Win or lose, reputations are at stake

July 01, 2017

Win or lose, reputations are at stake

By: Stefanie Lasuik for BBB - Published in CANSTAR June 26, 2017

From shaking heads to shaking fists, the Better Business Bureau has seen it all.

Some consumers curse the BBB when a complaint resolution doesn’t go their way. Some get angry when their business’s online rating goes down a grade. Others wonder why they’ve signed up to be an accredited business.

As a third-party mediator, the BBB’s complaint resolution team is used to bearing the brunt of people’s flak. Every complaint has two sides and while the BBB hears out both sides, seeks the truth, and works with both parties for an ethical solution, one party sometimes leaves unhappy.

The BBB doesn’t exist to make everyone happy but to resolve disputes in a fair manner. It believes in integrity in the marketplace, and works toward that goal in its conflict resolution program.

If the BBB was wary of making people unhappy, it wouldn’t uphold the ethical standards it does.

Instead of leaning to people or businesses, Winnipeg’s BBB follows the international BBB policies to find fair solutions.

Sometimes, solutions result in a company’s online ratings going down. When and how much a rating is affected is regulated by BBB policies.

For example, inaccurate advertising, numerous complaints, and inadequate licensing can all lower a business’s score. Factors such as time in business, total revenue, and business size play into the algorithm that computes current ratings. 

The BBB doesn’t take pleasure in lowering ratings. It doesn’t hold vendettas. Rather, the BBB wants to work with businesses with low ratings.

The BBB can help these business owners identify issues and work to resolve them.

"We want to make sure owners feel supported. Running a business can be difficult, and if we can provide resources to help companies operate more ethically, we are happy to," said Len Andrusiak, president and chief executive of the BBB serving Manitoba and northwest Ontario.

Sometimes company owners wonder whether being accredited is worth it. Signing up to comply with more rules and regulations seems tedious and unnecessary. But the BBB’s rules are simple—they’re good business practices.

"Good business practices benefit the consumer and the business owner. The most successful companies are the ones that make ethical decisions and treat its customers well. Consumers want to give their business to people they like and trust," Andrusiak said.

Any business owner can make an appointment with Andrusiak about building their reputation in the community.

For more information on Better Business Bureau, visit 

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