Everyone's a critic : winning customers in a review-driven world
More than 70 per cent of customers consult online reviews and take them very seriously.
A disgruntled customer on Yelp might have more clout than a guidebook, magazine, or newspaper.
This review-driven marketplace terrifies many businesses.
But some have learnt to navigate and profit from customer reviews.
Bill Tancer takes readers on a fascinating journey inside that world, to find out why one Los Angeles barber advertised his one-star reviews and how one scrappy hotel became the highest rated in London.
Tancer's fascinating stories and data-driven research reveal how sites like Yelp and TripAdvisor are changing the way we interact and show how business owners can leverage online reviews to find greater success.