Inside the facility's sprawling repair room, PC parts and precision tools are spread across rows and rows of desks where hundreds of IT technicians (Geek Squad's “agents”) repair more than 2000 laptops a day. More than 100000 PCs will be repaired here this year, Rodgers said.

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“They are reaching a point where very special watchmaking tools and knowledge are needed. It's no longer just a matter of changing a unit,” said Richard Doherty, president of The Envisioneering Group, a research firm.

About half of the laptops are repaired 1–888-864-4128 the same day they arrive at Geek Squad City, but the average time is about three days, Rodgers said.

## Geek Squad Laptop Repair by Phone

Rob Enderle, an analyst at research firm Enderle Group, said the turnaround time is faster than any other computer retailer.

"From the store's perspective, I'm not aware of anyone else doing this," he said. Original or direct manufacturers, such as Dell, can typically repair and return a PC in about that time, Enderle added.

Circuit City Stores Inc., Best Buy's main competitor in the electronics retail market, launched its own PC repair service in October, called Firedog. It offers home and in-store service, similar to Geek Squad. Circuit City declined to comment on Geek Squad City.

## Geek Squad Service Center
"Often what an industry leader like Best Buy does is force other people to follow it," said Samir Bhavnani, research director at Current Analysis.

Most of the thousands of computers shipped to Geek Squad City could not be repaired by employees at Best Buy locations, usually because the store did not have the proper parts. Best Buy is considering shipping additional parts to stores, but for now the computers will be shipped to the Kentucky warehouse, Rodgers said.

Some smaller, independent tech support companies forgo shipping computers and have instead built their business around online troubleshooting services. a small Massachusetts company, repairs computers with remote screen sharing technology, said Singu Srinivas, its co-founder. A typical service call costs between $75 and $100 (55 to 75 euros), he said.

"What we've found is that 93 percent of problems can be solved remotely," Srinivas said, "because most of the problems people have today are not so much 'My key is stuck on my keyboard.' '". ', but rather 'I have a key stuck on my keyboard.' I saw some new software on the internet and my PC was working fine before, but now it is running slowly.”

Srinivas said consumer computer service and repair is a $15 billion (€11 billion) a year industry and growing.

## Geek Squad help Desk
Geek Squad's pseudo-serious image—high-tech culture with a hint of intrigue straight out of a 1950s spy novel—is adopted by Geek Squad City's 600 employees, who carry titles like "counterintelligence agent." . and “commissioner.”

Founded in 1994 in Minnesota by Robert Stephens, the company began with home visits to clients with computer problems. Stephens sold it to Best Buy in 2002. Best Buy offers Geek Squad service packages ranging from $29 to $299 (20 to 200 euros). They also repair computers that are not purchased in their stores.

There are no walk-in customers here, but employees still wear the standard black tie and slacks with short-sleeved white dress shirts. About 350 of the facility's workers are “agents” or computer technicians, most from nearby Louisville. Rodgers said the facility already plans to hire another 350 workers.

Although it has been open since October, the management is constantly optimizing methods.