For small businesses, customer service is often the biggest competitive advantage. Building strong relationships with customers is crucial for growth and sustainability. To achieve this, small business owners should prioritise personalised interactions, attentiveness and build a customer-centric approach. How? By truly understanding their customers’ needs, preferences and pain points, small businesses can deliver tailored solutions and establish trust. Moreover, implementing feedback loops, actively seeking customer opinions, and promptly addressing concerns will foster customer loyalty and positive word-of-mouth, giving small businesses an even more distinct edge in the market.