Terminix is advertising, as they often do, however, their new ads offer a guarantee that states they will work to keep bugs out. Really? Never thought that is what they were up to. What kind of guarantee is that? Three decades ago Al Burger of Bugs Burger Bug Killers took aim at his industry’s silly warranty of “eliminating pests to an acceptable level.” His guarantee was simple: no pests.
If you are going to offer a guarantee make sure it does three things:
- Provides a value promise that mattersto the customer
- Is easy to collect
- Allows you to know what you are not doing well so you can improve before your customers start shopping elsewhere
A guarantee to just keep trying to do what you were hired to do sure seems silly to me.