She says: “We know our customers really well and know their preferences so we can tell them when certain things are coming – when they’re in season and in stock. She’s managing director of Bodice of Holt, which offers a home delivery service for fruit and vegetables. It can also help you stand out from your competitors, something that Alice Boden understands. Understanding your customers’ needs can lead to better insights into your audience and allows you to develop services that are matched to your clients’ needs. There’s a lot of talk about personalisation and customer insight – that’s because it works. We spoke to two small business owners and asked them to share their experiences of growing their customer base.

But doing so is often a concern for businesses, with more than one in three companies saying that generating new business is their biggest worry.

Customers are the lifeblood of any business, so it’s vital you can keep generating leads and retaining your existing customers.

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