I used to use Amazon, Yelp & Google reviews extensively to see if a company or product was worth investing in. But so many of them read like they were written by the owner or a family member. I read a review yesterday for a moving company that stated that “they bill in 15 minute increments”. Like a real customer would take the time to mention that?
Maybe they would, but you have to read more of the reviews then and see what the trend is. If they all have a similar tone, or unnecessary details, they are probably fake. If they speak glowingly without any faults, that’s a neutral sign because somebody could be enamored with that company.
I really like to find a 3 or 4 star review to see what they say. That’s really where you’re going to find some surefire honest feedback. I’m not going to not buy the product or hire the company because of a single 3 or 4 star review, but I just want to hear from real people and their real experiences.
I know customers can be crazy and companies can be put in bad circumstances with unrealistic expectations from a customer. In those cases, there are probably 1 star reviews explaining the situation. I read through those to listen to their tone. If they sound reasonable, then that’s just one signal, not the deciding factor. The next thing I’d look for would be a response from the owner or the company. If the company can explain their position and it also sounds reasonable, then that bad review might be overall neutral in my mind. Read On…