Categories: Experiences and daily life; Human nature
Word count/read time: 513 words; 2 minutes
People proudly post testimonials in their marketing materials.
Testimonials scream DESPERATE since their work should speak for itself.
I get emails weekly
from companies that provide any number of "certified" five-star reviews
for a fee so I question any review's veracity. More is found
here.
We are confused about what five stars mean. We're conditioned - pressured even - to
leave them regardless. It gives no credence to those cases that
are really exceptional, and by corollary, the FUBARs.
This phenomenon is an adult version of
everyone-gets-a-trophy. Only a few deserve a trophy.
We've been so beat down with disposable products and poor customer service that
we have come to expect it. When we get basic
customer service (i.e., what was promised) we think it's the cat's meow.
A wall with a line across it qualifies as
modern art worth millions so it's reasonable to think that if your food isn't spit on,
dropped on the floor, and arrives quasi-warm it is a five-star experience.
As a business, there are golden rules:
- Be attainable
- Answer questions quickly
- Be honest, truthful, and show integrity
- Follow the laws
- Be gracious and appreciative
Three stars mean every expectation was met.
This is the very least a business should do. There's no shame but
it's treated like a scarlet letter instead.
Less than 1% of the time does any transaction warrant a higher rating.
Logically, there is no four- or five-star anything unless there's
dispute or conflict. A company shows its mettle only when things go sour.
Most companies can't deliver anything above a three
and fumble when a problem arises.
Do expectations play a role, i.e. what would be three stars at a gourmet
restaurant would certainly be five stars at a roadside diner, right?
Luxury and pampering should still be three stars if that's what was promised.
It may be a five-star experience but don't confuse the two.
Different animals.
Roughly half of the reviews
address things that have no relevance to the product's usefulness or quality,
and don't answer the simple question, "So how did it work?":
- I received it today and can't wait to try it - 5 stars
- The packaging was professional and secure - 5 stars
- It was shipped fast and the seller answered all my questions - 5 stars
- My friend recommended it so I bought it - 5 stars
- It broke within the first few days so I sent it back for a refund - 4 stars
- It was defective so I returned it - 3 stars
- The package had a hole in it and some product was lost - 2 stars
- The quality was excellent but the crooked (tiny) sticker
on the bottom made it look cheap - 2 stars
- Shipping took three weeks - 1 star
Sellers and buyers alike can leave reviews.
The fear of being denied services, purchases, or whatever
impels one to leave five-star (or positive) reviews, even for complaints.
Is it getting more difficult to believe any of it?
Posted by M: August 12, 2022
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