Michael Recently, Angelika came home with a huge crack in the windshield of our car. Apparently, a car in front of her had kicked up a small rock, causing a tiny chip that expanded over several days into a 30 cm long crack that could no longer be repaired. Windshields are expensive; I had heard something about $800! Our circle of acquaintances couldn't recommend a repair shop, so I did what everyone does these days when they need a service and want to get recommendations from complete strangers: I turned to yelp.com.
On this free website, private individuals who have visited a business or restaurant write down their opinions, and those looking for something similar simply choose the highest-rated place on yelp.com. In San Francisco, this has already led to businesses no longer investing in advertising but instead focusing on delighting their customers and hoping that those will recommend the place on yelp.com. It also works brilliantly for doctors or hairdressers.
I was looking for a cheap new windshield, so I typed "Auto Glass Repair" in the city of "San Francisco" and checked out the reviews of the best shops. One immediately caught my eye: the shop "In & Out Glass" in the notorious neighborhood of "Bayview/Hunters Point," which we've previously reported on, in Rundbrief 02/2008. The area is somewhat shady, but due to the low rents, daring entrepreneurs, like the auto glass repair shop run by Chinese immigrants, also settle there. They have to perform exceptionally to stay in business because anyone familiar with San Francisco flinches at the mention of this neighborhood. On yelp.com, however, people couldn't stop raving about the quick, proper, and affordable repair services. And since I am known to fear nothing and no one, I went there, got my windshield replaced in 45 minutes, and paid $160. I think I will recommend the shop on yelp.com ...
Editorial Note: Yelp is suspected of manipulating reviews through unfair practices. The article Yelp and the Business of Extortion 2.0" shows some frightening examples. So if you find a business with exclusively positive reviews, caution is advised, as they might be bought.
Until the next newsletter! Your correspondents from San Francisco:
Angelika und Michael