The Two Companies Story
Here’s the story behind that question and why it matters more than you think.
You've probably lived it, that moment when you're waiting for something vital, and the silence starts to feel louder than any update. Here's what that looks like when it happens to your clients.
Imagine switching broadband providers. Your business depends on it, client calls, cloud files, everything. If it goes wrong, you can't work. Both promise to install on Friday.
But what happens between now and then tells two completely different stories.
Company 1: The Organised One
Immediately after sign-up:
You get a clear, friendly confirmation. Everything’s explained.
Three days before:
Engineer booked for Friday, 9–11 a.m. Here’s your emergency contact if anything changes.
The night before:
A quick reminder - We’re all set for tomorrow.
Morning of install:
The engineer arrives exactly as expected.
Company 2: The Messy One
Immediately after sign-up:
One automated email and then silence.
Three days before:
Nothing.
The night before:
Still nothing.
Morning of the install:
You check your inbox again. No update, no reminder, no clue.
You hesitate to call, you don’t want to be that customer.
10 a.m.: Still waiting. You finally phone, Twenty-five minutes on hold.
“It should be fine,” the agent says. Should be?
You hang up unsure, frustrated, and questioning your choice.
