Better Business Bureau’s standards lend credibility

Question: Yelp and Angie’s List have become popular places for consumers to gather information on companies. What is the role of the Better Business Bureau in this new world of online reviews?

Answer: In addition to the factual information like vocational licensing that we provide on our BBB Business Review, we also allow consumers to post their experiences through BBB Verified Reviews. Both the customer and the transaction must be verified by BBB to qualify as a BBB Verified Review. Crowdsourcing information certainly has its role in the marketplace, but the BBB’s role as a trusted nonprofit service provider provides a safe venue for consumers and businesses to work together to resolve disputes or misunderstandings. Our Verified Review process also reduces the possibility a reviewer is not an actual customer and engaged in either slanderous or fraudulent activities.

Q: There have been issues with the credibility of Yelp reviews. How does the BBB avoid that sort of problem?

A: Unlike most crowdsourcing sites that are more of sounding boards for consumers, BBB’s letter grade is based on our Standards for Trust. These standards are eight principles that summarize important elements of creating and maintaining trust in business. Our BBB Code of Business Practices is built on these standards. Consumer reviews play no role in the determination of a business’s letter grade. The standards are Build Trust, Advertise Honestly, Tell the Truth, Be Transparent, Honor Promises, Be Responsive, Safeguard Privacy and Embody Integrity. These standards have specific tangible data requirements the company must provide before they can earn their status as a BBB Accredited Business. When a consumer submits a BBB Verified Review, they must also submit proof of the marketplace transaction. We are one of the only review sites where a submitted review is vetted through our internal system to maintain the credibility of our information.  

Q: How do I file a complaint with Hawaii’s Better Business Bureau?

A: We do recommend that you speak to the business and try to resolve the dispute first. However, if you are at an impasse, the fastest way to do it is online by visiting us at bbb.org. The process is quick and easy to navigate. Consumers can also walk in or call us and request a form, as we do require all complaints to be made in writing.

Q: What action does the BBB take after I file a complaint?

A: When BBB receives a complaint, we present it to the business and request its assistance in resolving the problem. 

BBB acts as an independent third party to help the consumer and business reach a satisfactory resolution of the problem. In many cases, mediation and/or arbitration is available to assist in the resolution of the dispute.  

Most businesses are happy to work with us. Many are grateful for the opportunity to redeem a customer relationship, and BBB Accredited Businesses must respond to complaints or risk losing their Accredited Business status.

Q: Can anyone file a complaint?

A: Both consumers and businesses can file marketplace related complaints. However, BBB does not handle workplace disputes, discrimination claims, matters that are or have been litigated or claims about the quality of health or legal services. 

Q: If a customer files a complaint against my company, what is the best way to respond?

A: Handling negative feedback in a positive way takes plenty of practice. Your BBB is here to help facilitate the discussion between you and your customer. Our service specialists are knowledgeable and can provide established advice on interacting with customers in less-than-ideal circumstances. 

One of the best pieces of advice that I can give is to be timely and genuine with your response. 

Q: What should I not do when a customer files a complaint?

A: Not responding to a complaint is something that would not only drastically impact your BBB rating, but it tells your potential customers that you are not a responsive company. In pursuit of building trust in the marketplace, your BBB promotes fair and honest communication between the parties, and that requires both the consumer and the business to communicate with each other. If a business is not willing to participate in an initial discussion, trust cannot be built, and the marketplace as a whole is harmed by reduced consumer confidence. If a customer files a complaint with your BBB, take a moment to respond and get the conversation started. We’re here to help.

Q: How do I look up the complaint history on local companies?

A: You can call us at 536-6956, email us at info@hawaii.bbb.org or visit us at bbb.org, where you can search by company name, phone number or website address. Our online BBB Business Reviews have the complaint details and, more importantly, information on how those complaints were resolved. Last year your BBB provided over 850,000 business reviews to consumers looking for information on our local Hawaii companies.

Q: You also gather information on scams. What are the most common scams in Hawaii recently? 

A: These are the top five scams reported to us by Hawaii residents in 2014:

1. Sweepstakes and prizes scams

2. Phishing/smishing/vishing 

3. Work-at-home scams, including secret shopper 

4. Credit/debt-related scams, including questionable collection calls, advance fee loans, loan modification and mortgage foreclosure schemes 

5. Fake check/overpayment scams