If you’re like me you’ve probably got a couple of different email addresses, a landline, a mobile, some sort of electronic organiser and a couple of other gadgets. Whatever it is you’ve got, the crux of it is that you’re probably rarely out of touch with anyone; staff, clients, colleagues, friends and family who, more and more, expect you to respond to their communication almost immediately.
This trend has some major implications for small business. The most obvious is how it can impact your effectiveness; on the upside you can keep on top of the business from virtually anywhere in the world. On the downside, just keeping up with all the communication can be easily distracting, sometimes it can seem like you spend all day answering emails and phone calls and doing very little else. But perhaps even more importantly, although far less considered, are the opportunities and threats posed by communication technology.
At the big end of town this very question is being posed by whole departments dedicated to communicating company objectives to stakeholders, but it’s just as important at the SME level. Corporates are discussing how to best use technology to cut through the “clutter” and make sure their messages get through to shareholders, customers and employees.
They’re investing large amounts of money on implementing the sort of technology that will let them do things like stream video messages from management and host online interactive meetings. I’m not suggesting for a minute that sort of communication at the SME level is necessary or even appropriate, but it’s still vital to think about whether the way you’re using technology (or not using technology) to link with clients and potential clients is actually benefiting your company or making you seem prehistoric.
As a bit of an audit, start by questioning whether your emails are an extension of your brand? The same way you wouldn’t send out a letter without your logo and details of the business, ask how your stakeholders would perceive your email? Do they come from your own business address or are you using a free account like Hotmail? Most of these types of accounts can now be adapted so your customers needn’t know it’s from a free account. An automatic signature with your name, position, company and contact details also looks more professional, particularly if you’re emailing someone for the first time. If you regularly send your customers information via email, how does it look? Is it well designed to grab their attention?
At the other end of the spectrum, what sort of interactivity does your website provide? Does it add value to visitors by providing any additional information or links to other sites? Depending on the type of business and the “personality” you want to reflect, does it give visitors a feel for who you are and what you do? For example if you’re the type of business which prides itself on having open dialogue with customers, have you considered blogging or forums on your site? If you offer transactional capabilities through your site, just how easy are they to use? Online shopping carts are a fantastic way to generate extra revenue but they can be more of a help than a hindrance if they’re difficult to use or don’t “fit” with the rest of your site.
There’s no question that Australia’s savviest consumers rely on technology to research and make purchase decisions. The question for SME owners is whether they’re willing to meet those consumers’ needs or risk losing sales to those who do.