We’ve all seen them:
The 5-star ratings that pop up after you’ve received a service or bought a product.
Customer feedback is crucial—but what does a 5-star rating actually tell your company?

From the customer’s side, the score often comes down to a simple question:
Did I get what I wanted or not? That usually means a 1 or a 5. So why not just ask for a Yes/No? At least then, you’d get a clear answer—good or bad, go or no-go—without the confusion of 2s, 3s, and 4s.

But does less really mean more? Not quite.

Ask for Actionable Data, Not Opinions

Objective, specific answers always beat opinion-based ratings. Instead of asking for a vague score, ask clear questions that produce actionable data:

1. Were you offered support within 5 minutes?

2. Was the service specialist friendly and helpful?

3. Were we able to resolve your issue?

Now, you have three variables that can pinpoint exactly where your process needs work:

Were you offered support within 5 minutes?

• Are we understaffed?

• Are there peak times when we need more people?

• Was there a technical issue?

Was the service specialist friendly and helpful?

• Do we have behavioral issues?

• Is there a training gap?

Were we able to resolve your issue?

• Is there a product fault?

• Are there compliance or third-party issues?

• Do we have resource shortages?

• Was there a technical error?

Start Asking the Right Questions

If you want feedback that actually helps you improve, move beyond the 5-star rating. Start asking the right questions.

www.gonogo.co.uk