What is a Service Guarantee? Example, Benefit, 11 Facts

If a client has a service failure and does not report it, the service provider is unaware of the issue. In addition to having a dissatisfied consumer, the corporation may be uninformed that an issue exists.

A service guarantee is one method through which a business might promote customer complaints.

And despite the fact that service guarantees may be considered as merely another marketing tactic, my study has revealed that a service guarantee can provide several advantages.

What is a Service Guarantee?

A service guarantee is a promise that a product or service will fulfill specific consumer expectations or criteria. Frequently, it is offered in writing to the consumer.

If a product fails to function as advertised, the seller may give a replacement, a refund of the purchase price, or shop credit. It is intended to inspire customer confidence.

What is a Service Guarantee?

5 Examples of a Service Guarantee

I discovered the following instances of customer service assurances on the websites of the following businesses.

1. – Xfinity

This is the Xfinity Guarantee:

Our Commitment to Each and Every Client:

Honor your time: Seven days a week, day or night, we provide 2-hour appointment slots.

Simplify your experience: We are always available with self-service tools that are simple to use on all platforms and 24/7 assistance.

We will automatically apply a $20 credit to your account if we are ever late.

2. – Jetstar

Jetstar’s 10 Point Assurance:

1. Your security is our number one priority

2. With our “Price Beat Guarantee,” we commit to provide the lowest rates.

3. Our staff is available 24 hours a day, seven days a week.

4. We’ll inform you of your options if your flight is rescheduled prior to your departure.

5. If things don’t go according to plan on the day, we’ll keep you informed and provide alternatives.

6. You will receive what you pay for

7. You may rely on the promptness of our response to a problem.

8. You may rely on the promptness with which we will reimburse your money.

9. We share your commitment to environmental protection

10. We guarantee the confidentiality of your personal information.

If we fail to achieve our goal, please contact us to get a $50 Jetstar travel voucher.

3. – Puget Sound Enery

ThePSE Customer Guarantee

Appointment service guarantee

$50 will be credited to your account if we miss an appointment to install new service, reconnect existing service, or inspect natural gas equipment.

24 hour power outage restoration guarantee

Unless a significant storm or other incident occurs, you may be entitled for a $50 credit if your electricity is out for more than 24 hours. Conditions apply; you must either report the outage to PSE or request the reimbursement within seven (7) calendar days after restoration.

120 hour power outage restoration guarantee

If your power has been off for 120 or more consecutive hours, you may be entitled for a $50 credit. Conditions apply, and you must either report your outage to PSE or seek a credit within seven (7) calendar days after restoration.

4. – Amazon

Amazon A-Z guarantee.

The A-to-z Guarantee safeguards your purchase of products supplied and fulfilled by a third party.

It includes both on-time delivery and undamaged merchandise. If you are dissatisfied with either and are unable to address the matter with the seller, you can file a claim directly with Amazon, and our staff will determine if you are entitled for a refund.

You may be qualified to request a refund under the A-to-z Guarantee in the following instances:

Your order has not yet arrived three days after the most recent predicted delivery date.

However, tracking indicates that the item was delivered.

You returned the item in accordance with Our Return Policies because it was damaged, faulty, substantially different, or you changed your mind. However, if you haven’t been reimbursed or if the amount you were returned was incorrect, please contact customer service. You must execute the following:

Request a return within the timeframe indicated in Our Return Policies (or before the end of the extended return period for orders placed during the Christmas period).

Send the item back with tracking. After arranging a return with the vendor, the return must be postmarked within fourteen days.

5. – Midco

Midco Customer Guarantee

Excellent customer service begins with having faith in your service provider.

We wish for you to have a great experience with Midco®. Consequently, we provide the following guarantees:

Money-Back Guarantee for 30 Days

For any reason, if you are not pleased with your new or upgraded Midco service within 30 days after installation, we will return your money, including the cost of installation.

No questions asked!

On-Time Guarantee

You may be entitled for a $25.00 credit on your account if our technician skips an appointment or comes more than 15 minutes after the specified arrival time.

These examples differ in depth and industry.

How To Write A Service Guarantee?

We have provided you with samples of service guarantees; nevertheless, how can you develop your own?

The service guarantee will be shown by the service standards of your firm. Collaborate with an employee team to develop service standards that employees may adhere to.

Utilize these guidelines to instruct personnel on how to address service concerns. On the rare occasion that your team falls short of client expectations, you should implement a service recovery procedure to fulfill the implied guarantee.

Develop a service guarantee and put it on your website or print it out to place in your waiting room. This assurance will encourage customers to conduct business with you.

Lastly, a service guarantee is not something to be taken lightly.

It would be preferable not to have a written guarantee than to have one and fail to honor it or provide the necessary resources.

What a Good Service Guarantee Is


The finest service guarantee assures absolute client pleasure, with no exclusions. Like that of L.L. Bean, the retail shop and mail-order company in Freeport, Maine: “100% satisfaction in every manner…”

A consumer of L.L. Bean may return a purchase at any time and choose between a replacement, a refund, or a store credit. If a buyer returns a pair of L.L. Bean boots after 10 years, the business will reportedly replace them without issue. Talk about client satisfaction!

Customers should not require a lawyer to explain the “ifs, ands, and buts” of a guarantee, as there should ideally be no conditions; a customer is either happy or not.

If a corporation cannot unconditionally guarantee all aspects of its service, it should unconditionally guarantee the aspects it can manage.

Lufthansa cannot guarantee an on-time arrival, for instance, but it may ensure that customers will be happy with its airport waiting spaces, its service on the ground and in the air, and the quality of its cuisine, or it can guarantee total contentment.

Easy to Understand and Communicate

A guarantee should be expressed in clear, succinct language that focuses on the promise. Customers and staff will then have a clear understanding of what is expected of them. “five-minute” lunch service provides clear expectations, as does “no pests” vs “pest control.”


A solid service guarantee is significant in two ways. First, it ensures those areas of your service that are essential to your clients. It may be a rapid shipment. Bennigan’s, a restaurant chain, guarantees 15-minute service (or a free meal) at lunch, when many customers are rushing back to the office, but not during supper, when rapid service is not a concern for most customers.

What is a Service Guarantee?

In other situations, price may be the most relevant factor, particularly when dealing with largely homogenous goods such as automobile rentals or commercial air flights. By guaranteeing the lowest prices in town, audio stores allay consumers’ concerns that they would overpay if they do not visit every store in the neighborhood.

Second, a good guarantee is financially important; it requires a considerable reimbursement if the promise is broken. Should there be a complete refund? A free service offer the next time? A vacation to Monte Carlo?

The response relies on variables such as the cost of the service, the severity of the error, and the consumers’ sense of what is fair. A money-back compensation should be substantial enough to encourage disgruntled clients to exercise the promise.

The proverb “Let the punishment match the offense” is a suitable rule of thumb. Domino’s Pizza, which is headquartered in Ann Arbor, Michigan but operates globally, at one point guaranteed “delivery within 30 minutes or the pizza is free.”

Customers felt uneasy receiving a free pizza for a short 5- or 15-minute delay and did not always take advantage of the assurance, as discovered by management. As a result, Domino’s revised its guarantee to “delivery within 30 minutes or $3 off,” which consumers tend to find fair.

Easy to Invoke

A customer who is already dissatisfied should not have to jump through hoops to invoke a guarantee. The dissatisfaction is exacerbated when the customer must speak to three different people, fill out five forms, go to a different location, make two telephone calls, send in written proof of purchase with a full description of the events, wait for a written reply, go somewhere else to see someone to verify all the preceding facts, etc.

Traveler’s Advantage, a part of CUC International, has a terrific idea in principle: guaranteeing the lowest price on all rooms it arranges. However, in order to qualify for the guarantee, clients must provide evidence of a lower price from a rival agency.

This is a laborious task. Cititravel, a Citicorp company, has a superior strategy. A consumer who is aware of a lesser price can phone a toll-free number and talk with a representative, as I recently did.

The agent stated that if I did not have evidence of a reduced cost, she would check comparable rates on her computer screen. If the cheaper fare were available, I would select it. Otherwise, she would phone the other airline.

If the pricing was confirmed, she stated, “We’ll return your money so quickly you won’t believe it; we want you to remain our client.” If you’re giving a guarantee, you have the proper mentality.

Similarly, clients should not feel guilty about utilizing the guarantee; there should be no questions, raised eyebrows, or “Why me, Lord?” expressions. A corporation should encourage dissatisfied consumers to exercise its promise, not erect barriers to silence them.

Easy to Collect

Customers should not have to exert significant effort to receive a reward. The technique should be straightforward and expedient, if feasible on the spot. For example, if you are dissatisfied with a Manpower temporary worker, your account will be credited immediately.

What you should not do in your guarantee: don’t promise what your clients already anticipate, don’t bury a guarantee in so many restrictions that it loses its meaning, and don’t provide a guarantee that is so weak that it is never invoked. A promise that is basically risk-free for the business will be of little or no value to your consumers, and your staff may view it as a joke.

Why a Service Guarantee Works

A guarantee forces you to focus on customers

Understanding what clients want is a prerequisite for providing a service guarantee. A corporation must determine the expectations of its target consumers regarding the aspects of the service and the value they place on each. A corporation that wants to guarantee its service but lacks this understanding of client demands may promise the incorrect things.

What is a Service Guarantee?

British Airways did a market study and discovered that its passengers evaluate the quality of its customer service along four dimensions:

Care and concern (the friendliness, civility, and warmth of the personnel).

Initiative (the capacity and willingness of staff to manipulate the system on behalf of the consumer)

Problem-solving (finding solutions to unique or routine consumer issues, such as multi-flight airline tickets)

4. Recovery (going the additional mile, when things go wrong, to resolve a specific issue, which includes the basic but frequently forgotten step of apologizing).

British Airways executives said they had not even considered the second and fourth categories. Worse, they recognized that if they did not comprehend these crucial aspects of customer service, how much consideration could their workers be providing to them?

A guarantee sets clear standards

An explicit and unequivocal service promise establishes company standards. It informs employees of the company’s values. BBBK is for pest extermination, not pest control; Federal Express stands for “absolutely, certainly by 10:30 a.m.,” not “maybe some time tomorrow.”

And it pushes the organization to identify the roles and duties of each employee in providing the service. Salesmen, for instance, know precisely what their company can give and can appropriately portray this, as opposed to the frequent occurrence in which salespeople promise the moon and clients receive dirt.

This clarity and feeling of identity have the added benefit of fostering employee pride and team spirit. Manpower’s president and chief executive officer, Mitchell Fromstein, says, “At one time, we pondered the marketing implications of dropping our guarantee.

We believed that our clients were already familiar with the promise and that it may no longer have much marketing impact. The ferocity of our employees’ response had less to do with marketing than with the pride they have in their profession. They stated, “The guarantee is evidence that we are a wonderful business.”

We are prepared to inform clients that if they are unhappy with our service for whatever reason, it is our responsibility and we will make it right. Then I learned that the promise is much more than a piece of paper that reassures clients. It truly sets the tone, both internally and internationally, for our devotion to our customers and employees.”

A payment that causes monetary pain when errors occur also sends a strong message to both staff and consumers that management values customer satisfaction. A substantial reward assures that both middle and senior management will take the service guarantee seriously.

It serves as a powerful incentive to take every necessary measure to deliver. A manager who must shoulder the whole expense of errors has a strong motivation to find ways to prevent them.

A guarantee generates feedback

A guarantee establishes the objective; it specifies what must be done to please the consumer. Next, you must recognize when you make a mistake. A guarantee compels you to develop a method for finding faults, which the Japanese refer to as “golden nuggets” since they represent learning chances.

A lack of adequate methods for producing and utilizing consumer data is arguably the largest illness plaguing service firms. Dissatisfied service consumers are significantly less likely to complain on their own than dissatisfied product owners. Since many aspects of a service are intangible, consumers who get bad service are sometimes unable to provide proof to back their claims.

(The patron feels the server was impolite; the waiter may contradict this.) Without the equivalent of a product guarantee, consumers are unaware of their legal rights. (Is a 15-minute wait for a restaurant dinner excessive? 30 minutes?)

Third, there is frequently no one to whom one may complain, or at least no one who appears capable of resolving the issue. Often, complaining directly to a subpar service provider would simply make matters worse.

Consumer comment cards have long been the most frequent way to collect customer feedback on a company’s operations, but they are also insufficient for collecting genuine, reliable mistake data.

First, they are an impersonal type of communication that is often brief (to maximize the response rate). Why bother, many believe, to compress the specifics of a negative encounter into a printed survey with a couple of “excellent—good—satisfactory” checkboxes?

Few dissatisfied consumers assume that filling out a feedback card would remedy their issues. Therefore, only a small number of consumers, often the most happy and unsatisfied, offer feedback using these forms, and an even smaller number provide relevant comments.

Cards and surveys are valuable as a broad indicator of consumer mood, but for precise information regarding customer problems and operational deficiencies, they simply fall short.

Therefore, it is difficult for service firms to collect error data. Less information on faults implies fewer chances to improve, which eventually leads to more service problems and more customer dissatisfaction—a cycle that management is frequently ignorant of.

A guarantee combats this ailment by providing consumers with an incentive and a channel to raise their complaints to the attention of management.

In addition to assuaging client concerns about utilizing an unidentified number, Manpower employs its assurance to collect error data (the temporary worker). Every client that hires a Manpower temporary worker is contacted on the first day of a one-day assignment and the second day of a longer assignment to evaluate the worker’s performance.

What is a Service Guarantee?

A consumer who is unsatisfied does not pay, period. However, Manpower bears full responsibility for the quality of its service and compensates the worker. The firm uses mistake data to enhance its workforce as well as its proprietary skills-testing software and skills database, which are essential components of its ability to match worker talents to client requirements.

The information Manpower collects before to and throughout the employment process enables them to confidently provide a guarantee.

A guarantee forces you to understand why you fail

When designing a guarantee, managers must pose the following questions: What points of failure exist inside the system? If failure sites can be discovered, is it possible to identify their sources and overcome them?

A business that wishes to guarantee on-time service delivery, for instance, must first comprehend its operation’s capability and the reasons that restrict that potential.

Lacking comprehension of such fundamental concerns as system throughput time, capacity, and process flow, many service executives tend to place blame on employees, customers, or anything other than the service-delivery process.

Even if employees are an issue, managers may “repair” the organization so that it can support a promise by improving recruiting, hiring, and training procedures, for example. Historically, the pest control sector has been plagued by uninspired employees and frequent turnover.

Al Burger overcame the status quo by offering higher-than-average pay (attracting a higher caliber of job candidate), implementing a rigorous screening program (making those hired feel like members of a select group), training all employees for six months, and keeping them motivated by providing them with a great deal of autonomy and a great deal of recognition.

Some managers may be hesitant to pay for above-average internal service delivery capabilities. Fine. They will also never have companies that are better than average, therefore they will never be able to establish the competitive advantage that results from a solid service guarantee.

A guarantee builds marketing muscle

Perhaps the most apparent argument for providing a high service guarantee is its capacity to improve marketing: it motivates consumers to acquire a service by lowering the risk associated with their purchase choice, and it creates additional sales from existing customers by fostering their loyalty. Manpower’s income has increased from $400 million to $4 billion during the past decade. This is marketing effect.

Retaining the majority of your clients and generating positive word-of-mouth are essential for service firms, although being desired for any organization. The net present value of missed revenues due to dissatisfied consumers, or the cost of customer discontent, is significant.

In this regard, it is accurate to state that the largest rivals of many service organizations are themselves. They regularly spend enormous sums of money to recruit new consumers without ever figuring out how to offer their present clients with the consistent service they promise.

If clients are unsatisfied, the marketing budget has been wasted and may even inspire further animosity. (Refer to the insert under “Maximizing Marketing Impact.”)

What is a purchase order and what does it contain?

A purchase order (sometimes known as a PO) is the formal document that a buyer sends to a vendor in order to manage and control the purchasing process. Once the seller accepts the PO, a legally enforceable contract is formed.

Purchase orders detail the products (goods and services) a buyer wishes to acquire, as well as the quantities and agreed-upon pricing.

Typically, a purchase order includes:

  • PO number
  • Date of acquisition
  • Buyer details
  • Order Specifics Payment Terms
  • Delivery address

What is an invoice? what does it contain?

An invoice is a formal request for payment made by the vendor to the customer after the order has been fulfilled. It details the provided products or services and the owing payment.

Invoices typically include the invoice number, vendor information, credits/discounts granted, payment schedule/date, and total amount due.

Key differences between purchase order and invoice

A purchase order is transmitted by purchasers to vendors with the goal of tracking and controlling the purchasing process. On the other hand, an invoice is a formal request for payment made by sellers to purchasers once the order has been fulfilled.

Purchase Order


Order confirmation sent by the buyer to the vendor Payment reminder sent by the supplier to the buyer
Generated when the buyer places an order Generated after the order is fulfilled
Defines the terms of a purchase Defines the confirmation of a sale
Prevents overstocking of inventory Prevents duplicate and overpayments
Makes it easy to track inventory Helps compute spend and taxes

Similarities between purchase orders and invoices

Purchase orders and invoices are two of the most perplexing financial words, and they are frequently confused for one another. Both are communications concerning commodities and services that pertain to trade. However, their incidence times varies.

Although they are relatively similar, there are essential distinctions that must be grasped.

Generally, the phrases purchase order and invoice appear synonymous. Despite their differences, purchase orders and invoices have a number of characteristics.

  • Both are purchase-related commercial communications.
  • They play a crucial role in optimizing expenditures.
  • Both give more visibility into the purchase process and contain order data, delivery information, and vendor information.
  • Both sales contracts are legally enforceable

Why do companies need both purchase orders and invoices?

Although a purchase order or invoice may feel like an additional burden, as the need for purchases rises and the buyer-seller relationship continues to grow, these financial papers assist a firm in managing its purchases efficiently.

What is a Service Guarantee?

When deciding between a purchase order and an invoice, you cannot choose just one; both documents are essential. Invoices may appear essential from a legal standpoint, but purchase orders provide much-needed clarification and avert disputes.

No matter if there are rises or declines in demand, or if the purchasing process is complex or straightforward, the use of purchase orders and invoices will avoid communication errors by establishing specific expectations of the things being purchased.

Why take purchase orders and invoice management digital

Initially, when a firm is tiny and the quantity of purchases is minimal, it is simple to manually manage purchase orders and invoices. As the firm grows, however, the quantity of purchases also increases. Even a deeper awareness of the differences and similarities between purchase orders and invoices will not be of much use in this situation.

As firms receive an increasing number of purchase orders and invoices through email, fax, snail mail, etc., manually processing them is time-consuming and error-prone. However, each single data point is crucial to the success of the operation.


Service organizations use service guarantees as a marketing technique to decrease consumer risk perceptions, communicate quality, distinguish service offerings, and institutionalize and professionalize their internal customer complaint and service recovery management.

By providing service guarantees, businesses entitle consumers to one or more types of compensation in the event of service delivery failure, such as an easy-to-request replacement, refund, or credit. Usually, these compensations are subject to conditions, however some firms pay them without restrictions.


A service guarantee is a marketing tool service firms have increasingly been using to reduce consumer risk perceptions, signal quality, differentiate a service offering, and to institutionalize and professionalize their internal management of customer complaint and service recovery.
A service guarantee is a promise by a company that it will perform at a certain level. If that level is not met, the company promises to compensate the customer in some way. For example, Radisson Hotels Worldwide offers the following guarantee: Our goal at Radisson is 100 percent guest satisfaction
7 types of satisfaction guarantees for eCommerce
  • The money-back guarantee. …
  • The best price guarantee. …
  • The lifetime guarantee. …
  • The free trial guarantee. …
  • The ‘try before you buy’ guarantee. …
  • The free samples guarantee. …
  • The first-purchase guarantee.
What is a good service guarantee? It is (1) unconditional, (2) easy to understand and communicate, (3) meaningful, (4) easy (and painless) to invoke, and (5) easy and quick to collect on.
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Pat Moriarty
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