There’s a certain trust that can’t be delivered in a press release – more helpful hints on why word-of-mouth is still the best in this kind of situation. If you ask the majority of chauffeur service users in Norwich where they got their driver, you’ll get the same answer. They were given the phone number. No TripAdvisor, no Google AdWords, no price-comparison site. Just a friend at the end of a coffee saying: “Use this person. They’re reliable”.

That word-of-mouth endorsement is priceless.

In the world of business travel, reliability is a social asset. It gets shared selectively. It’s not something that people share indiscriminately – they keep it to themselves, like a favourite restaurant they’re not quite ready to share. When they do, the endorsement is all the more valuable because it’s scarce.

Norwich is small enough for this to work. The lawyers, the NHS managers, the energy companies, the agricultural technology companies – these are socially connected. People know people. A good experience with a chauffeur at the right time, and handled correctly, spreads through a network faster than a virus.

How do you get that reputation? Consistency, mostly. Not a spectacular single performance but 100 good ones. Cars that are on time. Drivers who know the way. Airport transfers from Norwich Airport that take into account flight delays without fuss or renegotiation. It’s the sum of all these instances, where nothing happened, that build a reputation.

Early morning runs are more important. A 5am pick up from a home in Thorpe St Andrew, smooth and punctual, is remembered differently to a lunchtime trip to the airport. Dropping someone off for an important meeting before the traffic has started is the sort of thing that gets texted to a friend the next week.

Occasions matter too. A Norfolk engagement dinner. A family picking up an ageing parent from the airport in December. A fundraiser with guests travelling from all over East Anglia. Each of these runs is a try-out. When it’s successful, it delivers the sort of word-of-mouth advertising money can’t buy.

“I don’t even bother looking elsewhere,” a regular said. “Why would I?”

That’s a rhetorical question. Once you have earned trust, it doesn’t seek alternatives.