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Superior Computers carves niche
with custom service
By Blaine Adams
May 15, 2009 | Walking through the doors of Superior
Computers, one gets the impression of utilitarian charm;
the emptiness, save a few CPUs in boxes, indicates the
store is not focused on flashy displays or thrilling
tech demos.
Rather, the shop makes custom computers, and Dan Hancock,
manager, said they fill a unique need in the community.
"If there weren't a Superior Computers [here], there
wouldn't be a reputable [computer] chain to deal with.
We bend over backwards to take care of our customers,
because ultimately they take care of us," he said.
The store takes various components and makes custom
computers from the pieces, individualizing them to each
person, to ensure each customer is satisfied.
"We only use the highest-quality components. Our parts
warranty is two years longer than the product [manufacturers],"
Hancock said.
Custom stores live and die on customer service. When
each customer's needs must be treated completely differently
than another's, the pressure can be intense to understand
and emphasize with them, instead of just sell.
"I've heard from multiple customers that our customer
service is above and beyond what they've experienced
otherwise," he said. The difference, he believes, between
a big-box store and what he offers is the human touch.
"We're allowed to be our own people. We can actually
get to know our customers. We're not limited to a big-box
store's guidelines."
But in terms of a competitive advantage, Hancock said,
their warranty and ability to continually assist their
customers is unbeatable. He said they are used to removing
viruses, tuning up PCs, and even guiding people through
these processes over the phone at no cost. He also said
customers are able to bring in a computer and take the
team through the problems, allowing for a hands-on approach
that can be missing from other stores.
"All of our techs have been with the company for over
a year," he said. "We handle all of our work onsite.
We have it back to the customer in three to five days."
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