Can we talk about the trap of over-promising response times to clients?

I told a marketing agency client in Chicago we'd answer their support tickets within 2 hours, then a server crash hit on a Monday and we blew it by 6. Their IT guy screenshot the wait and called me out in a group email, and I had to explain that our 'SLA' was really just a hope, not a plan. We lost their renewal worth $18k over that one promise, but it taught me to put buffer time in every contract. Has anyone else gotten burned by a turnaround guarantee that looked good in writing? What do you quote now instead?

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