Tom Peter’s book, The Little BIG Things, 163 ways to pursue Excellence starts in the first chapter with an excellent customer satisfaction story related to restaurants. It isn’t the food, the service or the friendliness of the staff that brings him back over and over again. The key factor is surprising. It makes us all realize that we really need to know what our customers value.

Yelp, a web site, where consumers post positive or negative reviews of local businesses can be a boon to customer satisfaction, sales and new customer acquisition or it can be a real headache for a local business. The power of consumers is very evident in this new review site which boasts 30 Million users a month, and 10 Million reviews, mostly in the US, but also in Canada, UK and Ireland. This article describes Why Yelp is important, what Yelp is, how local business owners can use Yelp and what do to next if you are just getting started.

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