MAKE IT PERSONAL
At New York Computer Help, the mission statement is “Treat every customer like your own mother.” It creates an emotional connection among the company’s staff that reminds them to deal compassionately with the original target market, non-tech-adroit seniors, says founder Joe Silverman. Great word of mouth from this demographic and a stream of customer referrals followed. One customer wrote a glowing Yelp review after overhearing employees patiently retrieve a Yahoo password—yet again—for someone with Alzheimer’s. Though Silverman didn’t track which customers came in because of that review, “it definitely didn’t hurt,” he says. The company now services all homes and offices.