We’ve been hearing from SMBs for years that enterprises are missing the mark and could engage with them in a much better way. So, we decided to explore enterprises’ engagement model in more detail. To do that, we commissioned a survey of more than 1,000 respondents3 – split equally between enterprises and SMBs. When asked about the state of their mutual relationship, enterprises consistently rated their performance and engagement far higher than SMBs’ assessments of enterprise performance across a number of critical attributes – trust, caring, understanding, and relationships.
Overall, it’s clear that enterprises believe that they get what SMBs want and need. But SMBs don’t see that understanding coming through in practice. In fact, there’s a considerable gap between the perceptions that enterprises have about their relationship and the reality that SMBs express.
When it comes to trust, 83% of enterprises believe that the SMBs they work with trust them. But only half of SMBS said that they did, in fact, trust enterprises. Eighty-five percent of enterprises believe that their company cares about SMB success. Nearly half of SMBs (48%) say they don’t. When it comes to whether enterprises understand the challenges facing SMBs, 72% of enterprises believe that SMBs are a major focus for their company, yet 47% of SMBs think enterprises aren’t trying to understand their challenges. Eight out of 10 enterprises believe they have a strong relationship with their SMB customers. But 45% of SMBs say that’s not the case. Taken together, these findings highlight the clear disconnect.