Why does this matter? It only further shows the impact of an SMB’s digital maturity on their engagement with enterprises. The digital maturity of an SMB is driving their expectations and how they want to interact.
Take support channels. Less digitally mature businesses favor personal, one-to-one interaction and support. But the more digitally mature an SMB becomes, the more they are likely to prefer online self-service. Enterprises therefore have both a responsibility and a strong dollar incentive to help SMBs move up the digital maturity curve. At the same time, enterprises also need to find the right ways to support those SMBs that prefer not to advance their digital maturity or are slow to do so.
Coaching and training will be essential to advance SMB digital maturity. But today, we see that the less digitally mature SMBs don’t have access to, or focus on, training. Twice as many digitally mature SMBs (43%) as stragglers (21%) use training and upskilling services. There’s a clear opening for enterprises to engage with less digitally savvy SMBs to promote and perhaps even subsidize training to accelerate their digital maturity.