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No matter where you are located in the US, there is a Better Business Bureau (BBB) nearby, and it is watching local businesses to evaluate their integrity. The BBB is a non-profit, privately run organization that offers accreditation to businesses that meet certain standards of quality. It’s like the old Good Housekeeping seal of approval, and it can be very beneficial to franchises and other small businesses.
The BBB evaluates businesses on their character. Franchises who build trust through honesty in advertising, for example, are valued. Honoring promises in the form of performing under contracts and agreements is important. Being responsive to complaints and resolving them in an equitable fashion is particularly important as is protecting client privacy through standard data security practices. When a company builds trust, they are rated by the BBB based on their integrity.
The BBB tracks over 5 million businesses and assigns a rating from A+ to F, just like school grades. Ratings are based on multiple factors that influence customer satisfaction. Any organization with a B or above can receive a BBB accreditation—for a fee, of course. But it is worth considering the many benefits that accreditation brings to a franchise.
- Assistance in Resolving Disputes. Because customer satisfaction is primary to the BBB’s measurements, businesses must be diligent in resolving complaints. As an accredited franchise, the BBB offers assistance and mediation for complaints and conflicts. Utilizing this benefit helps ensure that resolution comes in a timely manner so that a high BBB rating is maintained.
- Improved Focus on Quality. Once rated and accredited, a franchise is more likely to focus on maintaining a favorable rating. The attention to transparency, customer satisfaction, and honesty keeps franchises on their toes. No one wants to lose status, and a BBB rating can be used to continually infuse the company with respect for good character and high-quality service.
- Marketing Advantage. Once accredited by the BBB, a franchise can use the BBB rating in advertising materials and signage. The seal of accreditation ensures prospective customers of your reliability and dedication to client satisfaction. This will attract customers who value high-quality service most.
- Establish a Good Reputation. Once your superior service is accredited, the BBB accreditation helps establish a good reputation based on a third-party’s rating. While social media reviews have some influence, a review from a business-oriented evaluation carries more weight. And if you are accredited, you can ask customers to leave reviews directly on the BBB site where it can contribute to a positive reputation.
Having a BBB accreditation increases trust with consumers as a mark of trustworthiness and integrity. Your reputation shines when the accreditation seal is visible and valued. Customers and potential customers can immediately see that your franchise is committed to maintaining high-quality, ethical standards.
Anne Daniells is a co-owner of Enterprising Solutions, a professional services firm specializing in corporate communication and financial improvement for businesses where she shares decades of corporate and entrepreneurial experience—including franchise ownership—in her writings on business culture. She has authored hundreds of articles for publications including AllBusiness.com, TweakYourBiz.com, and MSN.com. Reach out via her website for more on where corporate culture, communication, and human architecture collide.