At Keith Bishop PR, we often say that brand is not what you say — it’s what people experience. This could not have been more clearly demonstrated than through a recent, frustrating encounter I had while trying to organise catering for a high-profile event.
The brief was straightforward: canapés for a guest list of up to 1,000 people. It was a sizeable opportunity for any food supplier, and I was ready to get the ball rolling quickly. However, what followed became a case study in how poor customer service can quietly and irreparably damage a brand’s reputation.
The (Non-)Response
I reached out to a company specialising in canapés — one with a strong online presence and what appeared to be a polished offering. The first call rang out. I tried again. Then I tried a different number. Still nothing. Thinking they might simply be busy or understaffed, I sent an email — polite, clear, and outlining the scale of the opportunity. Days passed with no reply.
I followed up with a second email, pointing out that no one had responded, and asked someone to call me directly. Eventually — over a week later — I received a generic email. No name. No phone number. No apology. Just a short, impersonal response that did little to help or reassure.
What That Experience Told Me
The message was clear: this company is not listening. And if they can’t be reached when I’m trying to give them business, what happens if there’s a problem on the day of the event?
I won’t attempt to contact them again. I won’t recommend them. Not because of one bad phone call or a missed message, but because of a consistent failure to show even the most basic professional courtesy.
This experience isn’t about canapés. It’s about the power of the small things — and how customer service is often the only real contact a brand has with its audience. Get it wrong, and you’re not just losing a sale — you’re losing trust, referrals, reputation, and possibly long-term loyalty.
Small Acts, Big Impact
In our industry, we often focus on the loud parts of branding: logos, slogans, websites, campaigns. But these are only as strong as the quiet moments where a customer interacts with you — a phone call answered promptly, a friendly email, a name at the bottom of the message, a sense that someone actually cares.
Brands are built or broken in these micro-moments.
- A receptionist who remembers your name.
- An out-of-hours message that still gives you an alternative contact.
- A follow-up to say, “We’re working on this and will get back to you.”
These aren’t costly. They don’t require a big team. But they do require intention — a company culture that understands the value of responsiveness and respect.
The Cost of Silence
What many companies fail to realise is that silence is not neutral. When a customer is ignored — especially a potential client offering significant business — the silence says everything:
- “You’re not important to us.”
- “We don’t have time for you.”
- “We’re too disorganised to respond.”
And in today’s world of instant reviews, WhatsApp groups, and social media sharing, a bad experience can travel fast. In my case, this particular company won’t make it onto our supplier list — and they’ve lost not just my business, but the business of anyone I might have referred to them.
The Good News: It Works Both Ways
The flip side of all this? A little effort goes a long way.
We’ve worked with companies who’ve won repeat business for years because they called back within the hour, or remembered a detail from a previous event, or made a stressful process feel easy and smooth. That kind of attentiveness doesn’t just win the job — it wins loyalty.
And loyalty is the most valuable brand currency there is.
Final Thought
At Keith Bishop PR, we’re often brought in to manage reputations during crises — but many reputational issues start not with scandal or controversy, but with something as simple as neglect. Customer service isn’t just a support function; it is the brand.
A missed call may seem minor. But as this experience proves, the smallest things can make or break the customer journey — and your brand reputation along with it.
