Yelp’s Mobile App Changes Reviewing Dynamics

A new app let users review restaurants and shops instantaneously

Although the augmented reality (AR) function in the new Yelp mobile app has attracted the most attention, other features are worth noting as well. Users can now enter 140-character reviews or “quick tips” which are then published to the mobile site. They can also begin a draft of a review on their phone, save it, and publish it from a computer later.

Yelp finds itself attempting to balance immediacy with relevance. While instantaneous reviews better capture the reviewer’s feelings, they may be less accurate or helpful overall. Professional restaurant critics, on the other hand, visit a restaurant several times over the course of many weeks to get a better sense of the restaurant’s capabilities and consistency. Review sites must also consider how to encourage user posts, as the more time passes between the meal or event, the less likely it will be reviewed.

Restaurant and business owners now face added pressure to provide high quality customer service, as they know a poor online review is just a few key strokes away. Responding to customer concerns rapidly will become standard, yet customers’ patience may decrease as their expectations for immediate redress increase.

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