I'm not familiar with Customer Lobby. In this local web environment I'd strongly suggest finding a way to generate positive reviews, whether the business asks for them themselves or hires a third party.
I'll reference one type of system I've seen that is very impressive: Its a total communications package. As part of the communications package it generates reviews, provides for a filter, and encourages feedback.
Its available in both the medical and auto repair business. What I found impressive was the following:
A) High volume of reviews
B) They are always positive
C) They are being picked up by Google Places
D) They spur response and communications from the docs
What I found most interesting was in a couple of cases with medical services; there were some older buried reviews that ripped the services: The complaints were essentially about customer service.
It appears that not only did the communications tool get the doc(s) lots of reviews; but they had the result of improving the doc(s) interactions with customers.
That is quite powerful, IMHO.