Jim O. talks about minor things that could really help your business.
Angie’s List is a consumer organization that collects customer satisfaction ratings on local service companies in more than 250 categories—everything from plumbing to pet sitting to piano tuning. Formed in 1995, it is organized in 13 cities nationwide and steadily expanding. The list serves some 75,000 consumers who pay about $45 a year to belong. When members access the list via phone or the Internet (www.angieslist.com), they are typically given the names of three to five companies in their requested category.
Angie’s List is one of more successful consumer referral businesses that have popped up over the years. (Founder Angie Hicks takes issue with the “referral” label, saying her business is a rating service; she’s technically correct, but it’s largely a matter of semantics.) This type of business exists as an alternative to playing Yellow Pages roulette. It wouldn’t exist if so many people didn’t have terrible experiences patronizing trade firms. Homeowners everywhere would love to find remodelers and service firms that are honest and reliable. Many ask friends and neighbors for recommendations, but often they don’t know anyone good. Even when they do, every job is different. A contractor who performed to someone’s satisfaction on one job may run into problems at a neighbor’s house. People who buy into Angie’s List can see what various customers had to say and choose accordingly.