The problem with stars alone
One of the biggest pitfalls is assuming review scores reflect the full customer experience. A single scathing review can undo years of good service in the eyes of a potential customer, even if most people are satisfied. At the other end of the spectrum, a wall of five-star reviews can also raise suspicion; research shows customers tend to trust a mix of positive and negative feedback more than perfection.
Recent Angus & Associates research also challenges the long held belief that people are more motivated to complain than to compliment. Survey results show people are more likely to post about especially positive experiences (47%) than negative ones (28%), though fewer than a third regularly post either way. Many also write reviews to support businesses they care about or to share something surprising.
The outtake? Reviews can give an unreliably positive view of customer experiences. Businesses that rely on stars alone risk missing pain points or friction that, if addressed, could make a real difference.
There are other limitations too. Context is often absent.
Was that one-star rating because the ‘experience’ – meal, activity, accommodation – was poor, or because the weather, traffic, other guests were awful? Fabricated reviews, whether damaging or glowing, cloud the picture. And outdated reviews can mislead: if the last comment was from three years ago, does it still reflect your standards? Probably not.
Getting the full picture
So how can businesses cut through the noise and get feedback they can actually use? It starts with taking charge of the process rather than leaving your reputation entirely in the hands of online reviewers. Collecting structured, ongoing feedback from real customers gives a much more reliable sense of what’s working and where improvements are needed.
This ensures you hear from the majority, not just the minority of customers who post online. Better still, the information is timely and actionable, so you can respond quickly and make changes that matter.
What this means for your business
Star ratings will always play a part in shaping customer choices, but they’re only one piece of the puzzle. To really understand how your customers feel, and to keep improving, you need insights that go deeper than a number. By looking beyond the stars and investing in genuine customer experience research, you’ll build stronger trust and create a business that consistently delivers in the real world.
– Karen Connell, Angus & Associates – Qualitative Research Director
