I think most people are getting savvy to the customer reviews these days on the sites of retailers but if you’re still naive to it, here’s an example.

My Facebook timeline recently sported an advert for a pay-monthly toothbrush service – the Uber Sonic Club (no relation to the taxi service). However, reviews aren’t good.

Uber Sonic isn’t the answer to your dental woes.

Basically you get a cheap (and from the reviews ‘cheap’ appears to be accurate in all respects) sonic toothbrush for £19 and then new brush heads monthly (bear in mind that monthly replacements are way to regular). And all for just £54 a year.

If you then look at the Uber Sonic Facebook page, a response to the first post stands out.

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I highly recommend this toothbrush, it is amazing and great value. 5* . And amazing customer service

Well as a dental nurse, I always recommend sonic toothbrushes to our patients, and say that they are better than normal toothbrushes, so when they see us again, I always ask if they tried them, and a majority have done and say their teeth feel amazing

“As a dental nurse”. Except the person in question isn’t if you check his Facebook profile. He’s an Administration Manager for an Aromatherapy company. Well, okay, he’s not now as Facebook also shows it’s closed down – about 10 days before he posted the above. His Facebook news feed appears to be set on ‘public’ so everyone can see what he’s posted. Apart from selling his aromatherapy equipment, there’s nothing about getting a job. Okay, he could have quickly switched jobs as a dental nurse, and not mentioned it or updated his profile, but would you take advice from someone in the job for a week?

The thing is, every other response in the last few months on that product page has been a customer complaint. It’s not looking good and then, out the blue, “amazing customer service”. Sounds fishy to me.