Customers increasingly expect a seamless and immediately satisfying experience, something that big businesses spend time and money to create. But today, technology solutions are enabling small businesses to have big-business presence, giving smaller organizations the opportunity to compete above their weight. It's not as simple as just having a shiny online storefront, though. Even if your company website is as responsive and engaging as a global multinational, if you don't have a unified communications (UC) system, chances are you are not meeting customers' expectations for responsiveness — giving them all the reason they need to look elsewhere. If your customers call and are expecting you to answer, voicemail and a call back at the end of the day won't be enough.