Moishe's is a classic New York success story. Founder Moishe Mana emigrated from Israel in the late 1980s and started the company as a man with a van 10 years ago. It has grown to a fleet of 50 trucks carrying nearly 10,000 moves a year.

According to the Better Business Bureau's spokesman, Walter Brewster, one gauge of a mover's good faith and reputation is how he resolves customer complaints. In addition to getting a clean bill of health from the BBB, says Moishe's vice president for customer service, Allen Levine, "we routinely discount the bill of any customer who is not completely satisfied."

If those less-than-happy customers are a very small percentage of the annual 10,000, it is partially a result of one of the most rigorous boot camps in the industry.

"We send all of our people to a month-long program that includes classroom work, training in the administrative side of moving and a written exam," says Levine.

"We also drill them," Levine explains, "in how to greet customers in the morning and how to say 'Thank you' at the end of the day." Finally, he adds, almost as an afterthought, "We also have four truckloads of practice furniture that they have to pack up and load and unload every day."