Harvard case study yelp


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So, how should businesses protect themselves against the poetry of unhappy customers? This stands in total opposition to the traditional, reactive model of feedback: waiting until someone is screaming at you and trying to handle it. Perhaps the coolest part of interacting with customers?

How to Make "Content" Your Product - A Case Study for Entrepreneurs

Responding to feedback and then rewarding the customer with a personalized reward or discount? Building relationships: now, with a clear ROI case! One of my favorite feedback-related stories is from one of our Thanx merchants. One of their customers wrote them a message — they had an issue with the quality of their food.

Learn to maximize Yelp for your business Yelp is perhaps one of the most widely used and frequently misunderstood review sites for business.

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When you receive a good review, be sure to rate it as useful and cool and have friends and employees do the same to improve its ranking and increase the chances that it will stay visible instead of falling through the filter. Ask for reviews. Set up your own profile.


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Understanding how the site works from an inside perspective will help you control the narrative. Use Yelp to post your own honest reviews about the businesses you visit.

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Recognize the positive effect that this site and its reviews can have on a business and ways you can achieve the same results. Get familiar with all the devices Yelp offers and use them. Install the mobile app to monitor Yelp closely to ensure all information is correct, address any inconsistencies and be sure that none of the posts violate Yelp guidelines. Use the Yelp improvement calculator to measure and reach your strategic goals.

A study of flagged write-ups shows how some try to game the system

What you need to know about making the most of any online review site Strive for great service, easy return policies and a clean establishment, and customers will notice and the reviews will happen naturally. Remember your online reputation drives conversion.


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    Last Name. In a May blog entry on the topic , Yelp featured a word cloud of terms that popped up in positive reviews. Obviously, it seems to pay to be friendly, nice and helpful.

    A study by Michael Luca, a professor at Harvard Business School, found that there was a correlation between a high Yelp ranking and revenues. Luca just looked at the restaurant industry in Seattle, but his findings were a ringing endorsement for Yelp. Among other things, it found there were far more Yelp restaurant reviews than there were from Zagat or The Seattle Times. If you're a McDonald's franchisee, don't waste any time worrying about your Yelp reviews. According to Luca's study, Yelp's effect on chains is "statistically insignificant and close to zero.

    Louis is a rather absurd exercise since it will likely be very similar to a McDonald's in Kalamazoo, Mich. If someone trashes your business on Yelp, you don't have to sit back and take it. In fact, Holloway recommends business owners go on Yelp and dispute. The reviewers can then answer the business owner if need be. Yelp reviews operate in a gray area between journalism and customer service. If you're a business owner and see a scathing review that is completely incorrect, you may consider it akin to slander and be tempted to call your lawyer.

    However, Yelp cautions against this. In an FAQ on its site, Yelp evokes "The Streisand Effect," in which an action has the unintended consequence of drawing more attention to the problem. The term got its name from Barbra Streisand, whose attempt to suppress photos of her home backfired. Second, beware of lawyers who are quick to file lawsuits without telling their clients that it can cost them dearly. Last, take a step back: if you find yourself insisting that a review is obviously untrue, there's every reason to think that your customers will draw the same conclusion as you.

    Even if they don't, Yelp's review filter is always on the prowl, and it may be able to put enough pieces of the puzzle together over the long-term to filter out the bogus review. Skip to content.

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