Never in the 112-year-old history of the Better Business Bureau have consumers been exposed to more scams, frauds and internet theft. Nebraska Public Media’s Dale Johnson talked with Josh Planos of the Lincoln-Omaha BBB about giving consumers a reputable resource in the 21st Century.
Dale Johnson: Just Google it. That's a phrase that didn't exist when the Better Business Bureau was founded back in 1912. And Josh, you know better than I that millions of people do just that every day when they want to know something. So how is the BBB relevant in the 21st century?
Josh Planos: I'd say it's as relevant as it ever has been. In my opinion, it's incredibly difficult to know what opportunities are deserving of time and consideration. In 2024, we've got things like targeted marketing, we've got a scam epidemic, we've got online reviews that are created by bots that are purchased in bulk, and so there's no shortage of opportunities for customers to need to avoid, and yet it's incredibly challenging to know what communication, what materials, what story is authentic. Right now, you really can't scroll through your social media timeline without seeing the video of a celebrity telling you to purchase a product, and it turns out, a lot of those videos aren't real to begin with. So trust, I would say, has never been more important or fragile as it is currently. And our organization was really founded on that principle, on advancing marketplace trust, and that's what we've been working on since 1912.
Johnson: Josh, correct me if I'm wrong, but I see the BBB helping a couple of specific sectors: consumers, one, businesses, two. What are consumers saying about the BBB?
Planos: We maintain standards for things like truthful advertising, for investigating and exposing fraud against consumers and businesses. I'm sure they appreciate that. We certainly provide a lot of information to them, ideally before they purchase products and services. Our Website, bbb.org, is not only a directory of local businesses, say, you know a roofing company that can service your community, but it's also filled with a lot of consumer tips and best practices on truly everything from weatherproofing your home to financial literacy best practices to finding a good dog trainer.
Johnson: What's the advantage a business gets from joining the BBB.
Planos: There are a lot. Certainly enhanced credibility and trust is probably the primary one, I would say, based on kind of our survey results. We've been around in some form or fashion for a long time, and so our seal does carry a lot of weight. It's that third-party validation of a business's commitment to ethical practices and customer satisfaction. So it does support the business's overall reputation. It helps customers understand they can trust you. It makes your organization more visible through our profile services. And then, of course, you have access to a whole lot of everything from an affiliate discount program to business building resources, networking opportunities, we've got a fantastic customer response portal. So there are a lot of benefits.
Johnson: The skeptic would say anyone can put a BBB label on a business and make it look like they are a member of the BBB. Talk briefly about the BBB being a scam victim.
Planos: In 2024 we have had people impersonate our subdomain. So sending fictitious emails, fraudulent emails, on supposedly on behalf of the BBB, which, of course, is a major concern I would say. There are folks who look to capitalize on the cache that you've developed, and I guess you could also see it as a sign of respect and that, you know, they, they wouldn't want to be the BBB if the BBB wasn't in good standing, right? There's kind of a reason why, say, Amazon is the most impersonated business in the world. It's because, you know, people have heard of them.
Johnson: When a consumer has a problem with the BBB member business, what does the Better Business Bureau do to resolve that complaint?
Planos: Yeah. So we have a pretty thorough process. We intake the complaint and then we give the business a certain amount of time to respond. They don't. That will, of course, negatively affect their letter grade within the BBB system, you cannot be an accredited business if you agree to respond to all customer complaints. Takes about 30-60 days, but it does provide both parties with the opportunity to hear one another.
Johnson: Does the business run the risk of losing its grade or losing its membership?
Planos: It does, and certainly it would like to feel like, there are more than 400,000 BBB Accredited Businesses across North America that have agreed to uphold our standards. And much as we'd like to feel like every single one of them is in it for the long run, there are some that fail to uphold those standards.
Johnson: There's a lot more at bbb.org, check it out. Josh, thanks for the conversation this morning.
Planos: Thanks so much for having me.
Johnson: Josh Plano is Vice President of Communications for the Lincoln, greater Omaha, Better Business Bureau joining me on Nebraska Public Media, I'm Dale Johnson.