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Paving the digital future for small businesses

Etisalat is the indispensable companion on the path of communication and development

As the preferred partner for Small and Medium Businesses (SMBs) across the UAE, Etisalat is playing an increasingly important role in the growth of the SMB sector, serving close to 300,000 customers. 
A majority of businesses in the UAE are SMBs. It is expected that an additional 100,000 new businesses in the market will be on its way in the run up to Expo 2020. Etisalat is focused on how, as a company, it can help, support and further grow the SMBs network in the country. With a high degree of government focus on this sector, it is hoped that Etisalat will churn wonders in the years to come.
The point is that SMBs employ more than 70 per cent of the UAE workforce, contributing roughly 60 to 70 per cent of the economy. The government wants to position the country as a major hub for SMBs, just like the way it is the major business hub for the region. 
As the main telecom operator in the country, Etisalat enjoys a competitive advantage when it comes to serving SMBs. It not only provides connectivity and communication services, but also ensures that it is capable of meeting the growing business requirements of the SMBs. This includes customer security, connectivity, besides supporting and enabling other services. 
Etisalat also has many potential points of presence in the market. Any SMB wanting to reach the service provider has multiple ways of doing it - dedicated account managers, SMB business partners, business centres across the UAE, as well as a SMB call centre. The system is, indeed, tailor-made to serve the interests of its clients.
Since SMBs are sometimes prone to being indecisive between large enterprises and consumers, Etisalat offers a dedicated team of professionals and experts, from within Etisalat and its external partners, who support the wider SMB network in the country. 
Etisalat has three different segments in its SMB Division - the top tier customers managed by internal account managers, second tier customers managed by premium business partners, and third tier of mass customers with business partners to serve their requirements. 
On the retail front, Etisalat has more than 50 business centres located all over the UAE. The priority has always been to play the role of a telecom solution consultant to its growing customer base. The Etisalat account managers constantly keep on analysing the needs and requirements of customers with the intention of furthering their trust. 
With a dedicated internal team that monitors customer satisfaction, Etisalat conducts quarterly customer satisfaction surveys. A marketing team responds promptly to issues raised by customers, with most sales orders undergoing a quality check to verify the requirements of the customers. Apart from the internal quality control, there is an external process of research. 
Etisalat SMB has a call centre that serves more than 300,000 customers. Mainly supporting customer enquiries and solving issues, the SMB call centre consultants (available on a 24/7 on a 365-day basis, a first in the region) guide businesses in a professional manner. Etisalat also recently rolled out a new on-boarding programme called "Hello Business" to enable new business customers to set up and ramp up their businesses. 
Universally, SMBs have three macro needs - value for money, convenience and simplicity. Etisalat takes care of all of them. This is why all propositions are priced transparently in order to enable customers to convert their major capital expenditure with zero upfront and easy monthly payment option like "Business Devices".
In addition, the array of services offered like "Business in a Box" ensures maximum convenience, as customers do not have to deal with multiple vendors. The propositions are also designed to remove complexity away from the customers so that the SMB customers can focus on their businesses.
The establishment of Business Council for SMB support in Dubai is a case in point. It proves that Etisalat cares for its customers and looks ahead fore a more vibrant relationship with SMBs. The focus is mainly on how much value propositions can bring to customers. It's all about deals that benefit the customers. The UAE being the hub for trade, travel and tourism, Etisalat has a major role to play in its development. Connecting business and people was never so easy. Etisalat ensures that it gets people remain connected with all smiles.
- mehkri@khaleejtimes.com

• UAE