In this
case, you can tell that some of the negative ratings were
from the same person??”feedback from the same person
only counts as one feedback comment. Figure 9-5 shows
what can happen if even one person feels he or she has
been unfairly treated. For a seller with a high feedback
rating, a few negative comments resulting from multiple
sales to one individual are not a terrible thing. For a
relatively small seller, however, it can be disastrous. In
this case, since the issue was shipping charges, you can
look through the feedback comments and determine if
this is a consistent problem or one that just occurred with
this particular buyer. You might see neutral comments
that echo the same sentiment but with less passion. Or,
perhaps you will just see glowing comments, as seen in
Figure 9-6. In this case, you can see that the sellers have
given some favorable feedback to a buyer.
Things to consider when evaluating feedback ratings
include:
??? Become familiar with the stars, colors, and
meanings (see Chapter 2).
??? The rating is calculated on unique persons: +1
point for each positive comment, 0 points for
neutral comments, and ??’1 point for each negative
comment.
??? Feedback comments can indicate a trend, either
positive or negative.
Figure 9-5: One bad experience can have big repercussions in negative feedback ratings.
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