BEING an SME isn't easy - especially in Singapore where competition is keen. Consumer purchasing tends to be more risk-averse and towards more established brands.

Trending up is the use of the term customer experience (CX), with companies like Apple, Amazon and Tesla focusing heavily on this. CX is increasingly rising to the top of most organisations' priority list. SMEs can likewise capitalise on CX for that competitive edge.

Here are five ways to create a great CX: