Know How promises 'anxiety free' service to PC and gadget buyers

Dixons Stores Group (DSG) has launched a new service that it says will take the anxiety out of buying technology products.

Know How, which replaces the company's Tech Guy service, will take care of all post-sale issues, from delivery and installation to repairs.

Some aspects of the service will be free to all customers of PC World, Dixons and Currys Digital. These include the removal and recycling of old goods such as washing machines, and setting up tablet computers to connect to a mobile network and email.

But the majority of services will cost extra, with some available for a one-off fee and others on a subscription basis. For example, Know How will set up a new Windows or Apple Mac computer in store for £30, or at the customer's home for £60. Consumers can book a home network set up, with up to four devices - such as computers, games consoles and media streamers - for £90.

Katie Bickerstaffe, DSG's director of marketing, people and property, said the company wanted to "bring life to technology".

"When consumers buy products they are full of anxiety, and they feel their lack of technical knowledge is going to be exploited.

"We have to be the most trusted technical expert and solve customer problems from delivery to support and repair. We will never leave customers to fend for themselves."

DSG is in the process of installing Know How centres in stores across the country, and aims to have the service available in all major stores in the group by the end of August.

Customers will be able to track deliveries and repairs via the Know How website, with support from a call centre based in Sheffield.

DSG said it had conducted extensive research into how consumers react to purchases once they had got them home, noting the types of issues that caused the most anxiety.

These included a lack of knowledge about how to access the most interesting features of computers and smartphones and frustration at having to repeat details to call centre agents when dealing with delivery and repair issues.