Everybody knows the age-old Ray Kroc story.
You’ve probably heard it in some MBA class or business book. Ray Kroc — the man behind the McDonald’s empire — once stood in front of a classroom and asked, “What business is McDonald’s in?”
Everyone took a stab at it.
“Hamburgers.”
“Food service.”
“Fast, efficient restaurants.”
“Maybe family entertainment?”
And Ray just shook his head.
“Nope,” he said. “McDonald’s is in the real estate business.”
They own some of the most valuable property in the world. That’s their actual business. The burgers are just the vehicle to get people there.
That story has stuck with me for years.
Because every now and then, you find yourself in a business thinking you’re selling one thing — only to realise your actual business is something else entirely.
And that’s exactly what I’ve come to understand about Rocking.
We’re not in the internet business.
We’re not in the bandwidth business.
We’re not even in the technical support business.
We’re in the support business — full stop.
That’s what we really sell.
Helping people. Being there when things go wrong. Offering calm, control, and clarity in the middle of chaos.
Sure, the money comes from products like Office 365, internet links, email hosting, endpoint security. But those are just the vehicles. They’re the burgers.
The thing people are actually buying is the confidence that when something breaks — when their inbox dies, or the internet drops, or a client can’t reach them — someone has their back.
And that someone is us.
That’s the core of our business. That’s Rocking.
Over time, we’ve come to realise that delivering excellent support — the kind people remember, and rave about — comes down to three core things.
If you’re missing any one of these, the whole experience breaks down.
1. Fast, meaningful response
If someone logs a ticket, sends an email, or hits us on WhatsApp, and we take two hours to reply — that sucks.
That’s just bad support.
From the user’s perspective, they’re stuck. They need help now. Waiting two hours to hear back is like being left on read during a crisis.
So we’ve made this a non-negotiable at Rocking.
We aim to respond in single-digit minutes whenever possible. Definitely within 15. And never longer than 20–30 unless the world is on fire.
Especially when there’s a crisis — a link outage, a full-on system failure — we jump in fast. Because that first touchpoint is critical. It tells the customer: We’re here. We’ve got this. You’re not alone.
2. Reassurance, even if you can’t fix it right now
Let’s be honest — not every problem can be fixed immediately.
Sometimes a support ticket is a three-click win. Amazing. But more often, it’s a major issue with a third-party provider. Think Microsoft going down. Or a fiber provider with a cut line somewhere in the middle of nowhere.
In those moments, you might not be able to fix it instantly.
But what you can do is reassure the customer that you’re on it. That you understand what’s going on. That you’re capable. That you’re working with the right people to get it sorted.
That level of calm — of competence — goes a long, long way.
Because what the client really wants is peace of mind.
They want to know:
“I’ve handed this over to Rocking. They know what they’re doing. I don’t have to stress about this anymore.”
If you can give people that feeling, you win. Every time.