Service Tag
Random story time... One day I answered the phone in my typical way, and asked for the serial number of the unit the customer was calling in about. He proceeded to tell me he didn't have one, but he did have the service tag number from it. I told the customer I didn't know what that was, and would need the serial number off the unit to provide him the specifications he was asking for. I then explained where the serial number was located, and he proceeded to go check. He came back to the phone, explained he couldn't find it, and was starting to get upset. I tried to explain again I couldn't use this "service tag" number, and finally he said "Well, I have never needed to provide one of these serial numbers to any other Dell tech". My response "Sir, this is HP". *click*
Mind you, he managed to navigate through several menus to get to me. Menus that proclaim the person is calling HP, and generally describing HP names like Proliant. I also answered the phone with HP in the greeting. How he didn't realise his mistake is beyond me.