Aron Gelbard is a founder and CEO obsessed with feedback. The business he has built is Bloom & Wild, which made its name with flower delivery but has now expanded into other gifts, such as brownies and whisky. It pioneered the idea of letterbox delivery, where flowers are packaged in flat boxes that can be assembled into bouquets at home.

Gelbard tells Dougal Shaw how an obsession with feedback, including A/B Testing and NPS (Net Promoter Score), has been the secret to growing his business, which is now international and has annual revenues of more than £110m. If you truly embrace feedback you can turn disappointed customers into your greatest fans...

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