Meaningful feedback in the era of the 5-star rating

I feel like we are in an era of rampant rating inflation. This isn’t coming from a place of misguided nostalgia for a mythically amazing era in the past. It’s coming from a concern that right here in the present day, we’ve made it really difficult to recognize and reward actual excellence.

Consider the Lyft ride.

I’m not a heavy ridesharing user. It’s an experience I have about a dozen times a year, maybe. But tell me if this sounds familiar.

You’re picked up by a driver with a 5.0 rating. Your ride goes just fine, but certainly isn’t the best ever. There was definitely room for improvement. 

Are you going to leave a 4-star rating instead of 5? Are you going to do this, knowing that drivers receive incentives for averaging 4.95 stars or more? Or that they are rumored to be thrown off the platform for averaging less than 4.6?

I’m guilty here as well. Once in a while, I’ll get in a car that’s dirty, or smells like cigarettes, or has obvious body damage. And I’m more likely to leave no review than a lower star rating. I’m not aiming to take away the driver’s livelihood, but I’m also feeling like I don’t have a meaningful way to let that driver (or fellow passengers) know what didn’t work well for me.

Podcast hosts urge us to leave a review and a 5-star rating.

I’ve had doctor’s offices that were more efficient at asking for 5-star Google reviews than for following up with test results.

I don’t know why all of this is happening, but it feels like we’re all focused on the wrong thing: the number of stars, rather than feedback that is actually meaningful.

This can have serious consequences if you’re a leader in an organization.

So how do you handle positive feedback, when we’re operating in a world where the expectation seems to be five stars all the time?

First, know that your evaluative rating system isn’t going to do all of the work for you. When “meets expectations” can be devastating, or can have an impact on a year-end bonus, inflation abounds. Don’t count on the numbers by themselves to help improve your staff’s performance.

Second, understand that words matter. If you’re in a position of authority, others around you will assign meaning to your words. Use them wisely and kindly. You can give praise sparingly, but don’t forget to give it. Your staff will remember this for years. If you’re swamped or working across time zones, try recording a short video or sending a handwritten note.

Third, keep in mind that motivation comes in many forms. Recognition in the company newsletter for a superlative job is great, unless your employee prefers to keep a low profile. An extra day off, a favorite cup of coffee or temporary access to a better parking spot can go a long way too. If you get to know your folks, they will tell you what they like best.

At the end of the day, stars don’t build trust. Real feedback does. If you are a leader, focus on being kind, clear and specific. I would give this kind of leadership ten stars if I could.