Bites or bytes? Cookies soothe agitated clients
A Northampton in-home computer-repair business is offering an unusual treat to soften up customers: a chocolate-chip cookie with every visit.
04/18/2003

By WILLIAM FREEBAIRN
Staff writer

"I think that's a nice homey touch," said Kim Gerould, a Northampton public school teacher who called TechCavalry recently.

She needed help networking two new home computers used by her family. A technician was able to solve part of her problem sharing Internet access between several machines.

The technician delivered an oversized cookie in a bag with the words "non-computer chips inside."

Company officials said the snacks are part of an effort to take the edge off of the frustrating experience of having computer problems.

"The computer, it's a machine. There's something about food that's much more comforting," said Jef C. Sharp, president of 2-year-old TechCavalry.

The company began giving the cookies with service visits several weeks ago.

"The technicians at first thought it was kind of corny," Sharp said. "People get a big kick out of it and nobody complains."

The cookies are baked for TechCavalry by Sunrise Pastry Shop in Easthampton. They are made with whole-wheat flour and cane sugar.

About 40 percent of TechCavalry's business comes from individuals, with the remainder being businesses.

The Northampton company has customers as far north as Vermont and as far south as Windsor, Conn. One customer called from Cambridge and paid the cost of a technician's travel time there and back.

More and more of its business is coming from the Greater Springfield area, Sharp said.

The firm, which was started in 2001 by Sharp and two partners, has six technicians on staff.

Sharp said the cookie idea has helped boost customer satisfaction. "It's a complete 180 from computer technology," he said. William Freebairn can be reached at wfreebairn@repub.com