Customer Research Reveals Expertise and Satisfaction Guarantee Should Lead Heating and Air Conditioning Service Rebranding

ETOBICOKE, ON--(Marketwire - Jun 1, 2011) - You only have a few seconds to make a first impression, especially when a customer has an immediate need for service but no knowledge of which company is the best to call or why.

For North America's leader in the heating and air conditioning service sector, a change in brand strategy will provide a new look and a bold statement that reflects the voice of more than 1 million customers. Service Experts Heating and Air Conditioning is unveiling a new positioning and a new look that prominently focuses on the training and expertise of its technicians and on its unique customer promise: expert service-guaranteed.

"Our vision is one brand, one company, and one promise resulting in merging resources for greater customer satisfaction and peace of mind," says Michael Blatz, Service Experts President and COO. "Whether it's an emergency or a seasonal tune-up, they are calling on our trained technicians who guarantee our services around the clock. Our priority is listening to our current customers and encouraging new customers to look to Service Experts for home heating and air conditioning services and solutions."

Service Experts will rebrand all 102 locations in five markets in three provinces in Canada; and 17 markets in 31 states in the U.S. with a rollout on June 1, 2011. This initiative also features a new logo designed to better compliment the expert service guarantee. Service Experts will support all locations with a multi-million dollar marketing campaign to build customer awareness.

"In some markets, our transition will be paced," says Denise Ernst, Vice President of Sales and Marketing. "We have locations that have built a reputation for service excellence but used the Service Experts name secondarily. We want to make sure customers know that they will receive the same expert service they have always experienced with the people they have relied on for years."

The rebrand and its approach are a direct result of listening to customers. More than 1.5 million customer calls are received by Service Experts each year and technicians visit more than 600,000 homes and businesses.

"We want Service Experts Heating & Air Conditioning to be top of mind with homeowners who recognize the environmental and economic advantages of regular heating and A/C maintenance, or those needing immediate repair and want to ensure an expert fixes the problem right the first time," Blatz notes. "We continue to employ the most NATE-certified technicians, all backed by our 100% expert service guarantee. Now, you can be certain that it is Service Experts with whom you are entrusting your home."

About Service Experts Heating & Air Conditioning
Service Experts is the largest retail service company in North America providing home energy-efficiency solutions and installation, maintenance and repair of heating, air conditioning, ventilation and indoor air quality systems. Service Experts furnace and air conditioning technicians are certified by NATE (North American Technician Excellence), the leading certification program for technicians in the heating, ventilation and air conditioning (HVAC) industry. Their service is known for their exclusive Five Standards of Excellence and a written 100% Satisfaction Guarantee.

Headquartered in Richardson, Texas, Service Experts has formed an extensive network of high-quality, well-established branches in the United States and Canada. To locate a Service Experts branch or arrange for heating, air conditioning, or indoor air quality products, service or maintenance, consumers may access the company's Website,, or call the Service Experts toll-free number at 1-866-EXPERTS (1-866-397-3787).

Contact Information:

Dave Moody
Director, Field Marketing
(515) 453-2042