I make purchases from Amazon.com a lot. I can get practically everything I need online. I shop around for the best deal, not necessarily the lowest price, and I value the customer reviews. On Amazon, customers are encouraged, rather, cajoled into leaving some feedback on their experiences with their purchases. It is important to note that not all Amazon reviews are from actual Amazon customers, and the site recently implemented a change that gives greater weight to verified purchasers. But I still think it’s worth something when I’m shopping for a product, and someone has something, anything, to say about their experience, no matter where they made their purchase.
When I’m shopping online, especially on Amazon (the rating/reviewing feature is ubiquitous on the web these days), I pay close attention to how many reviews a product has as well as the proportion of 1-star reviews there are to the total. For example, a Texsport 6 person dome tent has an overall rating of 3.2 out of five stars. More than half are 4- and 5-star ratings. But the number of 1-star ratings is 12%. By contrast, North Gear Camping 6 person dome tent has an overall 2.4-star rating. 60% of the reviews rate it 1 star, the lowest rating. To be fair, this tent is much less expensive than the Texsport product. But price is not an indicator of quality in all cases. Yes, you get what you pay for, but slapping a Kelty logo on a tent doesn’t always make it better. It’s worth noting that the North Gear tent received only 5 reviews.
I like to read the 1-star reviews. They’re sometimes off target, blaming the shipper, rating the product poorly because it arrived damaged. Sometimes a negative review is given because the buyer was unhappy with customer service, which is a valid reason to be dissatisfied. And once in awhile the customer is just telling us shoppers about their particular experience and not necessarily that the product is defective or inadequate. But I value the negative reviews almost more than the positive ones. That being said, it’s human nature to complain when something goes wrong rather than to sing praises when things are just okay.
Do I want myself rated? Not necessarily, but I do subject myself to feedback when I speak in Toastmasters. After some time you do develop thicker skin, not that people are brutally honest in their assessments. Maybe they should be, but we don’t want to scare anyone off. If we could speak face-to-face with those online merchants, would we be willing to be so frank, or in some cases, cruel? Probably not. The ostensible anonymity of the web makes it easier for people to be more “honest.” If you read Youtube comments, you will see that it often goes too far. And people are uncivil in their comments to what end? They very often do not offer constructive feedback, and they complain about things that cannot be changed. The worst of them are openly racist or homophobic. And it gets a lot worse.
That 1-star review might be a very good thing, when it is offered in earnest of making a difference. Telling someone that I didn’t like something without offering a suggestion for improvement is a pointless endeavor. I work harder every day to be more constructive. Of course, sometimes I just complain. I do it here. I’m probably doing it right now. There’s value in the negative. It enables us to hear about ways to improve, provided the review process is being handled the right way. We don’t want to hurt someone’s feelings, but we need honesty without too much emotion to get in the way. We shouldn’t be afraid to let our opinions be heard. And don’t use the word “humble”. Opinions are bold. They’re part of our makeup. And they matter, to us at least.
Most people won’t bother to offer feedback. It’s overwhelming, actually. The other day I was watching an awesome video on Youtube. It had, at the time, over 800,000 views. Disproportionately, it had 7,000 likes. That’s less than 1 percent! You might have noticed that many YouTubers solicit for likes and subscriptions. They practically beg. And it’s no effort at all. But people just don’t want to leave feedback, even if it means only clicking a button. But if they hate it, you’d better believe they’re going to say something. And that’s the power of the negative. I guess this is why we hold to the adage, “there’s no such thing as bad publicity.” Even if this is a myth, it appears to have a little truth to it. Well, I’d give that at least 3 stars.