Five Stars Don't Tell The Whole Story

Tented Wedding On An Estate In Bucks County

    We have become very good at counting stars. I'm not sure we've become equally good at reading what's underneath them.  Reviews matter.  I read them. You read them. Most of us wouldn't book a hotel, try a restaurant or purchase something unfamiliar without at least glancing at what other people have experienced.  And when you're choosing someone to help with something as important—and expensive—as a wedding, of course you should read reviews.

    But here's something I've learned after all my years in the wedding and events industry:  The number of stars may be the least interesting part of the review.  Five stars tell you that someone was happy.  They don't necessarily tell you why.

    When I evaluate a professional, I'm much more interested in what the client actually says.  Did the professional communicate well?  Did they do what they promised?  Did they manage the budget responsibly?  Were they prepared?  What happened when something went wrong?  Did they solve problems?  Did they listen?  Did they advocate for the client?  Were they still attentive and responsive after the contract was signed and the deposit was paid?  And perhaps most importantly, what did this professional actually do that made the client's experience better?

    Years ago, when my own couples began leaving reviews, I noticed something.  They didn't simply write that the wedding was beautiful.  They wrote about the things that happened behind the beauty.  A catering quote I caught that contained errors.  A bustle that broke and needed to be fixed immediately.  A venue problem that had to be solved.   Personal belongings that needed to be packed at the end of the night.  Unfinished tasks that had to disappear from a bride's plate so she could go enjoy her rehearsal dinner.

    Those aren't glamorous things.  But they're the things that tell you what hiring a professional actually changed.  And that's what I would encourage couples to look for when reading reviews.  Don't simply count the stars.  Look for patterns.  If review after review talks about responsiveness, that's information.  If people repeatedly mention problem-solving, that's information.  If clients describe feeling heard, protected and cared for, that's information.  If every review says only some variation of “Everything was beautiful!”, that's nice.  But keep reading.  You aren't simply trying to determine whether other people liked this professional.  You're trying to understand how this professional works.

    Reviews are one piece of the puzzle. Experience, conversation, contracts, transparency, references, portfolio and professional fit matter too.  Because choosing someone for your wedding shouldn't be a popularity contest.  It should be an informed decision.  Many of the wedding websites "feature" vendors for a fee or run a contest for kudos. Five stars may get your attention.  What's written underneath them should help earn your trust.