Nobody decides to lose a customer. It happens quietly, in the ninety seconds between someone needing you and someone answering.
Most businesses track revenue. Almost none track the revenue that never showed up because a phone rang out. That gap is invisible on a report — there's no line item for the consultation that was never booked, the service call that went to a competitor, the customer who tried once and moved on.
The math is simple, the impact isn't. If you miss five calls a day and even a third would have converted, that's dozens of lost customers a month — every month, compounding.
The fix isn't hiring more reception staff for a problem that peaks at random hours. It's making sure every call gets answered, instantly, without exception.