Author: Mike Clough

Date Posted: Wednesday 6th December 2017

I walked into a store in Liverpool last week and picked up a ‘Stussy’ baseball hat, walked to the till and presented it for payment. I was a focused shopper – in/out – bang …job done.

However, payment was not quite as easy as I had thought – as I had to fill in a….‘questionnaire’….before I could pay.

What were my impressions of the shop? – I literally just walked in and picked something up.

Were the staff helpful? – I didn’t speak to anybody.

Was there anything I would like to see done differently? – No bloody questionnaire

Would I give them a rating from 1 to 10? – FFS

Would I recommend them to a friend? – again FFS

Do we really need all this?? My web guys seem to think we do – it gives customers the chance to see what others think of us. It gives insight into our service commitment and the way we treat people.

Does it though? Really??

We all know that a certain percentage of reviews will be by the staff and friends of staff and family members of the business in question – so we know that the good reviews are often made up.

I’m also pretty sure that anyone who allows free reign on their customer reviews will end up regretting it.

We all know that most people when they get a good service don’t bother to comment.

However, give them something below standard and they will be all over it….

We also know that if you upset someone by letting them go from their job (for perfectly valid reasons) they will be all over social media slagging you off and suggesting they provide a poor service and are health and safety averse.

So somehow you need to be able to crop and delete poor reviews and remove the troll like behaviour from d**kheads.

So, we know any good reviews that you read on line are probably dodgy….and any poor reviews will have been deleted.

So that leaves us with ….sod all of any use.

I worry sometimes that we are all just being manipulated. Somebody devises a system for getting feedback and thinks it will sell a product that helps with sales and we all jump on board. It might even work for a few months before people get wise as to how to subvert the results – then it all slides into an abyss of uselessness.

Until someone works out how to work round human fallibility and human foibles …and be able to tell genuine from fake reviews…it’s a waste of time.

Mind you I read a review of a customer by a restaurant this morning ….

‘Me and my team think you’re a right c**t’….

This does seem a pretty genuine review?
Mike C

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Mike Clough

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