[Huntingwhale]

I think one way to help get rid of false reviews is to make it so that people have to link their facebook profile when posting the reviews. Most people who post on Google or Yelp use some silly avatar photo and a nick name. Get people to use their real name alongside a real photo and I think you'd see improvements.

Everyone is a brave SJW when hidden behind the mask of anonymity. But I find people, for the most part, kind of smarten up when their real reputation is on the line. Obviously there are those that don't care and will still make stuff up. But for example the Calgary Sun comment section is usually squeaky clean now that you have to use your real name. Before it was a cesspool of racist and sexist comments.

To address the OP, I use the ratings as a guideline but it's never the determining factor is deciding if I should get something. If I read the comments and it's bad comments about how it was poor service, grumpy employee etc, I accept that as the human aspect of dealing with other people. People have bad days, and sometimes you just happen to talk in at the wrong moment. I'm more concerned about comments that talk about the product not being as described, the quality, or if it breaks quickly. For the most part I really couldn't care less about the 'customer service experience'. I have no problem buying a 2-3 star products if I see that most of the negative comments are something customer service related.

I agree that customers probably have too much power these days when it comes to influencing a business' reputation. But at the same time, that's the digital age we live in and companies need to learn to adapt. Not directed to the OP, but companies need to stop whining about so-called false reviews, and actually address the issue that would make someone do that in the first place.