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Creating connections among consumers
Using the power of crowdsourcing, Angie Hicks (MBA 2000) turned neighborly advice about good service providers into a national consumer network that has transformed the world of online reviews and ratings. In 1995, Hicks cofounded Angie’s List, which collects user reviews of local service providers, ranging from contractors to dentists to mechanics. More than 2 million households nationwide belong to Angie’s List. The company offers a call-in center for person-to-person help with research and hiring needs.
Angie’s List launched years before online resources and apps were common, but has embraced technology and tools that make it easier for members to access reviews and deals. “Our members want help with hiring decisions that have a high cost of failure if done improperly, so they’re happy to pay for reliable information,” says Hicks, the company’s chief marketing officer. “We don’t allow anonymous reviews, and we invest significant resources, both human and technological, in our accountability process.”
Hicks enjoys helping consumers take care of business by being able to connect not only to the best-reviewed local companies, but to great service deals and other e-commerce offerings. “It feels good to know that every day we link people to the top providers of every kind of service, from roofing to root canals,” she says.
(Published April 2014)
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