The rating is 4.8. Every one-star review says the same thing.

Most businesses manage the average review score. The information a prospect actually uses, and the defect log a business could actually fix, sit in the tail.

By Steve 5 min read
Abstract bridge artwork for The rating is 4.8. Every one-star review says the same thing.

A business with a 4.8 average and two hundred reviews looks unambiguously healthy. Open the tail and the picture changes: eleven one-star reviews, and nine of them describe the same failure. A missed installation window. A handover where the person who sold the work was never seen again. A final invoice with a line nobody had mentioned. The instinct in that situation is almost always to raise the average: ask more happy customers, push the score toward 4.9. That is a reasonable instinct and a poor use of effort, because…

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