Small and medium-sized enterprises (SMEs) can significantly improve their performance by strategically using customer data.

The discussion explores how SMEs can leverage data for personalised customer experiences, predictive insights, enhanced decision-making, and operational efficiency.

Specific examples worldwide illustrate the benefits to marketing, product development, service enhancement, and operational optimisation.

The importance of ethical data handling and data privacy is also stressed, alongside practical steps for implementing a data-driven strategy and future technological advancements like AI and IoT that will further enhance the potential of data usage.

Ultimately, the talk ends by suggesting that SMEs embrace a superior data strategy to gain a competitive edge and foster stronger customer relationships.