Consumer expectations aren’t just rising—they’re accelerating.
Today’s customers expect businesses to recognize them, respond quickly, and deliver seamless digital experiences across every touchpoint. They read reviews before they buy. They expect follow-ups after they purchase. And if a website, booking system, or payment process feels clunky, they move on—often without a second thought.
For small business owners, that can feel overwhelming. How do you compete with big-box retailers and online giants that seem to have unlimited tech budgets? How do you turn feedback—especially negative reviews—into stronger loyalty instead of lost revenue?
To find out what’s really changed—and what small businesses may be underestimating—I spoke with Patricia Rollins, Executive Director of Marketing at Thryv, a global AI-powered marketing platform for small and medium-sized businesses. Like me, Patricia is the daughter of small business owners, which inspired her to help SMBs by focusing her career on equipping entrepreneurs with the technology and tools they need to thrive.
Rieva Lesonsky: Consumer expectations feel higher than ever this year. What’s changed most in how customers decide where to spend their money—and what small businesses often underestimate about that shift?
Patricia Rollins: Consumers expect fast, personalized, and consistent experiences across every online touchpoint. That makes a seamless digital presence essential. Yet 28% to 36% of small businesses still don’t have a website. This isn’t sustainable today.
Think about a customer buying flowers locally: They want to browse new spring arrangements on Instagram, save one they love to a cart, and purchase it weeks later from the same cart but now on the florist’s website, timed perfectly for their mom’s birthday. They expect a confirmation text, personalized emails with “arrangements you’ll love,” and a thoughtful reply when they leave a review.
They want to feel known, heard, and appreciated.
That may sound overwhelming, but AI-driven automation now makes this kind of connected, personalized experience surprisingly easy—and affordable—for small businesses.
Lesonsky: Why have reviews become such a powerful driver of repeat purchases, especially for local and service-based businesses? What are customers really looking for when they read them?
Rollins: Reputation is one of the most influential forces in the customer decision-making process. Reviews shape perceptions long before customers reach out. A business that actively engages with customer reviews and takes action based on feedback builds the kind of credibility that attracts new customers. A well-managed reputation becomes a competitive asset because it reflects real experiences shared by real customers, making it one of the most persuasive forms of social proof.
Lesonsky: Follow-up used to be considered “nice to have.” Why is it now essential to winning trust—and what does good follow-up actually look like in practice?
Rollins: Listening is a sign of respect. As consumers, most of us have had our feedback ignored at some point, and many of us have quickly moved on from that business. In 2026, customers expect businesses to acknowledge challenges, communicate openly, and show improvement. Clear communication helps reset expectations, rebuild customer trust, and demonstrate that your business is actively listening and evolving.
Customer Communication Best Practices
- Acknowledge issues directly without defensiveness or vague language
- Respond promptly to feedback, even if a full resolution takes time
- Explain what’s changing or improving to prevent repeat issues
- Follow up with affected customers to close the loop
- Use a consistent tone across channels to reinforce reliability
- Document communication patterns to improve future responses
Clear, consistent communication repairs trust and sets the foundation for a stronger customer experience moving forward.
Lesonsky: Small retailers and service businesses often feel they can’t compete with big-box stores or online giants. Where do you see small businesses holding a real advantage today?
Rollins: Small businesses have the advantage of being in the communities they serve. Their neighbors are their customers; they go to the same gym, their kids go to the same schools, or they coach a youth sports team. That accessibility breeds accountability and a uniquely personal take on how to better serve their customers.
Lesonsky: How important are seamless digital interactions—online booking, messaging, payments—to converting attention into actual sales? What happens when that experience breaks down?
Rollins: They’re critical. Time is a valued asset, and consumers will not waste it on a business that lacks an operational foundation. CRMs (Customer Relationship Management Systems) designed for small businesses, such as Thryv’s, are affordable and benefit both the business and the customer by automating repetitive tasks. It’s as important to offer a seamless customer experience as it is to offer an exceptional product or service. If that process isn’t seamless, customers will go to your competition. Automating these tasks is table-stakes.
Lesonsky: Customer feedback can feel overwhelming or even uncomfortable. How should small businesses think about feedback as a growth tool instead of a threat?
Rollins: Positive or negative, feedback absolutely supports growth. If it’s positive, it can boost your reputation, referrals, and team morale. Make sure you highlight it on your website and social channels, with the customer’s permission. If it’s negative, you now have the opportunity to publicly right a wrong. And AI tools can make it a whole lot easier. For example, our AI Review Response can track when a review appears, categorize the sentiment, and draft responses that you can tweak as needed. With AI, SMBs have no excuses when it comes to review response.
Lesonsky: What are some simple, realistic ways small businesses can turn reviews and customer insights into stronger loyalty and higher revenue—without adding more work for already-stretched teams?
Rollins: Amplify the good reviews:
- Set up post-purchase automated feedback loops with your customers (“How was your experience?”) and ask for permission to share the review. Then set up automated “thank you” emails with special discounts or early access to products or services.
- Include reviews in customer emails, social posts, and your website.
- Incorporate some of the key themes in your marketing, like “Fastest delivery in the area” or “Most responsive customer service.”
Act on the negative reviews to avoid lost revenue:
- Use AI to identify patterns in review responses so you can spot trending issues before they become costly issues (delivery speed, order accuracy, product quality, friendliness of staff, etc.).
- Acknowledge and address the issues. If customers have difficulty finding an item on your website, update the navigation bar. Or if customers aren’t hearing back from customer service, install a chatbot for simple questions.
- Let your customers know that you heard them and have implemented a change through email or website messaging.
Lesonsky: If you could give small business owners one piece of advice for meeting rising consumer expectations in 2026, what would it be—and where should they focus first?
Rollins: AI is your ally. Use AI and simple automations to uplevel your customer service:
- Create a seamless online inquiry, booking, and ordering process
- Send automated follow‑ups based on actions (purchase, visit, inquiry)
- Share personalized recommendations or reminders
- Launch tailored email or SMS journeys
- Save customer preferences and history
- Implement a chatbot to respond quickly to customer inquiries
- Respond quickly to customer reviews
As Rollins has shown us, consumer expectations aren’t likely to ease anytime soon. If anything, they’ll continue to rise as technology makes faster, more personalized experiences the norm.
The good news for small businesses is this: Meeting those expectations no longer requires enterprise-level budgets. With the right tools—and a commitment to listening, responding, and refining the customer experience—small businesses can turn rising expectations into a competitive advantage.
In 2026, success won’t go to the biggest business. It will go to the most responsive one.
Rieva Lesonsky is the founder of Small Business Currents, a content company focusing on small businesses and entrepreneurship. You can find her on Twitter @Rieva, Bluesky @Rieva.bsky.social, and LinkedIn. Or email her at Rieva@SmallBusinessCurrents.com.
Photo courtesy Getty Images for Unsplash+
