Computer Woes? Just Dial a Geek
Topic Services Marketing
Key Words Service quality, gap analysis
InfoTrac Reference CJ115510465
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News Story 

Fixing computers is not normally considered the most glamorous of jobs. But try telling that to employees of The Geek Squad, a tech-support firm based in Minneapolis, Minnesota that makes house calls. Geek Squad boasts that its tech-support clients include U2, Ice Cube, Ozzy Osbourne and the Rolling Stones. Geek Squad's agents are the epitome of geek chic, sporting their clip-on ties, white tube socks, and black suits as they zip from destination to destination in VW Beetles.

As just about every major computer maker is cutting back on tech-support staff, the Geek Squad has stepped its services with quick, on-site support options to help distressed computer users. Since most people can't afford waiting for hours on tech-support lines, Geek Squad arrives in minutes, making house calls to fix ailing PCs and Macs.

Other emerging tech-support firms, such as AskDrTech, help customers via e-mail, phone or Web chat--and for a premium, will come to your home. Another popular option called PCPinpoint uses the Internet to scan your computer from a remote location and isolate the problems so they can be fixed.

In each case, prices differ. Geek Squad's crisis support service starts at a $298 flat rate. The company offers house calls within 48 hours for $149. PC Pinpoint will help you one time only for $18.

(June, 2004)

Questions
1.

How might consumers measure the quality of service they get from Geek Squad or other tech-support services mentioned in the article?

Source Sam Diaz, "High-Tech Support at Consumers' Fingertips Is Growing Trend, But Prices Vary," Knight Ridder/Tribune Business News, April 19, 2004 pITEM04110017.
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