Digitalization of customer service in small and medium-sized enterprises: drivers for the development and improvement

Abstract

PurposeSmall and medium-sized enterprises (SMEs) are fundamental to the socioeconomic development of a country or region. They directly contribute to increasing employment generation and improving income distribution. Despite the importance of SMEs, there are still opportunities for developing works that support and guide SMEs to use digital technologies, especially to digitalize their customer service. Therefore, this work aims to propose drivers containing recommendations for developing and improving the digitalization of customer service in SMEs.Design/methodology/approachThis work uses a qualitative approach to systematize the main SMEs' characteristics and identify the boosting elements of the digitalization of customer service in the scientific literature. To this end, the authors conducted a content analysis of the most influential empirical and theoretical articles on the theme published from 2016 to 2021 in the Scopus database.FindingsThis work identified 38 boosting elements of the digitalization of customer service based on the scientific literature. These elements were grouped into six drivers for developing and improving the digitalization of customer service. The drivers contain recommendations that were adapted for SMEs according to their characteristics and based on the experience of the authors of this work.Originality/valueThis work contributes to promoting socioeconomic development, providing important solutions for managers and owners of SMEs to improve their customer service. The proposed drivers support and encourage the use of digital technologies for developing and improving customer service, overcoming the challenges of digitalization in these companies. Thus, SMEs will be able to increase the satisfaction of their customers and improve their competitiveness.

Guest editorial: Emerging issues in digital entrepreneurship – challenges and opportunities

“…One of the thematic clusters in the selection of papers focuses on concerns regarding data management in times of disasters. The study conducted by Costa et al (2024) expands upon how SMEs play a crucial role in the socioeconomic progress of a country or region. They immediately contribute to the growth of employment opportunities and the enhancement of income distribution.…”

Digital Transformation in MSMEs: Challenges and Opportunities in Technology Management

“…Through the adoption of digital technology, MSMEs can improve customer interactions, provide more personalized services, and respond to customer needs more efficiently [9]. Digitizing customer services in MSMEs can yield various benefits, including cost reduction, expansion of customer base, increased sales, and enhanced customer loyalty [10]. Thus, MSMEs can serve customers better and faster, thereby increasing satisfaction and loyalty.…”