With Amazon, it’s not just troll reviews, it’s also their “customer help” that’s a problem.
Most of us who do business online may have asked ourselves more than once: “Just who is writing these online reviews?” Well – some see themselves as self-appointed “brand ambassadors,” according to a 2013 study of thousands of online reviews conducted by Eric Anderson and Duncan Simester—professors of marketing at Northwestern University’s Kellogg School of Management and MIT’s Sloan School of Management. Anderson and Simester studied Expedia, Amazon and other companies, but of the group, no company is so associated with online reviews and the “5 star system” than Amazon.
I’ve told my friends, “YES there are some writers who pay for fake 5-star reviews,” and some who’ve probably paid people to put fake 1 star reviews for competitors. In the writing community, we go around and around about these problems. It makes legitimate writers question the reviews they receive. I have experienced a self-appointed “brand ambassador” who seems to have decided that a novella I published as an early experiment was the worst sort of self-published book (when it was not). I fought back. After my recent overview of many Nebula Award-nominated authors’ e-books, including single, standalone stories and collections (so, sorry online “Brand Ambassador” reviewer lady – I don’t think that other award-nominated authors you may not have heard of are as bad a writer as I am) — fighting back was better than sitting on my hands. I have more reviews and sales of Shakespeare in Hell than the majority of other single-story e-books or short story collections that I saw when I did the survey.
I didn’t realize until today that the problems in the online review system also extended to the “help community” for Amazon. Amazon’s Kindle message board help community is supposed to provide specific help to self-publishing authors: it’s nearly unusable, I discovered a couple of years ago. The Kindle message boards are dominated by trolls, weirdos and what-have-you. They seem to exist for some self-published Kindle formatting advice authors to troll and advertise their “How to” books, and for others to spam regarding their self published titles. For the average person seeking formatting answers: they’re a disaster!
The motive for this is obvious: most of the people who spend their time spamming others, slamming newcomers or exhibiting other forms of Web 1.0 behavior on these message boards make money from it. They sell their “How to” Kindle or other books by means of their online “help community” advertisement.
But what would the motive be for other commenters to be unhelpful, creepy and even abusive on the regular Amazon.com “community help” message boards? I recently experienced a double charge from Amazon. In attempting to rectify the problem, I clicked on the “Customer Help” message board option. It’s a lot easier to find than the customer service telephone option! Just one of the message threads I saw was this. I was motivated to respond because I’d seen answer after answer from the same small group of people saying “Click on the blue help button.” Well, there is no such button, it isn’t blue, and it isn’t located in the same place on mobile devices. In addition, the “help” link takes the customer to a page where a variety of help options (also web pages and FAQs) are located. There are no less than 3 clicks required to get to a page where the customer could answer questions and get to a telephone customer service option.
This may be a joke to these Amazon customer “help” weirdos making fun of or abusing average customers. But I saw one customer referring to overcharges on his bank account, and a second one referring to two $60 overdraft charges on her bank account. She stated she was a mother of two and they were only receiving small holiday gifts as a result. People like this guy like to inform others of exactly how their bank account works — instead of advising customers how to get duplicate or other wrong charges refunded. I finally broke and responded after seeing him and other commenters being downright rude or mean to regular customers one too many times.
These message boards aren’t hard to locate. They are listed before any paid Amazon customer service option, and long before the web page routine that will result in the telephone customer service. If people comment there, they get either repetitive, insulting or downright creepy and weird answers from a small group of “regulars.” It’s very similar to the same bizarre weirdos who go around clicking “unhelpful” on average or ordinary reviews of books or other products.
The only reason I’ll post an online review is if I think the product, restaurant or other business, or book, is really fantastic, or in very rare cases — really awful. I am reviewer #870,251 on Amazon and it is mostly books, dating back to 1998. I was tremendously tempted to review the Hutzler 571 Banana Slicer, but I resisted.
I know that Amazon.com has its own problems with employee morale, and probably, its customer service message boards are far down on the list as compared to new product launch, driving advertising revenue, and convincing people that ordering online is better than in-person shopping, up to and including getting products within an hour of placing an order.
But I have a hard time thinking that putting the “Customer Help Message Board” button first in front of an actual Customer Service representative method of contact (phone, chat, email) is a great business strategy. The “help” customers would get is non-existent. One of these people informed me that she had been “helping” people on the Amazon customer service help message boards for seven years. Her “help” that I saw consisted of telling people who were complaining about a duplicate, triplicate or otherwise incorrect charge needing to be refunded was to “click on the blue help button.” She persisted in disputing with me approximately 4 hours today and I have no doubt the weirdo crew there is Googling me to their heart’s content, just like some of the others did with the Canadian businessman who had an unusual concern/complaint.
I do not think you have to be an internet, mobile or new media genius to figure out there is a problem when that is your go-to “customer service” method. Some of it is a sort of misperceived value on the commenter’s “reputation” — representing about 1% of people who comment. A very different 1% to the “one percent” we have heard about in the news, but a bullying 1% all the same.
Amazon recently made news for suing over 1,000 fake reviewers. It turns out that auto review website Edmunds.com preceded them by two years. But Edmunds doesn’t directly sell anything: Amazon does. They should take control of their help and advice sections. Misinformation, disinformation and abuse that is rewarded by the company’s ill-considered 5 star review system is not “customer service” or “help.”