Last week, I had a wonderful dining experience. The food was exceptional, the service was fantastic, and the vibe was just right. I popped into Google to leave a glowing 5-star review.
And when I was in there, I saw another reviewer’s post from the week before.
The diner seemed to enjoy their meal but gave a 4-star rating.
Maybe they encountered a minor issue or were comparing the place to their favorite high-end spot.
Ratings are subjective, after all.
But: If a restaurant–or any business for that matter– delivers exactly what it promises—great food and attentive service in this case—shouldn’t that merit a full 5 stars?
In my view, the rating should reflect the restaurant’s promise and delivery, not an unattainable benchmark or to a standard not within the business category. It’s sort of like comparing a pizza place to a high-end Italian restaurant.
Why does this get my goat? These ratings are a big deal for businesses. They matter because they:
- Boost visibility: to attract more customers who are looking for exactly what they offer.
- Provide social proof: so potential new customers are more confident in their choice when deciding whether to try the place out.
- Encourages excellence: a little positive reinforcement works on your kids, and it also works to reward businesses that consistently meet their promises, encouraging them to maintain their high standards.
But not everyone ascribes to this philosophy–I’ve had this debate with friends who feel like giving 4 stars is “typical” and 5 stars is reserved for truly exceptional.
4 Stars or Less?
So what does a business owner do if they get less than 5 stars?
Listen.
Maybe the reviewer was having a bad day. Maybe they didn’t get their check fast enough. The best thing you can do in this situation is to RESPOND. Reply to the review with a positive mindset, thank them for their feedback, and ask what could have been done differently to earn 5 stars.
One client won at this approach last year when one of their customers left a 4-star review mentioning that the Wi-Fi was slow–and as an aside, wifi has nothing at all to do with the promised service of this business. But instead of seeing it as a setback, my client responded with gratitude, apologized for the inconvenience, and let the customer know they were in the process of upgrading their Wi-Fi. The next review from that customer? 5 stars, praising the quick action and excellent service. It turned an possible issue into a loyal customer.
Today’s Step Forward.
Review your Google Reviews and respond to them. All of them.
5 stars? Drop a quick thanks for the support and invite them back.
4 stars or less? Reply back and show appreciation for their feedback, and invite them to share what you can improve. Turn those critiques into opportunities for growth and make your business shine even brighter.
Onward and upward.
