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Fundamentals

In the simplest terms, Customer Journey Mismatch occurs when the experience a small to medium-sized business (SMB) provides to its customers doesn’t align with what those customers expect or need at each stage of their interaction. Imagine walking into a cozy local coffee shop expecting a warm, personalized greeting, only to be met with a confusing self-service kiosk and impersonal automated messages. That gap between expectation and reality is the essence of Mismatch.

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Understanding the Basic Concept for SMBs

For SMBs, understanding Customer Journey Mismatch is not just about customer satisfaction; it’s directly linked to business survival and growth. Unlike large corporations with vast resources to absorb customer dissatisfaction, SMBs often rely heavily on word-of-mouth referrals and repeat business. A single mismatched step in the customer journey can lead to negative reviews, lost customers, and ultimately, hindered growth.

Think of a local boutique that invests heavily in beautiful window displays and in-store ambiance to attract customers, but then falters with a clunky, slow online checkout process. This inconsistency creates a mismatch, potentially losing customers who loved the initial impression but were frustrated at the point of purchase.

The customer journey, in essence, is the complete path a customer takes when interacting with your business. It starts from the moment they become aware of your brand, moves through their initial engagement, purchase, and post-purchase interactions, and ideally, continues into long-term loyalty and advocacy. Each touchpoint along this journey ● whether it’s your website, social media, phone calls, in-person interactions, or even your billing process ● contributes to the overall customer experience. When these touchpoints are disjointed, inconsistent, or fail to meet customer expectations, a Customer Journey Mismatch arises.

For SMBs, Customer Journey Mismatch signifies a critical misalignment between customer expectations and the actual experiences provided, impacting growth and sustainability.

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Common Examples of Customer Journey Mismatch in SMBs

Let’s consider some practical examples of how Customer Journey Mismatch manifests in the SMB world:

These examples highlight that Customer Journey Mismatch isn’t always about a single major failure, but often a series of smaller inconsistencies that cumulatively detract from the overall customer experience. For SMBs, identifying these mismatches is the first step towards creating a more cohesive and customer-centric business.

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Why SMBs Need to Address Customer Journey Mismatch

Ignoring Customer Journey Mismatch can have serious consequences for SMBs, impacting various aspects of their operations and long-term viability:

  1. Customer Churn ● Mismatched experiences lead to dissatisfied customers who are more likely to switch to competitors. For SMBs, retaining customers is often more cost-effective than acquiring new ones.
  2. Negative Word-Of-Mouth ● Unhappy customers are vocal. In the age of social media and online reviews, negative word-of-mouth spreads rapidly and can severely damage an SMB’s reputation.
  3. Reduced Customer Lifetime Value ● Mismatches erode customer loyalty, shortening the duration of customer relationships and reducing their overall value to the business.
  4. Inefficient Marketing Spend ● If the doesn’t live up to marketing promises, marketing efforts become less effective. Acquired customers may not convert into repeat buyers, wasting marketing resources.
  5. Hindered Growth Potential ● Customer Journey Mismatch acts as a bottleneck to growth. It prevents SMBs from fully capitalizing on their market potential and achieving sustainable expansion.

Conversely, addressing Customer Journey Mismatch offers significant benefits:

In essence, for SMBs operating with limited resources and striving for growth, optimizing the customer journey and eliminating mismatches is not just a ‘nice-to-have’ but a strategic imperative. It’s about ensuring that every customer interaction contributes positively to the business’s overall goals.

Intermediate

Building upon the fundamental understanding of Customer Journey Mismatch, we now delve into a more intermediate perspective, focusing on the underlying causes, the operational impact across different SMB functions, and practical strategies for identification and initial optimization. At this stage, we move beyond simple definitions and start to analyze the complexities and nuances of creating a cohesive customer experience within the SMB context.

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Deeper Dive into the Causes of Customer Journey Mismatch

Customer Journey Mismatch doesn’t arise in a vacuum. Several interconnected factors within SMB operations can contribute to these inconsistencies. Understanding these root causes is crucial for effective diagnosis and resolution:

  • Siloed Departments ● Often, SMBs operate with departmental silos ● marketing, sales, and customer service function independently with limited communication or shared customer data. This lack of integration leads to disjointed customer experiences as customers move between departments. For instance, marketing might promise personalized service, but the sales team operates with a generic, one-size-fits-all approach.
  • Lack of Customer-Centric Culture ● If an SMB’s organizational culture isn’t deeply rooted in customer-centricity, decisions might be made primarily based on internal efficiency or cost-cutting, neglecting the customer’s perspective. This can result in processes and policies that are convenient for the business but frustrating for customers.
  • Inconsistent Branding and Messaging ● Variations in brand messaging across different channels (website, social media, in-store) can create confusion and mismatch customer expectations. A consistent brand voice and value proposition are essential across all touchpoints.
  • Technology Gaps and Integration Issues ● SMBs often rely on a patchwork of different software and systems (CRM, marketing automation, e-commerce platforms) that are not properly integrated. This can lead to data silos, fragmented customer data, and inconsistent experiences across different platforms. For example, online orders not seamlessly syncing with inventory management, leading to fulfillment errors.
  • Limited Mechanisms ● Without robust systems for collecting and analyzing customer feedback, SMBs remain unaware of customer pain points and mismatches in the journey. Passive feedback collection (like online surveys) or neglecting direct customer interactions can blind SMBs to critical issues.
  • Rapid Growth and Scalability Challenges ● SMBs experiencing rapid growth can struggle to maintain consistency in their customer journey. Processes that worked well at a smaller scale might become inadequate as the business expands, leading to service breakdowns and mismatches.

Addressing these root causes requires a holistic approach that goes beyond superficial fixes. It necessitates a shift in mindset, organizational structure, and operational processes within the SMB.

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Operational Impact Across SMB Functions

Customer Journey Mismatch has a ripple effect across various operational areas within an SMB, impacting efficiency, profitability, and overall business performance:

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Marketing

In marketing, mismatches can manifest as:

  • Ineffective Campaigns ● Marketing campaigns that attract the wrong type of customer or overpromise on the customer experience, leading to low conversion rates and wasted ad spend.
  • Brand Dilution ● Inconsistent messaging and experiences can dilute brand identity and weaken brand perception in the market.
  • Lower Lead Quality ● Mismatched expectations set by marketing can result in attracting leads who are not genuinely interested in the actual product or service offering, leading to lower lead-to-customer conversion rates.
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Sales

In sales, mismatches can lead to:

  • Lost Sales Opportunities ● A disjointed sales process, lack of personalized attention, or failure to address customer needs effectively can result in lost sales and abandoned carts (for e-commerce SMBs).
  • Increased Sales Cycle Length ● Confusion, delays, and inconsistencies in the sales journey can prolong the sales cycle, tying up sales resources and delaying revenue generation.
  • Lower Average Order Value ● If the sales experience is not compelling or doesn’t build trust, customers may be less inclined to purchase add-ons or higher-value products/services.
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Customer Service

In customer service, mismatches can severely damage customer relationships:

These operational impacts demonstrate that Customer Journey Mismatch is not just a customer-facing issue; it’s a business-wide problem that affects efficiency, profitability, and long-term sustainability. Addressing it requires a coordinated effort across all departments.

Operational inefficiencies, diluted brand perception, and increased customer churn are direct consequences of unaddressed Customer Journey Mismatch in SMBs.

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Identifying and Initially Addressing Customer Journey Mismatch

For SMBs with limited resources, a pragmatic approach to identifying and addressing Customer Journey Mismatch is crucial. Here are some initial steps:

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Mapping the Current Customer Journey

Start by visually mapping out the current customer journey. This doesn’t need to be a complex, expensive exercise. A simple flowchart or even a whiteboard diagram can be effective. Identify all touchpoints a customer typically interacts with, from initial awareness to post-purchase support.

Consider both online and offline touchpoints. For example, a local bakery’s journey might include:

  1. Online Search ● Customer searches for “best bakery near me” on Google.
  2. Website Visit ● Customer visits the bakery’s website to view menu and location.
  3. Social Media Interaction ● Customer checks bakery’s Instagram for daily specials.
  4. In-Store Visit ● Customer visits the physical bakery to purchase items.
  5. Point of Sale Interaction ● Customer interacts with cashier during checkout.
  6. Product Consumption ● Customer enjoys purchased baked goods.
  7. Post-Purchase Follow-Up (Optional) ● Bakery sends a thank-you email or offers a loyalty program.
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Gathering Customer Feedback

Implement simple methods to gather customer feedback at different touchpoints. This could include:

  • Informal Conversations ● Encourage frontline staff (sales, customer service) to actively listen to customer feedback and concerns during interactions.
  • Online Surveys ● Use free or low-cost survey tools (e.g., SurveyMonkey, Google Forms) to collect feedback after purchase or service interactions. Keep surveys short and focused.
  • Social Media Monitoring ● Actively monitor social media channels for mentions of your brand and customer comments (both positive and negative).
  • Review Site Analysis ● Regularly check online review sites (Google Reviews, Yelp, industry-specific review platforms) to understand customer perceptions and identify recurring themes.
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Analyzing Touchpoint Consistency

Once you have a customer journey map and some initial feedback, analyze the consistency and alignment across different touchpoints. Ask questions like:

  • Is the brand messaging consistent across the website, social media, and in-store experience?
  • Does the online experience seamlessly transition to the offline experience (and vice versa)?
  • Is the level of service and personalization consistent across sales and customer support interactions?
  • Are there any points in the journey where customers seem to drop off or express frustration (based on feedback or website analytics)?
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Prioritizing Quick Wins

Based on your analysis, identify “quick wins” ● areas where you can make relatively easy and impactful improvements to address Customer Journey Mismatch. These might include:

  • Improving Website Mobile-Friendliness ● Ensuring your website is responsive and easy to use on mobile devices.
  • Standardizing Customer Service Responses ● Developing templates and guidelines for customer service interactions to ensure consistency and speed.
  • Updating Inconsistent Product Information ● Ensuring product descriptions, pricing, and availability are consistent across all channels (website, in-store displays, etc.).
  • Streamlining the Online Checkout Process ● Simplifying the checkout process on your website to reduce cart abandonment.

These initial steps are about gaining a clearer understanding of the current customer journey, identifying obvious mismatches, and implementing quick, practical fixes. This sets the stage for more advanced and strategic optimization efforts.

Advanced

At an advanced level, Customer Journey Mismatch transcends simple operational inconsistencies and becomes a critical strategic vulnerability for SMBs, particularly in the context of rapid technological advancements and evolving customer expectations. The advanced definition of Customer Journey Mismatch is not merely a misalignment, but a Strategic Dissonance between the intended customer experience, driven by the SMB’s value proposition and brand promise, and the actual lived experience of the customer across all touchpoints, leading to a systemic erosion of customer value and competitive advantage.

This advanced perspective requires a nuanced understanding that incorporates diverse perspectives, acknowledges multi-cultural business aspects, and analyzes cross-sectorial influences. For SMBs operating in increasingly globalized and interconnected markets, the implications of Customer Journey Mismatch are amplified, demanding a sophisticated and proactive approach.

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Redefining Customer Journey Mismatch ● A Strategic Dissonance Perspective

Drawing upon reputable business research and data, we redefine Customer Journey Mismatch for SMBs as:

A state of Strategic Dissonance where the cumulative effect of misaligned touchpoints across the customer journey actively undermines the SMB’s strategic objectives, specifically impacting customer acquisition cost (CAC), customer lifetime value (CLTV), and long-term sustainable growth.

This definition emphasizes the strategic consequences of mismatch, moving beyond tactical fixes to address the fundamental alignment between the intended business strategy and the delivered customer experience. It highlights that in the advanced SMB context, Customer Journey Mismatch is not just about fixing individual touchpoints, but about ensuring that the entire customer journey is strategically designed to drive key business outcomes.

Several factors contribute to this advanced understanding:

  • Data-Driven Customer Insights ● Advanced SMBs leverage sophisticated data analytics to gain deep insights into customer behavior, preferences, and pain points across the entire journey. This data-driven approach moves beyond anecdotal feedback to identify systemic mismatches with precision.
  • Omnichannel Customer Engagement ● Today’s customers expect seamless experiences across multiple channels ● online, offline, mobile, social. Advanced SMBs must orchestrate a truly omnichannel journey, where touchpoints are interconnected and data flows seamlessly, minimizing potential for mismatch.
  • Personalization at Scale ● Customers increasingly demand personalized experiences. Advanced SMBs utilize automation and AI-powered tools to deliver personalized interactions at scale, ensuring relevance and value at each stage of the journey. Mismatch occurs when personalization efforts are superficial or fail to genuinely address individual customer needs.
  • Proactive Customer Journey Optimization ● Advanced SMBs adopt a proactive approach to customer journey optimization, continuously monitoring, analyzing, and refining the journey based on real-time data and evolving customer expectations. This is not a one-time project, but an ongoing strategic imperative.
  • Cross-Functional Alignment and Collaboration ● Addressing requires deep cross-functional alignment. Marketing, sales, customer service, product development, and even operations must work collaboratively to design and deliver a cohesive and strategically aligned customer journey. Siloed approaches are no longer viable.
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Analyzing Cross-Sectorial Business Influences on Customer Journey Mismatch

The nature and impact of Customer Journey Mismatch are significantly influenced by the specific industry sector in which an SMB operates. Cross-sectorial analysis reveals that while the core concept remains consistent, the manifestations and strategic implications vary widely.

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Retail and E-Commerce SMBs

For retail and e-commerce SMBs, Customer Journey Mismatch often centers around:

  • Omnichannel Experience Gaps ● Inconsistencies between online and offline shopping experiences (e.g., different pricing, inventory discrepancies, disjointed return processes).
  • Digital Customer Service Deficiencies ● Slow or ineffective online customer support (e.g., unresponsive chatbots, lengthy email response times).
  • Personalization Failures in E-Commerce ● Generic product recommendations, irrelevant marketing emails, and lack of personalized website experiences.
  • Supply Chain and Fulfillment Mismatches ● Delayed deliveries, inaccurate order fulfillment, and poor communication regarding shipping and tracking.

The strategic outcome of these mismatches is often direct revenue loss through cart abandonment, negative online reviews, and decreased in a highly competitive landscape.

Table 1 ● Customer Journey Mismatch in Retail/E-Commerce SMBs

Mismatch Area Omnichannel Discrepancies
Manifestation Price differences online vs. in-store, inconsistent return policies.
Strategic Impact Erosion of brand trust, reduced repeat purchases.
Mismatch Area Digital Support Lags
Manifestation Slow chatbot responses, long email resolution times.
Strategic Impact Increased customer frustration, negative online reviews.
Mismatch Area Personalization Gaps
Manifestation Generic product recommendations, irrelevant email marketing.
Strategic Impact Lower conversion rates, decreased customer engagement.
Mismatch Area Fulfillment Issues
Manifestation Delivery delays, order inaccuracies, poor shipping communication.
Strategic Impact Customer dissatisfaction, increased return rates, damaged reputation.
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Service-Based SMBs (e.g., Professional Services, Hospitality)

For service-based SMBs, Customer Journey Mismatch is often rooted in:

  • Inconsistent Service Delivery ● Variations in service quality depending on staff member, location, or time of day.
  • Lack of Personalized Service ● Treating all customers the same, failing to tailor services to individual needs and preferences.
  • Inefficient Booking and Scheduling Processes ● Clunky online booking systems, long wait times on the phone, or scheduling conflicts.
  • Poor Communication and Follow-Up ● Lack of proactive communication, inadequate follow-up after service delivery, and failure to address customer concerns promptly.

The strategic impact in service industries is often reflected in customer attrition, negative word-of-mouth referrals, and difficulty in building long-term customer relationships, which are crucial for service-based SMBs.

Table 2 ● Customer Journey Mismatch in Service-Based SMBs

Mismatch Area Service Inconsistency
Manifestation Variable service quality across staff or locations.
Strategic Impact Damage to service reputation, reduced customer referrals.
Mismatch Area Lack of Personalization
Manifestation Generic service approach, failing to cater to individual needs.
Strategic Impact Lower customer satisfaction, decreased loyalty.
Mismatch Area Booking Inefficiencies
Manifestation Complicated online booking, long phone wait times.
Strategic Impact Customer frustration, lost booking opportunities.
Mismatch Area Communication Deficits
Manifestation Lack of proactive updates, poor post-service follow-up.
Strategic Impact Erosion of customer trust, negative word-of-mouth.
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Software and Technology SMBs (SaaS)

For software and technology SMBs, especially SaaS businesses, Customer Journey Mismatch frequently manifests as:

  • Complex Onboarding and User Experience ● Difficult to use software interfaces, confusing onboarding processes, and inadequate user documentation.
  • Feature-Functionality Gaps ● Marketing promises features that are not fully functional or user-friendly in the actual product.
  • Insufficient Customer Support for Technical Issues ● Slow response times for technical support, lack of expertise in resolving complex issues, and inadequate self-service resources.
  • Pricing and Value Mismatch ● Perceived high price for the actual value delivered, especially if the user experience is poor or features are lacking.

Strategically, these mismatches lead to high churn rates, low customer adoption of premium features, and difficulty in scaling the SaaS business, as customer retention and expansion are paramount in this sector.

Table 3 ● Customer Journey Mismatch in Software/Tech SMBs (SaaS)

Mismatch Area Onboarding Complexity
Manifestation Difficult setup process, confusing user interface.
Strategic Impact Lower user adoption rates, increased churn in early stages.
Mismatch Area Feature vs. Functionality Gap
Manifestation Marketed features not fully functional or user-friendly.
Strategic Impact Customer disappointment, negative product reviews.
Mismatch Area Technical Support Deficiencies
Manifestation Slow response to tech issues, lack of expert support.
Strategic Impact Increased customer frustration, higher churn rates.
Mismatch Area Value-Pricing Misalignment
Manifestation Perceived high price for actual product value/experience.
Strategic Impact Price sensitivity, resistance to upgrades, churn risk.

These cross-sectorial examples demonstrate that while the concept of Customer Journey Mismatch is universal, its specific manifestations and strategic implications are heavily context-dependent. SMBs must deeply understand the nuances of their industry and customer expectations within that sector to effectively identify and address mismatches.

Sector-specific nuances significantly shape the manifestation and strategic consequences of Customer Journey Mismatch, demanding tailored solutions for SMBs.

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Automation and Implementation Strategies to Address Advanced Customer Journey Mismatch

Addressing Strategic Dissonance in the customer journey requires a sophisticated approach that leverages automation and strategic implementation. For advanced SMBs, this involves moving beyond basic fixes to create a dynamically optimized and proactively managed customer journey.

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Advanced Automation for Personalization and Proactive Engagement

Leveraging advanced automation tools is crucial for delivering personalized experiences at scale and proactively addressing potential mismatches:

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Strategic Implementation Framework for Customer Journey Alignment

Strategic implementation requires a structured framework to ensure that is not a piecemeal effort but a cohesive, business-wide initiative:

  1. Customer Journey Leadership and Ownership ● Appoint a dedicated customer journey leader or team responsible for overseeing the entire customer journey, driving cross-functional alignment, and ensuring strategic consistency. This role is crucial for breaking down silos and fostering a customer-centric culture.
  2. Data Integration and Centralized Customer View ● Invest in technologies and processes to integrate customer data from all touchpoints into a centralized customer data platform (CDP). This provides a single, unified view of each customer, enabling personalized and consistent experiences.
  3. Agile Customer Journey Design and Iteration ● Adopt an agile methodology for customer journey design and optimization. Implement changes iteratively, continuously testing and refining the journey based on data and customer feedback. Avoid lengthy, waterfall-style projects.
  4. Employee Empowerment and Training ● Empower frontline employees to proactively address customer needs and resolve issues at the point of interaction. Provide comprehensive training on customer journey principles, brand values, and customer service best practices.
  5. Metrics-Driven Customer Journey Management ● Establish key performance indicators (KPIs) to measure customer journey performance (e.g., customer satisfaction, churn rate, journey completion rates, touchpoint effectiveness). Regularly monitor these metrics, analyze trends, and use data to drive continuous improvement.

By strategically implementing these automation and framework strategies, advanced SMBs can transform Customer Journey Mismatch from a strategic vulnerability into a competitive advantage. A well-orchestrated, personalized, and proactively managed customer journey becomes a powerful differentiator, driving customer loyalty, advocacy, and sustainable growth.

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Controversial Insight ● Embracing ‘Intentional Mismatch’ for Strategic Differentiation

While the focus is on eliminating Customer Journey Mismatch, a potentially controversial yet expert-driven insight is the concept of ‘Intentional Mismatch‘ for strategic differentiation. In certain niche markets or for specific customer segments, SMBs can strategically create deliberate mismatches to stand out and attract a specific type of customer. This is not about providing a poor experience, but about intentionally deviating from conventional customer journey norms to create a unique and memorable brand experience.

For example:

  • High-Touch Vs. High-Tech Balance ● In a highly automated industry, an SMB might intentionally emphasize human interaction and personalized service, even if it means slightly longer response times. This ‘intentional mismatch’ can appeal to customers who value personal connection over pure efficiency.
  • Embracing ‘Rustic’ or ‘Imperfect’ Experiences ● In sectors dominated by polished, standardized experiences, an SMB might intentionally embrace a more ‘rustic’ or ‘imperfect’ aesthetic in its customer journey. Think of a farm-to-table restaurant that intentionally keeps its décor simple and focuses on authentic, unpretentious service. This can appeal to customers seeking authenticity and a departure from mass-produced experiences.
  • Creating ‘Scarcity’ or ‘Exclusivity’ through Journey Friction ● Luxury brands often intentionally create some level of ‘friction’ in the customer journey to enhance exclusivity. This might involve appointment-only shopping, limited product availability, or a more selective customer onboarding process. This ‘intentional mismatch’ can increase perceived value and desirability for certain customer segments.

Caution ● ‘Intentional Mismatch‘ is a high-risk, high-reward strategy. It requires deep customer understanding, careful market analysis, and precise execution. It should only be considered by SMBs with a strong brand identity, a clear understanding of their target customer, and a willingness to experiment and iterate.

It is crucial to differentiate between ‘intentional mismatch’ and simply providing poor service due to negligence or inefficiency. The intention must always be to enhance the customer experience for a specific segment, not to cut corners or reduce service quality across the board.

In conclusion, mastering the advanced understanding of Customer Journey Mismatch for SMBs involves moving beyond basic fixes to strategic alignment, leveraging automation intelligently, implementing robust frameworks, and even, in specific cases, strategically considering ‘Intentional Mismatch‘ for differentiation. The ultimate goal is to create a customer journey that not only satisfies but delights customers, driving sustainable growth and in an increasingly complex and demanding business environment.

Customer Journey Optimization, Strategic Dissonance, SMB Automation
Strategic misalignment between expected and actual customer experiences, hindering SMB growth.