Research results
07.02.2007
Computer and digital television (DTV) problems?
The study investigates problems faced by customers in purchasing, installation and use of computers, digiboxes and other technological equipment, as well as the need for services related to these situations.
It further identifies the various services on offer. Support service providers are also given recommendations on good practices.It is the duty of IT equipment sales staff to assist customers in the purchasing situation, as the customer cannot always be assumed to know precisely what kind of a piece of equipment he needs and wants to buy. However, the consumers’ perception is that salespeople do not have sufficient expertise, in addition to which they speak a strange language. Rather than considering the customer’s needs, many salespeople are primarily concerned with closing the sale. Consequently, consumers are often forced to act as their own experts.
Installation and use of information and communications equipment are associated with many kinds of problems, in spite of advances of both hardware and software. In the near future, there will be an increased need for support services required in digital television installations.
However, consumers have relatively scant experience of paid support services, as they are regarded as costly and the standard of available advice variable. People mostly try to cope with computer problems independently with the help of family members or other relatives and friends. The low uptake of support services is explained by people not knowing where to seek such services.
Those interested in computers expressed the wish that hardware should develop in the direction of easier resolution of problems. Good instructions and troubleshooting systems are needed. Many consumers were irked and even annoyed that equipment is made too complex and that it becomes out-of-date too quickly. Uptake of IT support services would increase if they were tax deductible as domestic services.
IT support service providers market their services in a variety of ways. However, the most popular marketing channel is the Internet. Consumers are provided with help most often when problems occur in the operation of computers and peripheral equipment. The second commonest cause of problems is viruses and malware. The third most frequent cause for demand of support services is software installation and setting up of hardware.
Support service providers believe that each customer should be offered individual service that best corresponds to his exact needs. Reliability of the service is important. Six means of engendering customer confidence are identified: expert service, fair and clear invoicing, honesty, listening to the customer, equal treatment and punctuality.
Helena Tuorila & Kristiina Aalto. Computer and digital television (DTV) problems? Need and supply of IT support services. Publications 1/2007.
