t\t<\/div>\n\t<\/div>\n\n\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>For many SMEs, success begins &#038; ends with their customer base. Read on to see how to identify your customer base &#038; unlock its full potential.<\/p>\n","protected":false},"author":1,"featured_media":2652,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"8a1f28d0cbf74952bafd4ffc8f4ed484","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[274,158,32,33],"sf_content_type":[],"coauthors":[16],"class_list":["post-2650","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-reports","sf_topic-customer-journey","sf_topic-small-business","sf_topic-startups"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>10 Questions to Help You Unlock the Potential of Your SME Customer Base - Salesforce<\/title>\n<meta name=\"description\" content=\"For many SMEs, success begins &amp; ends with their customer base. Read on to see how to identify your customer base &amp; unlock its full potential.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to identify the Potential of Your SME Customer Base\" \/>\n<meta property=\"og:description\" content=\"For many SMEs, success begins &amp; ends with their customer base. Read on to see how to identify your customer base &amp; unlock its full potential.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta property=\"article:published_time\" content=\"2023-09-04T21:01:12+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-04-04T14:12:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/find-your-customer-base.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"500\" \/>\n\t<meta property=\"og:image:height\" content=\"333\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Salesforce UK\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Salesforce UK\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/\"},\"author\":[{\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/#\/schema\/person\/image\/33c8591ac1216f9740d1866229926a3e\"}],\"headline\":\"How to identify the Potential of Your SME Customer Base\",\"datePublished\":\"2023-09-04T21:01:12+00:00\",\"dateModified\":\"2024-04-04T14:12:11+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/\"},\"wordCount\":1092,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/find-your-customer-base.jpg\",\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/\",\"url\":\"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/\",\"name\":\"10 Questions to Help You Unlock the Potential of Your SME Customer Base - Salesforce\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/find-your-customer-base.jpg\",\"datePublished\":\"2023-09-04T21:01:12+00:00\",\"dateModified\":\"2024-04-04T14:12:11+00:00\",\"author\":{\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/#\/schema\/person\/601f410a2801f4ddcf6f00cb182e69d3\"},\"description\":\"For many SMEs, success begins & ends with their customer base. Read on to see how to identify your customer base & unlock its full potential.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/#primaryimage\",\"url\":\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/find-your-customer-base.jpg\",\"contentUrl\":\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/find-your-customer-base.jpg\",\"width\":500,\"height\":333,\"caption\":\"How to identify the Potential of Your SME Customer Base\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.salesforce.com\/eu\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How to identify the Potential of Your SME Customer Base\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/#website\",\"url\":\"https:\/\/www.salesforce.com\/eu\/blog\/\",\"name\":\"Salesforce\",\"description\":\"News, tips, and insights from the global cloud leader\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.salesforce.com\/eu\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/#\/schema\/person\/image\/33c8591ac1216f9740d1866229926a3e\",\"name\":\"Salesforce UK\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g23494c9101089ad44ae88ce9d2f56aac\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g\",\"caption\":\"Salesforce UK\"},\"url\":\"https:\/\/www.salesforce.com\/eu\/blog\/author\/salesforce-uk\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"10 Questions to Help You Unlock the Potential of Your SME Customer Base - Salesforce","description":"For many SMEs, success begins & ends with their customer base. Read on to see how to identify your customer base & unlock its full potential.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/","og_locale":"en_GB","og_type":"article","og_title":"How to identify the Potential of Your SME Customer Base","og_description":"For many SMEs, success begins & ends with their customer base. Read on to see how to identify your customer base & unlock its full potential.","og_url":"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/","og_site_name":"Salesforce","article_published_time":"2023-09-04T21:01:12+00:00","article_modified_time":"2024-04-04T14:12:11+00:00","og_image":[{"width":500,"height":333,"url":"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/find-your-customer-base.jpg","type":"image\/jpeg"}],"author":"Salesforce UK","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Salesforce UK","Estimated reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/#article","isPartOf":{"@id":"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/"},"author":[{"@id":"https:\/\/www.salesforce.com\/eu\/blog\/#\/schema\/person\/image\/33c8591ac1216f9740d1866229926a3e"}],"headline":"How to identify the Potential of Your SME Customer Base","datePublished":"2023-09-04T21:01:12+00:00","dateModified":"2024-04-04T14:12:11+00:00","mainEntityOfPage":{"@id":"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/"},"wordCount":1092,"commentCount":0,"image":{"@id":"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/#primaryimage"},"thumbnailUrl":"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/find-your-customer-base.jpg","inLanguage":"en-GB","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/","url":"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/","name":"10 Questions to Help You Unlock the Potential of Your SME Customer Base - Salesforce","isPartOf":{"@id":"https:\/\/www.salesforce.com\/eu\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/#primaryimage"},"image":{"@id":"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/#primaryimage"},"thumbnailUrl":"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/find-your-customer-base.jpg","datePublished":"2023-09-04T21:01:12+00:00","dateModified":"2024-04-04T14:12:11+00:00","author":{"@id":"https:\/\/www.salesforce.com\/eu\/blog\/#\/schema\/person\/601f410a2801f4ddcf6f00cb182e69d3"},"description":"For many SMEs, success begins & ends with their customer base. Read on to see how to identify your customer base & unlock its full potential.","breadcrumb":{"@id":"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/#primaryimage","url":"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/find-your-customer-base.jpg","contentUrl":"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/find-your-customer-base.jpg","width":500,"height":333,"caption":"How to identify the Potential of Your SME Customer Base"},{"@type":"BreadcrumbList","@id":"https:\/\/www.salesforce.com\/eu\/blog\/unlock-your-customer-base\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.salesforce.com\/eu\/blog\/"},{"@type":"ListItem","position":2,"name":"How to identify the Potential of Your SME Customer Base"}]},{"@type":"WebSite","@id":"https:\/\/www.salesforce.com\/eu\/blog\/#website","url":"https:\/\/www.salesforce.com\/eu\/blog\/","name":"Salesforce","description":"News, tips, and insights from the global cloud leader","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.salesforce.com\/eu\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Person","@id":"https:\/\/www.salesforce.com\/eu\/blog\/#\/schema\/person\/image\/33c8591ac1216f9740d1866229926a3e","name":"Salesforce UK","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g23494c9101089ad44ae88ce9d2f56aac","url":"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g","caption":"Salesforce UK"},"url":"https:\/\/www.salesforce.com\/eu\/blog\/author\/salesforce-uk\/"}]}},"jetpack_featured_media_url":"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/find-your-customer-base.jpg","jetpack_sharing_enabled":true,"distributor_meta":false,"distributor_terms":false,"distributor_media":false,"distributor_original_site_name":"Salesforce","distributor_original_site_url":"https:\/\/www.salesforce.com\/eu\/blog","push-errors":false,"_links":{"self":[{"href":"https:\/\/www.salesforce.com\/eu\/blog\/wp-json\/wp\/v2\/posts\/2650","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.salesforce.com\/eu\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.salesforce.com\/eu\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.salesforce.com\/eu\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.salesforce.com\/eu\/blog\/wp-json\/wp\/v2\/comments?post=2650"}],"version-history":[{"count":5,"href":"https:\/\/www.salesforce.com\/eu\/blog\/wp-json\/wp\/v2\/posts\/2650\/revisions"}],"predecessor-version":[{"id":10159,"href":"https:\/\/www.salesforce.com\/eu\/blog\/wp-json\/wp\/v2\/posts\/2650\/revisions\/10159"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.salesforce.com\/eu\/blog\/wp-json\/wp\/v2\/media\/2652"}],"wp:attachment":[{"href":"https:\/\/www.salesforce.com\/eu\/blog\/wp-json\/wp\/v2\/media?parent=2650"}],"wp:term":[{"taxonomy":"sf_topic","embeddable":true,"href":"https:\/\/www.salesforce.com\/eu\/blog\/wp-json\/wp\/v2\/sf_topic?post=2650"},{"taxonomy":"sf_content_type","embeddable":true,"href":"https:\/\/www.salesforce.com\/eu\/blog\/wp-json\/wp\/v2\/sf_content_type?post=2650"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.salesforce.com\/eu\/blog\/wp-json\/wp\/v2\/coauthors?post=2650"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}