SuperMedia’s SuperGuarantee Program Reduces the Customers’ Risk


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Sharing the customers risk is a bold way to project faith in the quality of your product, confidence in its ability to delight, and show off your customer service model. In my post “Is Hyundai the Only Car Company Listening to the Consumer?” I reviewed Hyundai’s new Assurance program as an example of one type of marketing program designed to increase the customer’s comfort with buying a car by reducing the perceived risks associated with job loss. This week Ford and General Motors both announced similar initiatives in which the car makers will make payments if buyers lose their jobs.

Guarantees are another tool that can be used to increase the consumer’s comfort when shopping for a product or service. To the extent that guarantees can be extended for additional time (e.g., an extended warranty) or are unequivocal (money-back) guarantees, they either increase the perceived value of the total product or reduce the customer’s concerns about the utility of the service. Recently, SuperMedia, the official publisher of Verizon print directories, announced a national consumer guarantee initiative designed to stimulate local economies by lowering the risk associated with hiring contractors, plumbers, auto body repair shops and thousands of other eligible service provider businesses. Yes, there are Terms and Conditions; however, in general the SUPERGUARANTEE PROGRAM is designed to help consumers reduce their risk when they select a SuperGuarantee Service Provider. It’s an innovative program and another example of an organization that is listening closely to the consumer during this time of economic uncertainty.

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Alan See
Alan See is Principal and Chief Marketing Officer of CMO Temps, LLC. He is the American Marketing Association Marketer of the Year for Content Marketing and recognized as one of the "Top 50 Most Influential CMO's on Social Media" by Forbes. Alan is an active blogger and frequent presenter on topics that help organizations develop marketing strategies and sales initiatives to power profitable growth. Alan holds BBA and MBA degrees from Abilene Christian University.


  1. What a great synopsis of the program. As a Media Consultant for Idearc Media, I have the opportunity to see the tremendous results from businesses and consumers alike. The program has raised consumer confidence in an uncertain time.

    Kim A. Archer
    Idearc Media
    Arizona Division

  2. I would think that since Idearc didn’t create the idea for the program (it was a copy of the Service Magic ServiceGuarantee by IAC, who Briggs Ferguson was affiliated with while the President of CitySearch) they only deserve credit for including it in the print yellow pages. I do not think it is something they can lay claim to. Might be another walking fingers trademark debacle.

    Why does AT&T and other publishers not pick up on the idea? Time to offer a AT&T $600.00 YPGuarantee Program. It has always been the way of the Yellow Page industry to copy peers. After all, the industry is doomed thanks to the Saturation Distribution and lack of a monopoly in print. Prices are dropping and for those unable to compete online the yellow pages may potentially become the best advertising deal in town!

    I like the program. I just don’t think it is enough. I also don’t think it is very convenient to consumers and will be tough to commit to. Most consumers do a fairly good job of qualifying service providers. That is a reason the larger firms in the front of the book get the most calls. Brand and Reputation are a greater factor. Have you not seen some of the companies Idearc has that are “members of the SuperGuarantee Program”. It is a joke.

    Let’s hope those mergers start taking place soon!

    Mike Stewart


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