Beyond the Stars: How to Actually Learn from Customer Reviews

On this blog we talk a lot about customer reviews. In theory, they are the perfect measure of a company's customer experience—an unbiased report card straight from the source.

At least, that’s the theory.

The reality is that the review system can be, and often is, gamed. Companies might enlist friendly contacts to post glowing testimonials. Others pay for AI-powered bots to generate fake reviews en masse.

This isn't just speculation. Research, like a 2013 study by Dina Mayzlin of the University of Southern California, found that small, independent hotels were more likely to generate suspiciously positive reviews than large branded chains, suggesting some small establishments may be more prone to creating fake feedback.

Who Actually Writes Reviews?

This is the critical question. Think about it: someone who had a perfectly fine, 7-out-of-10 experience likely can't be bothered to leave a review. As with all metrics, we have to look beyond the averages. A middling overall score can hide polar extremes—it’s often the passionately delighted and the bitterly disappointed who are driven to post.

This isn't necessarily a bad thing. A careful read of these extremes can be incredibly enlightening. A complaint that a restaurant is "too noisy" might be a red flag for a couple seeking a romantic dinner but a selling point for a 22-year-old looking for a vibrant atmosphere. Similarly, a rave review from a septuagenarian about an extensive wine list might mean very little to that same 22-year-old.

The Truth About Volume

We also have to be careful about equating the number of reviews with quality. A high volume of reviews can indicate popularity, but unless you’re sure it wasn’t boosted by a click farm, it’s not a guaranteed sign of excellence. Conversely, a fantastic small business or new product simply can’t be expected to have the same quantity of reviews as a massive corporation.

So, What’s the Verdict? Should We Ignore Reviews Altogether?

Absolutely not. The key isn't to ignore reviews—it's to read them smarter.

The true value isn't in the average star rating alone. It’s in the context. Dig into the actual comments, read the extremes, and filter them through your own personal preferences. Ask yourself: Do the praises and complaints resonate with what I care about?

The perfect review isn't the one with the most stars; it's the one that hits the spot for you.