Forbes
Petr Marek
Jan. 2, 2025
There are approximately 34.8 million small businesses in the United States, accounting for roughly 99% of all businesses. Earlier this year, my company released data highlighting the impact financial hardships have had on small- to medium-sized business (SMB) owners in the U.S. The survey pointed to the measures people are willing to take to save their businesses as inflation and rising costs force SMB owners to make difficult decisions, including going into credit card debt or even putting a second mortgage on their homes. This data underlines the pressure small businesses feel to do everything they can to meet their customers’ needs so they can continue to grow.
Looking ahead to 2025, I believe small business success will hinge on remaining focused and adaptable, in addition to streamlining operations so that serving customers remains at the forefront. By avoiding unnecessary complexity and overhead that can divert attention from customers’ needs, your business can be responsive and proactive in delivering quick resolutions and personalized service. Smaller teams can potentially respond even faster, being able to offer a more tailored experience to each customer.
There are three areas I recommend keeping top-of-mind for businesses looking to keep up with the changes we’re seeing in the business landscape: focusing on customer service, adapting to customer feedback and continually improving your products or services with tools like AI. Let’s take a closer look at how you can maximize these areas in the coming year.
1. Offering Quality Customer Service
I believe customer experience will continue to be a key differentiator, especially as consumers become more selective. In the age of overwhelming information, simplicity is key. Focus on clear, concise and easily accessible communication with your customers. I recommend prioritizing intuitive interfaces, straightforward processes and clear expectations for response times.
Also, make it easy for customers to find answers and get help when they need it, whether they get help through a website, social media or direct customer support channels. I have found that a simplified customer experience can help reduce frustration and increase satisfaction—both of which are essential for building loyalty.
But a successful customer service strategy often requires more than just a dedicated support staff. Ensure you have a well-rounded team where everyone—from sales to operations to customer support—is trained to handle customer concerns with empathy and efficiency. Cross-training staff to understand the full customer journey can help foster a more holistic approach to service, allowing each team member to anticipate and solve issues quickly.
2. Preparing For The Future With Feedback
Having a well-rounded understanding of your business is key to adapting to the ebbs and flows that will naturally happen. By looking at your business holistically, you can identify potential weaknesses in addition to opportunities for further growth. After all, providing the best product or service and setting yourself apart from the competition is important for long-term success.
One part of achieving this full understanding is collecting and incorporating customer feedback. Understanding what is or isn’t working for your customers can help you adapt, invest in research and development, proactively make updates to your products, and introduce new features effectively. Demonstrating your attentiveness to feedback can also help you build a loyal customer base, which can help provide stability, especially during uncertain economic times.
3. Strategically Implementing AI
In 2024, enterprise AI applications grew exponentially. I believe that in 2025, businesses will be wise to begin capitalizing on this growth by implementing AI in ways that are beneficial to the bottom line.
However, while AI can offer significant advantages in terms of automation and insights, avoid over relying on it. Although AI is making waves across industries, the technology remains too new for many small businesses to implement in its entirety. Due to the technology’s rapid evolution, I recommend approaching AI adoption cautiously. Early adoption can be risky if not done with clear objectives and a deep understanding of the technology’s capabilities and limitations.
Take a step-by-step approach, testing AI tools in smaller areas of your operations before scaling up. This can allow you to gauge what works and where AI can add value without committing too heavily to a new technology that may not be fully aligned with your business needs. One practical way your business may begin using AI in 2025 is by leveraging it to enhance efficiency in tasks like search and content creation. For example, I’ve found that AI can be a great asset for finding relevant data quickly, whether for conducting market research or identifying industry trends.
I believe that by focusing on these areas, any small business can improve their chances of success in the midst of the ever-changing business landscape. As a new year approaches, it’s worth taking stock of your organization’s customer service approach, AI strategy, and contingency plans to maintain momentum in 2025 and beyond.