There’s a tale of two small businesses. They’re the same type of business with one big difference. One is growing and another is stagnant and making more work for itself than it’s worth.
The reason for that big difference: automation.
That’s the gist of the new Small and Medium Business Trends Report from Salesforce. Salesforce surveyed nearly 500 small business owners and leaders for the second annual report. Companies between 2 and 199 employees were included.
According to the report, small businesses that are automating certain processes are growing. Businesses that aren’t, are floundering.
The survey reveals that small businesses automating their processes in some way are 1.6-times more likely to be growing than those that don’t. Likewise, growing small businesses are twice as likely to adopt artificial intelligence (AI) as stagnant businesses.
That’s not to say that all small businesses that fail to automate processes and adopt AI tech are doomed to never grow. But for companies finding themselves in a rut, it appears automation may be a solution.
“When we look at SMBs in the category of ‘growing businesses,’ there are more than a few common characteristics; they’re more likely to prioritize CRM in their budgets, to use helpdesk software, and to focus on providing consistent and personalized customer experiences,” notes Marie Rosecrans, Salesforce’s senior vice president of Small Business Marketing.
Take, for instance, those two similar small businesses — the growing business and the stagnant business (those that showed a 1 percent drop in revenue over the last two years).
Salesforce finds that it’s most likely they’re undertaking the same processes. That includes tracking customer data. The Small and Medium Business Trends Report finds that 95 percent of all small businesses are aware of the benefits of doing this.
How they accomplish this is a different story.
The growing business is likely using automation via a CRM platform, like Salesforce, to track customers. However, only one-third of small businesses surveyed by Salesforce actually use a CRM platform.
The rest are likely tracking their customers using non-automated technology, like a spreadsheet. And they’re tracking communications through their inbox.
It’s CRM where the growing business sees the need to automate. Salesforce found that growing small businesses are more than twice as likely to pick CRM as their top automation priority.
A small business that adopts automated CRM can provide more personalized customer service without a lot of the hassle of tracking conversations with customers and having their data at the ready.
Brent Leary, the co-founder of CRM Essentials, reviewed the data from the Small and Medium Business Trends Report and notes, “Many small businesses aren’t addressing customer acquisition and retention issues as if they’re at the highest levels of importance, or possibly don’t equate CRM as a solution to those challenges.
“The importance of providing customers quick answers to questions they have cannot be overstated, as it can be the difference between a one-time customer transaction, or a long-term customer who not only spends more with you, but also refers business to you – thus lowering customer acquisition costs,” Leary added.
The irony is that automating key business processes is designed to save small companies the time they desperately need. Of those responding to Salesforce’s survey, 66 percent of small business leaders say they’re responsible for at least 3 parts of the company.
And more than half of the companies asked (55 percent) say that time just isn’t on their side when it comes to accomplishing what they need to do every day.
Automation is clearly the answer. Small businesses spend an average of 23 percent of their day manually entering data into different systems. That’s nearly 2 hours of an 8-hour day!
So, what’s the problem here?
A stagnant small business that fails to adopt any automated processes is struggling to keep up with its own pace. It’s so bad, it’s dragging the business down. And the company’s team can see a competitor automating and growing. What possible reason is there not to automate the key business processes?
In a nutshell, the Salesforce Small and Medium Business Trends Report finds that the stagnant business doesn’t have the time or budget to implement an automated process like CRM.
Price was picked as the main reason a small business doesn’t adopt automated technology. Right behind that is how easy (or not so easy) it is to get a small business started using an automated process.
Sixty-two percent of the small businesses surveyed by Salesforce say that training would help them adopt automated technology faster. However, the same small businesses that say they need training on adopting and implementing automation don’t have time for it or can’t afford it.
Just 26 percent of those surveyed say they have more than one IT person on staff to help with that training and implementation.
Leary suggests these reasons for not adopting automation and AI at stagnant small businesses should not be excuses. He says, “The willingness to invest in automation, AI, and other technologies to improve customer engagement, and the ability to consistently provide valuable experiences over time, separate growth oriented small businesses.”
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