Value Proposition based causes for this problem: Given the relative lack of need for technicians on the payroll, Richardson is concentrating on their capacity to charge less for computer services supplied online. Customers appear to favor the in-person contact but may not be prepared to pay the higher pricing, which may cause them to switch to rivals. This misses the customer-appreciated value proposition

What are your suggested improvement for this issue based on (1) Product change and (2) People change or other area as needed