The term conjures images of exceptional service where the company has you sit back, relax, and they do all the work. They typically include removal of all debris, and leave the premises in pristine condition.
With School Specialty, not so much. They dropped off 14 pallets of furniture and made us responsible for removal of all the boxes and packaging. And the quoted price for their less than marginal service would make your head spin.
When we use fancy terms, we set an expectation. When we fail to deliver, we are left with unhappy customers. Rule number one of providing exceptional service — under promise, and over deliver. They clearly got this backwards.