RE-DEFINING FIVE STARS

A Five Star Rating System can be defined as an expression of preferences to predict if another is likely to enjoy. While it makes sense that we should rate a product after we try it, the rating system doesn't allow a future consumer the full picture of attributes the product might have- good or bad.  

In other words, we might write a review that is scathing based on how the item was damaged in shipping, rather than the quality and usefulness of the product. 

Every day, I try to read through a different product's reviews on Amazon. As the newest member of the Beverly Hills Teddy Bear Company, and to the toy industry, I want to learn about the products that I am representing. Just as when I'm shopping for myself, I read reviews to gauge how likely I am to get use out of the item I am looking at. Usually, this serves me well. 

But as I am delving into review after review of these toys, the reasons that people choose to write a review range and they don't really give an cumulative overview of the product.

Let's look at the Squeezamals Picnic Pack. It has 1,014 reviews with an average 4.8/5 stars. Stats appear good. 

As a part of the company that designs the toy, we should be proud that one customer feels the quality, aesthetics, and value of the product is exceptional. It is, however, unfortunate that another customer feels that the delivery process reflects on the product itself in this instance. 

Why aren't itemized issues such as these differentiated from the product it represents. How can we be more effective in this process so that reviews are given to the proper "departments" within a process? That's when I had a thought...

What if we, as industries, determine what a star is received for? Let us Re-define 5 Stars.

Upon submitting a product to a company for listing, such as Amazon, we should have a pre-approved list of seven attributes that we would like the customer to decide if we deserve a star, or not. It becomes a yes or no, did we meet the demand?

For the Squeezamals Wicker Picnic Pack

1. Value- Do you feel that the item purchased is worth the price listed?

2. Quality- Do you feel that the item purchased is well made?

3. Presentation- Does your child like the appearance of the item?

4. Features- Does your child enjoy the added features?

5. Likability- Does your child like to play with the item often or show it off to friends?

6. Likelihood to Purchase- Would you purchase this item again, such as a gift for another?

7. Fits the Category- Pretend/ Nurture Play

If a company is allowed to say, "This is the reason we made this product. Did we succeed?" and the customer provides the star as a yes or no, then we can glean a clearer image of where the product succeeds or where it is lacking. It also gives us the opportunity to learn from the customer, whether the intended user of the product finds it successful. 

The customer should, of course be able to leave a comment. Perhaps in a format of, "Would you like to leave a comment about the product, the ordering process, or the delivery?" This way, the comment could be directed to the company that houses the triumph, or the issue.

The current Five Star Rating system isn't completely useless. Most reviews do contain at least one reason why they love or hate the product. Additionally, it does give the customer some sense of satisfaction to provide a "score" on their experience. However, this "score" only provides a random number of stars, usually based on a feeling rather than the overall success of the product. 

I envision a Star system where a customer might leave an informative review for the next person to make an educated decision about the product. A system that tells the makers of the toys how they're doing it right, or how they could do it better.

 

BUY IT NOW!