As any business owner such as myself will tell you, getting customer feedback is extremely important to see how your business or company is doing. Customers won’t sugarcoat it and won’t hide their feelings, especially when they’ve spent money on something they see as either useful or valuable. Having ratings and reviews is a good way to get feedback on how your business can improve. From a customer’s perspective, it is nice to make one’s opinion known, to have an impact on the product or service you use and have their input lead to actual changes to keep them around longer as a customer.
However, where this reviewing and rating system can run into trouble, is when you are constantly reviewing every single service and product, it’s become compulsory instead of optional, and it’s spread to industries where direct responses can be a bit too on the nose when they serve the public and not private interests. From restaurants to ride-sharing applications to doctor’s offices, every transaction in society now comes with a mandatory rating request, leaving more customers fatigued and desensitized.
Being asked to constantly review every single business, public or private, doesn’t always lead to better or more in-depth feedback, and there are other ways companies can strike the right balance going forward. One of the ways to do so is to go beyond the basic ‘stars’ or out of 10 scale that is being used by most providers today. Its surface-level, lacks nuance, and rarely captures how the customer truly feels. In this case, less is more. Anonymous, optional surveys completed at the customer’s discretion generate more meaningful feedback than shallow ratings from everyone at once.
For example, if you are a small business or company, and you are getting 100 five-star ratings, but they are from bots or fake accounts with no actual written reviews, can you claim to be a reputable business? Instead, especially with more of the Internet being filled with AI, bots, and fake accounts, real verification methods with anonymized surveys, which can be filled out over time, will make for a happier and less stressed customer base.
If you are getting scores or ratings constantly but with no real feedback, how can you possibly gain real insights from these ratings? Also, how can customers trust these cursory ratings when they could be fake or not with anything real backing up their star rating? Personally, I would rather get 10 real reviews from customers who opt to voluntarily leave a review for my business that’s in-depth and insightful about the product or service rather than 100 fake ones with no substance or trustworthiness. Beyond the risk of fake reviews, there’s also the problem of overwhelming customers with constant rating requests.
Forcing customers to rate every interaction is stressful, disingenuous, and harmful. Business owners should always make any kind of rating or review optional and only prompt the customer to leave the review every now and then and not after every interaction. There should not be a penalty for not leaving reviews as well and they should remain optional yet encouraged. Companies or firms can also incentivize reviews or ratings with a referral offering, a discount, or perhaps a free trial to encourage greater participation. If they really dislike or like your product or service, they often will want you to be the first to know but they should have the autonomy to do so on their own initiative. In addition to incentivizing voluntary feedback, companies must consider the ethical implications of rating individuals directly.
Moreover, I do not think it’s wise for some companies to review their customers even with the gig economy unless they consent to it as certain ridesharing companies have done up to this point. It’s good to have responsible customers using your platform or service but having anonymous reviews of your customers without their knowledge or feedback about their own ratings is morally gray at best and potentially illegal too. I also think it should be discouraged to rank teachers, doctors, lawyers, and other professionals directly even if it is a private practice or company. Evaluating the institution rather than individual professionals is more responsible; rating certified individuals in sensitive fields is ethically questionable.
In the end, more reviews and ratings do not automatically mean better feedback for a company. Overloading your customers with constant rating requests leads to superficial or lack of candid responses, stress, and even distrust, while fake or bot-generated reviews undermine the credibility of a business. The solution is simple but often overlooked: make feedback selective, anonymized, and meaningful.
Encourage customers to share their insights thoughtfully rather than compulsively and consider thoughtful incentives to reward genuine engagement. Beyond numbers and stars, businesses should focus on creating systems that respect their customers’ time, autonomy, and privacy. By doing so, companies not only gain actionable insights but also cultivate trust, loyalty, and a happier customer base, proving that sometimes, less truly is more.
