Press Release from:

The Retrospect

Westmont , N.J.

Friday, July 3, 1998

Calderwood Computer Service

Committed First to Customers

Author: Diane Hemmerle

Have you ever purchased a computer package with all the latest bells and whistles only to find that you really needed a horn?

Then, you take your new technology home, ready to blaze the Internet, only to find you can’t hook it up or install the software properly! If you’re lucky, you’ll spend only a few eras on tech-support hold (and if you’re truly lucky, it’ll be a toll free call)!

Still what’s a computer neophyte to do? This is the way the industry works, right? WRONG! – at least not when it comes to the product and service offered by Calderwood Computer Service.

I spoke recently with Lenny Calderwood, who is as committed to his customers as he is to the technology.

Calderwood and his wife, Leslie, grew up in the Willingboro area “when there was nothing but farmland.” They moved to California in the late ‘70s, returning to visit nearly every year. They moved back to the area two years ago, when Leslie’s father became ill. Their 23-year-old son, Ryan, though born in Cherry Hill , chose to remain on the West Coast.

Service Related Work

Calderwood has worked in a number of different fields, but noted, “I’ve been in customer service related work all my life.” While in California, he owned a handyman business and learned the importance of making a good first impression.

Leslie works as a customer service representative for Honeywell and has a long resume in sales work. Coincidentally, it was her work that led Lenny into the computer field. She used to bring home a mountain of work every night, so he set up a database for her on the computer. What used to take all of her free time, the computer enabled her to complete in four hours on the weekend, plus produce professional-looking reports.

He began studying computers and from 1992-96 took courses in different phases of computer work at junior colleges in California, learning about "what makes them tick.” He explained that he just fell in love with the work. “I’m extremely handy with my hands and my head… This is what I’ve always been waiting for.”

The opportunity came at a good time, too, shortly after he injured his back and was unable to do strenuous physical labor. He built up a client base of 347 customers in Southern California, all through word-of-mouth referrals, he did no advertising.

E-Mail Replies

About six of them still E-mail him all the time to get his opinion or to find out how to do something. He usually replies over E-mail with the answer or gives the link to a website if it’s a very technical response.

Much of his work is doing installations and configurations, particularly modems. Calderwood noted that this type of work can be a nightmare for someone who’s not experienced, because of the combination of software and hardware technology.

He explained that usually the learning curve is so high that people don’t have the time to learn things on their own. When the computer prompts you for a choice during an installation, picking the wrong option can render your computer useless. He Added, “It’s easier to do it wrong than right.”

Still, for customers who do want to learn, he’ll spend time teaching them. Calderwood said “Most people are very grateful when they get someone who’s honest with them, gives them the right answers and doesn’t rip them off.”

Huge Service Market

He noted that there’s a huge market right now for good customer service, adding that most companies are so busy just taking money from people that they don’t have time to provide good service.

Calderwood takes each customer on an individual basis, an advantage he has being self employed. Though he does have a standard price list for labor, he noted that it’s only for worst case scenarios. If a job takes only 15 minutes, he can adjust the cost down. Still, his base rate is only $30 an hour, whereas most larger companies charge $75 to $80.

Oftentimes, he’ll spend the extra time helping customers correct bad habits, tuning-up their hard drives and showing them how to do that type of work themselves. He describes this as “value-added service” and reports that customers are usually very appreciative, with some even sending thank you notes. Calderwood added “Apparently, they’re not used to getting that type of service in this industry.”

Calderwood also offers an advantage over larger computer retailers in the product end of the business. He also offers “a smorgasbord of hardware and software at reasonable prices.”

Not What’s Needed

Many times people will buy a “canned” computer with lots of stuff, but maybe not the stuff they need. Although they frequently come with extra programs installed, they’re not always configured. Calderwood explained, “Anything I install or build, I configure.” He also takes the time to load a couple of high-end 3D games to check for bottlenecks in the system.

Still, people frequently think that dealing with a neighborhood vendor will cost more than going to a computer retail store. Not so, Calderwood noted, “I can build people computers with better components… and cheaper than the retail outlet.”

In fact, the one that bugs him about the business is when people ask for his advice then shop somewhere else and return to him when they have problems with what they’ve bought. He added, “I offer good service and add as much value as possible to get their attention and loyalty.”

Also, people sometimes think that to step up their computers power they need to get a whole new system, instead of upgrading individual components. Calderwood had one customer who owned an older 486 that was hanging up with games; otherwise, he was happy with the machine. After spending about a half hour on the phone with Calderwood, he decided to get a new motherboard and processor.

Instead of spending a couple of thousand dollars on a new computer, he spent a couple of hundred, plus the machine is still upgradeable.

‘Better Mousetrap’

In fact, it’s this type of work that Calderwood enjoys most. He noted, “Building a better mousetrap is always more fun than building a new mousetrap.”

Calderwood spends lots of time keeping up on the latest technologies and continuing to learn more about the vast world of computers. He subscribes to and recommends PC Magazine and spends lots of time reading trade journals and downloading information off the Internet. Still, he noted that no one can know all the answers, but because of all his preparation, he knows where to find them.

Right now, his biggest challenge is meeting the public. He is looking into swap meets, because he has “a ton of older software and computer books” and is running out of space in his office. He is looking for an opportunity to serve the community, similar to work he did in California .

Back on the West Coast, he volunteered his services to a Christian thrift store. He would evaluate and fix donated equipment. (He also fixed their photocopiers and printers and served as a troubleshooter for their software, but that’s another story). In exchange, if they had to spend any money to fix up a machine, they’d instead give the machine to Calderwood to use as parts.

Interactive Display

He even set up an interactive display for customers to try out the equipment. The store also gave out his business cards, of which he noted, “That kind of referral goes a long way in the community.”

Calderwood sees his target audience as family, home office and small business computer users. He explained that his services are ideal for them, because they don’t have a huge budget. Calderwood gives them an alternative and the ability to compete with larger businesses.

In return, he wants people to know the importance of dealing with neighborhood vendors. He explained, “If you continue to do business with your local vendors, then they’re going to continue to be in business… to be there when you need them.”

He’s only been working fulltime on the East Coast for a couple of months, but already Calderwood Computer Service lists about a dozen clients. Over the next few years, he’d like to be getting an average of one new customer a day.

Future Plans

He’d like to grow the business to the point where he can handle mail-order computer parts, too. If his customer base really grows, he eventually like to have a storefront on Haddon Ave.

When I asked about hobbies, Calderwood joked that he had no time for anything but computers. In fact, he has a wide range of hobbies, he just doesn’t have time for them right now. He enjoys camping and deer hunting, gunsmithing, and playing the slots. He also misses doing carpentry work and noted that he can’t turn the channel or walk away when a home repair show comes on.

He’s been involved with motorcycling (he sold a bike in California that he logged over 18,000 miles), that he logged over 18,000 miles), custom Corvettes (he owned a shop in In the 1970s) and HO trains (he has about 300 that have been out of the box only twice in the last four years, because of lack of space).

Also he and Leslie enjoy cooking and gardening, particularly barbecuing with herbs. They also used to can and make a variety of sauces. Their specialty is Mexican salsa, and he added, “Most restaurants would die to have salsa this good.”

No matter whether you’re looking for a new system, an upgrade or trying to figure out what the *#(*%&@ happened to your hard drive…

He’ll listen and help you figure out the best and most cost-effective means of meeting your computing needs.