Nowadays you can't buy anything without being asked to provide a rating of a company's performance on a five-star scale.
I've been asked to rate my "store experience" on the EFTPOS terminal before I can pay. Even the most commonplace activities, such as calling Telstra or picking up a parcel from Australia Post, are followed by texts or emails with surveys asking, "How did we do?"
Online purchases are routinely followed up by a customer satisfaction survey. Companies are so desperate for a hit of stars that if you delete the survey the company sends you another one.
We're prompted to rate our apps when we've barely had a chance to use them. One online course provider I use asks you what you think of the course after you've only completed roughly 2 per cent of it.
Economist Jason Murphy says that companies use customer satisfaction ratings because a shining display of star feedback has become the nuclear power source of the modern economy.
However, you can't help but wonder if these companies are basing their business on fabrications(捏造的东西). I confess that with online surveys I just click the option that's closest to my mouse cursor(光标) to get the damn thing off my screen. Often the star rating I give has far more to do with the kind of day I'm having than the purchase I just made.