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Tell It to Me Straight

This Web 2.0 tool can help you manage customer feedback and resolve disputes in a flash.

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This story appears in the June 2008 issue of Entrepreneur. Subscribe »

James and Ann Scaggs, 27 and 26, respectively, know how hard it is for some people to part with their ailing iPods--even when sending it to someone who will make it well again. Hoping to ease that pain, the husband-and-wife co-founders of iPod repair and refurbishing company iRepair Squad searched for a way to reassure their clients, finally settling on RatePoint, a Web 2.0 system for collecting and displaying customer feedback. Because word-of-mouth is the company's best form of advertising, it was important to the Scaggses that their review-and-support system be highly credible to customers, capturing and displaying feedback from the online community.

After evaluating several technologies, they chose RatePoint for its efficiency and transparency. The service, which starts at $14.95 per month or $150 for an annual subscription, has a special security feature that provides a higher degree of validation for comments, reducing the potential for fakes.

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