State-of-the-art call center will be available 24/7 to ease high-tech consumer frustrations DSG International PLC, which operates electronics and computer stores throughout Europe, has launched a large customer support operation to capitalize on the increasing frustration of consumers with high-tech items.The service, called “The TechGuys,” is running in the U.K. and will be expanded throughout Europe, but DSG did not give a specific time frame. DSG operates 1,450 stores in 27 countries under brands such as PC World, Currys and Dixons.co.uk.The company said it could invest up to £50 million (US$95 million) over the next five years, with up to 2,000 hires. The service would be available 24 hours a day and 365 days a year. Within the U.K., the service can handle 16,000 home visits per week. The cost of a tech service call was not immediately available. The service will provide support for home IT and audio and visual technology, DSG said.The TechGuys will run using a state-of-the-art call center, one of Europe’s largest technical databases and a spare parts vault with 2 million components, DSG said.DSG said it commissioned a survey that found 79 percent of U.K. adults routinely need help with their tech purchases, with 43 percent waiting a week or longer for aid. The U.K. market for technical support services is estimated at £1 billion, DSG said. Technology Industry