Heh, you're in Toronto? Prolly Rogers and Bell, then. Stupid monopolies.
I'm guessing you don't have call waiting so that you'd be informed if there was another call, so you wouldn't have missed the call.
Do you still want cable or dish? Call them and talk to customer service rep. They should be able to take complaints so that you wouldn't have to lodge a formal complaint. Sometimes they even have the power to give you compensation. You can fill the time you spend waiting on the phone with something else, like doing mindless work or somin.
And if you get a good customer service rep, praise them, I did that the other day and got excellent service. It went from great service to excellent service, quite nice. From Bell Sympatico, of all companies.
So, I'd go ahead and talk to them about their service. Don't get angry, be respectful, but do tell them that this isn't exactly the best way to start a business-customer relationship that may last a long time. And if you do want compensation (like free service), ask for it if they don't offer it up.