The best moving company is the moving company that will move you as promised and expected and does it according to the assessment given to you and nothing will be damaged or lost and will be finished on time. Probably most moving companies are trying to do this, and many have been successful at it. That's why they stay in business. That's why they got good recommendations from previous customers.
The best moving companies like WOOLLCOTTS will try to make you happy. These companies have been in business frequently over the years. So if you are looking for a moving company, look for a company with good experience.
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A dishonest moving company may not work for very long. They may not even have their own truck and may be involved in doing the assessment for you. On the day you move, a completely different company will appear to be moving you. And yes, it can get confusing, especially if you prepay for them. The best reference for a moving company or for a business is word of mouth. Past satisfied customers are the best way to get good publicity.
You can use the internet to find moving companies and often they have references or recommendations on their website that you can click on to read past client experiences. Of course, it is doubtful that a company intentionally posts negative reviews on its own website.
So references might be a little biased, but if there are many, that's a good indication they're a good moving company. You can also ask if you were able to speak to any of their previous clients. However, if you are already in doubt, consider looking for another company.