You may know that after an Amazon transaction you will eventually receive a notice requesting an evaluation of the quality of product and delivery. In the 5-star rating system the top three ratings are Fair, Good, and Excellent. What you don’t know is what constitutes “Excellent or Good” service. What if your order shows up on time and is undamaged? Does that deserve high praise? I’ll answer that. The delivery of a product on time and in spec, even a day or two early, is within the range of ordinary or expected. It does not qualify as excellent or even good.

Conversely, a selection of “Fair” seems unfair to a vendor. If a common parcel delivery to a customer did not also deliver giggling delight, but rather an “OK, here it is”, maybe the customer would be inclined to give a mid-range rating accurately reflecting the absence of glee. Fair is death by faint praise.

What they are missing is an answer indicating that the product and delivery was “as expected” or, “nominal”.  Excellent or Good imply some sort of action above and beyond a baseline value.

Amazon is smart to collect ranking data on their vendors. It keeps them edgy and sharp. I get that.

An Excellent rating should result from service leaving the customer standing there with their pants around their ankles and a goofy grin on their face. That would rank as Excellent in my book!

But I would offer that another purpose is to condition customers into believing that ordinary products and deliveries from Amazon constitute some kind of premium service. Early on, maybe. But now it is normal. It’s just an ordinary transaction worthy of, at most, a wink and a nod.

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