Assurance can be defined as confidence or certainty in one’s abilities. This confidence in us comes when the customer believes that they are getting excellent service and advice and that they are in the best of hands. The interesting point here is that most customers have no way or really knowing if they are truly in the best of hands and receiving excellent service and advice. They really don’t know if our technicians are technically better than our competitors or if the advice we are providing is the best they can expect from anyone. Because most customers cannot truly assess these things, they look for tangible evidence that gives them clues.