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Fall 2017

B USINE S S CO N N E CT ION Better Business Bureau Serving Central, Northern, & Western Arizona A quarterly magazine for BBB Accredited Businesses

Cheryl Lewis VP of Corporate Affairs at Isagenix—title sponsor of BBB’s Ethical Athlete program—with Ethical Athlete winner June Obata & BBB President Matthew Fehling. See more from Isagenix and their views on corporate responsibility inside.




Chair - David Lorenz: First Fidelity Bank


Vice Chair - Ken Bonham: Lucid Agency

Chair - David Barrett: Barrett Propane

Treasurer - Mike Bontrager: Adolfson & Peterson Construction

Vice Chair - Susan Abbott: Home Instead Senior Care

Secretary - Carrie Young: SRP


Immediate Past Chair – Gary Sneed: Desert Schools Federal Credit Union

David Franz: Ridgeline Builders, LLC Steve LaFleur: Prescott Import Car Service

President - Matthew Fehling: Better Business Bureau

Connie Manning: Prescott AAA Arizona


Neal Sneller: Touchmark at the Ranch

Kim Anderson-Matich: Anderson Security Agency, Ltd. Maria Barquin: La Campesina Radio Brian Burt: Snell & Wilmer, LLP Ron Cohen: CRC Broadcasting


John P. Curran: U.S. Postal Inspection Service


Rick Dircks: Dircks Moving & Logistics

Chair - Bill Verdini: Emeritus Dean ASU/W.P. Carey School of Business

Mike Donley: Donley Service Center

Vice Chair - Gary Sneed: Desert Schools Federal Credit Union

Ambrose Earle: Shamrock Foods

Treasurer - Brian Burt: Snell & Wilmer, LLP

Ash Hachmeister:

Immediate Past Chair - Larry Seay: Community Volunteer

Tom Higginbotham: Sun Devil Auto

Secretary - Matthew Fehling: Better Business Bureau

Andrew John: John's Refrigeration Heating & Cooling


Joe Kelly: Triad Consulting Group

Brian Mohr: Y Scouts

Asst. Chief Michael Kurtenbach: Phoenix Police Dept.

Peggy Baker: Community Volunteer

Kevin Lange: Reveal Concepts Co.

Joe Dean: Dean Enterprises

Cheryl Lewis: Isagenix

Jim Donley: Donley Service Center

Tom Licurgo: Ashley Furniture Homestores

Tom Fannin: Coldwell Banker

Mike McGuirk: ProCopy

Marty Laurel: Community Volunteer

Nathan Mendanhall: Sonora Quest Laboratories

Katie Osbourne: Community Volunteer

Brian Mohr: Y Scouts

Gary Volkenant: Community Volunteer

Curt Morgan (ARAC): Shadow Mountain Auto Service

Independent Legal Counsel

Garry Ong: Mu Shu Asian Grill Restaurants

Andrea Lovell, Ryley Carlock & Applewhite

Elaine E. Ralls: Commit Agency Lee Scanzano: Cox Communications Chris Sharfner: C&J Professional Cleaning Services Gerald L. Smithson: JLS Consulting Jim Sollenberger: Cue Financial Group, Inc. Greg Torbenson: Postal Inspector Team Leader Bill Verdini: Emeritus Dean ASU/W.P. Carey School of Business Celia Waddington: Ignite Creative Services Tyler Yates: Yates Buick GMC



In This Issue... Making the Connection: Three Ways Employers Can Give Back Corporate social responsibility is top of mind for many businesses. Employers want to give back, and employees enjoy working for companies that contribute to their communities. So how does a business get started? Read more on page 8.

Isagenix staff at the Three Square event in Southern Nevada.


A Message from BBB’s President/CEO


Tempe Auto Repair Company Wins 2017 International Torch Award for Ethics


Making the Connection — Three Ways Employers Can Give Back


Help Make a Child’s Wish Come True — Make-A-Wish Seeking Materials/Labor



Connecting with Businesses and Consumers in Arizona


Meet the News Faces at BBB


Become a Talent Magnet


5 Common Questions About the Affordable Care Act

BBB Speakers Bureau Speaker Spotlight


THANK YOU — More Than $20,000 Raised for Ethical Youth


BBB Experts Answer Your Questions


Thank You BBB Media Sponsors


Increase Your Visibility — Update Your Business Service Area


A New Standard For Measuring Consumer Trust

16 Calling for 2018 Torch Awards for Ethics Nominations


Need Help? Contact BBB’s Accredited Business Support Team


Upcoming Events


Hello & Welcome


hen BBB Accreditation is earned, it tells a story about your belief in creating and maintaining trust in business. Reputations are built on standards like: Build Trust, A Honestly, Tell the Truth, Be Transparent, Honor Promises, Be Responsive, Safeguard and Embody Integrity. Thank you for living these BBB Standards For Trust.

It is an exciting time for BBB and our Accredited Businesses around Greater Arizona. Our camp in Maricopa, Mohave, Yavapai and Yuma counties are a tangible gift to support our community o businesses. From educational to networking opportunities, each campus features events, meeting accommodate your business needs. This publication is also a gift to create inspiration, conversati

We’re proud to be the number one trade association in the Phoenix Business Journal’s Book of L Company to Work for in Arizona since 2013 and on the 100 Best Arizona Companies List for 20 Thank you again for your support!

Matthew Fe President/C


Advertise d Privacy

Matthew Fehling, BBB President & CEO

puses of trustworthy g and training space to ion and engagement.

Lists since 2008, a Top 017.

ehling Chief Executive Officer

Pictured left: BBB’s Business & Community Center offers Accredited Businesses, partners and the general business community free* meeting and conference space for meetings, trainings, and events. *some restrictions may apply





reasons, even when no one is looking” – has proven that they are a different kind of business in the automotive repair industry.

resented to businesses in recognition of best practices in leadership character and organizational ethics, the 2017 BBB International Torch Award for Ethics was awarded to only four businesses in the United States, one of which was Tempe-based, BBB Accredited Business Tri-City Transmission and Auto Repair.

“International Torch Awards for Ethics winners deserve widespread public recognition for the many steps they take each day to ensure top-notch ethical treatment of their customers, employees, "It's a huge honor to win the BBB vendors and suppliers, stakeholders, International Torch Award for Ethics and the communities in which they do and we don't take it lightly. We couldn't business,” said Genie Barton, President have done it without the dedication of of the BBB Institute for Marketplace our employees, the support of our loyal Trust, which issued the award. customers, and the leadership of our From its leadership commitment to the local BBB." said Dave Riccio, Owner of industry, to customer interactions, to its Tri-City Transmission. innovative approach to hiring the right Also winner of the 2016 Arizona people, everything is done with a purpose BBB Torch Award for Ethics, Tri-City and is a reflection of the company’s Transmission prides itself on providing values and commitment to upholding honest, reliable and trustworthy service to the highest moral standards. each of its customers. The family-owned “Our BBB is extremely proud of the auto repair shop specializes in service, Tri-City team for being recognized on repair and replacement of automotive an international level for doing things transmissions. The company’s pledge right,” said Matthew Fehling, BBB –“we do the right things, for the right President/CEO. Nominate a deserving company for the 2018 Torch Awards for Ethics at View all 2017 BBB International Torch Awards for Ethics winners here. 6


Dave Riccio, Owner of Tri-City Transmission, 2016 Torch Awards for Ethics winner and 2017 International Torch Awards for Ethics Category I winner, with his wife Cira Riccio.





By Angela Gabriel, Corporate Communication Specialist for Isagenix International


ith the holidays approaching, corporate social responsibility is top of mind for many small businesses. Employers want to give back, and employees enjoy working for companies that contribute to their communities. So how does a small business get started?

Association article: participate in a day of service, choose a cause to support all year long, and give your employees time to volunteer. Here’s what Isagenix has done in each area:

Participate in a day of service: Isagenix sponsors an annual Global Give Back Day so employees and customers can give back to their communities and environment. The 2017 day’s volunteer work spanned nine countries and included cleaning up beaches, building roofs, and planting trees.

One way is to look to larger organizations such as Isagenix International for inspiration. The health and wellness company, based in Gilbert, is No. 9 on the Phoenix Business Journal’s list of the Valley’s 25 Largest Corporate Philanthropists.

Choose a cause to support all year “Contribution is a core value for our long: Isagenix is one of the largest global supporters of Make-A-Wish®. Since 2012, the company and its customers and employees have donated over $7.3 million and helped grant 800 wishes to children with serious illnesses. Isagenix also supports local youth through Better Business Bureau’s Ethical Athlete Scholarship.

company, so giving back is in our DNA,” said Cheryl Lewis, vice president of corporate affairs. “Now is an especially important time to make an impact, as many people struggle financially and emotionally during the holiday season. It’s also a great time of year to involve employees to create goodwill for the company.”

Give your employees time to volunteer:

Small businesses can consider three “give Departments within Isagenix build rapport back” suggestions featured in a SCORE and team spirit by volunteering as part of





Isagenix corporate employees and customers participate in the annual Make-a-Wish Arizona Walk for Wishes®. Isagenix has raised over $7.3 million and granted over 800 wishes since 2012, making Isagenix one of the largest corporate donors to the organization.

Nearly 100 Isagenix corporate employees and customers participate in give back event at Three Square in Southern Nevada. During the daylong event, Isagenix volunteers sorted groceries for hungry families, prepared hygiene kits, and provided a $5,000 donation to Three Square.

their team-building efforts, including a recent Habitat for Humanity build. Employees also give back individually to organizations they select.

spoke at a fundraising luncheon for Feeding Matters, an organization that advances the understanding of pediatric feeding disorders, summed up the benefits.

Businesses that help others have a good opportunity to emotionally connect with their communities — and customers. Lisa Ceballos, an Isagenix marketing program specialist who

“It’s the human connection that makes corporations valuable in their communities and helps consumers connect with them and remain loyal,” Ceballos said. ~ Sponsored Article ~ 9


Nine-year-old William, Make-A-Wish donation recipient, at the Tanque Verde Guest Ranch.



HELP MAKE A CHILD’S WISH COME TRUE Make-a-Wish seeks material, labor and service donations for special wishes this holiday season By Hollie Costello, VP of Marketing and Public Relations for Make-a-Wish Arizona


or William, age nine, his wish to be a cowboy meant more than a chance to wear his beloved cowboy hat – it was a chance to show his family he was ready for his next adventure: life in remission from cancer.

siblings enjoyed swimming and arts and crafts.

“To watch William return to his normal, happy self after months and months of seeing him as ‘my child with cancer’ “When William was sick, our whole family was something I will never forget,” said was sick and we are not a little family – Katherine. William has 11 siblings who watched and Even though all wishes come from a child’s prayed while he underwent five months of heart, not all involve trips. Some wishes chemotherapy treatments, most of his time require equipment, material, and a labor of was spent in the hospital, away from us,” love. Building a dream playset or a special said Katherine, William’s mother. room are wishes BBB Accredited Business Make-A-Wish Arizona sent William and his can help make come true. family to Tanque Verde Guest Ranch, which Get on a special list to help with special donated the entire week’s festivities as an inprojects! Share how your company can help kind donation to help grant William’s wish. grant wishes like William’s by emailing As the wish kid, William spent time with Faustine Chan at his own personal “Wrangler,” who taught You can also visit him to groom, feed, and ride a horse, along donate or call 602-395-WISH (9474) to with some necessary roping skills. His older make a donation all year long. siblings took riding lessons and his younger



Marcy Maslov, Trainer/CEO & Founder of e-Factor!®

Keith Yaskin, President of The Flip Side Communications, LLC

To learn more about these speakers or to check out other speakers, visit



SPEAKERS SPOTLIGHT The Arizona BBB Speakers Bureau is a free directory service that helps connect trusted speakers with meetings and events.


fter watching companies and clients struggle with ethical dilemmas, Marcy J. Maslov invented a business ethics board game to provide a practice arena for solving real-life ethical dilemmas. Marcy is founder and CEO of Empowerment Unlimited Coaching, LLC, a business coaching practice devoted to building strong, ethical leaders and entrepreneurs. She has extensive Fortune 500 and entrepreneurial background that includes implementation of SarbanesOxley programs, creation of corporate ethics courses and forensic accounting. Marcy has lived or worked in over 20 countries, including France, Mexico and Canada, and speaks Spanish fluently. She is a Certified Professional Coactive Coach and Certified Public Accountant CPA (Illinois) and has earned her MBA from Duke University.


eith Yaskin is the president of The Flip Side Communications LLC, which provides video production, employee communications, public relations and media training. He often speaks to organizations about these topics. He was a TV reporter for 17 years, primarily as an investigative journalist. He won three Emmys and three first place Associated Press Awards. The AP once named him Arizona's TV Reporter of the Year. Yaskin graduated from Northwestern University's Medill School of Journalism, where he received the Gary Cummings Memorial Award as the top broadcast student. The Flip Side Communications focuses on the art of storytelling because it believes that's what makes companies human. Every business has a story to tell!

Yaskin is available to speak on video Maslov is available to speak on ethics, budget production, public relations, media training, techniques, business basics and finances. and crisis management.




Ana Amador, Conciliation & Engagement Specialist

Marquis Espinoza, Accredited Business Support Specialist



How do I make a payment or update my payment method ?


To update your payment method, log into your

How do I view and respond to my company’s BBB Customer Reviews?


​ our company can access Y its BBB Customer Reviews two ways: through the email notification sent to your inbox or by logging into your BBB Business Account. Replying to reviews is easy and can be done by either one of these methods. A response is suggested so a customer knows that your business acknowledged them, but it is not required.

BBB Business Account

and click on the “Update Payment Information” link located on the left side of the page. The link will direct you to a form to update current payment information. To make a payment, click on the “Renew Your Accreditation” icon on the homepage.

Need Help? Chat with us online at or toll free 1-844-220-8730.



TO DO : Update Your Business Service Area We are increasing the visibility of our Accredited Businesses found through organic internet searches and we need your help. Please log into your Accredited Business Website to update your business service area information. This will enhance the relevance of search results your company appears in when potential customers look for trustworthy businesses at Businesses that do not update their service areas will be automatically assigned based on the location of their business. Accredited Business Website: Don’t know your login information? Chat with us online or call us at 1-844-220-8730. While you’re logged into your Accredited Business Website, be sure to explore other benefits which include downloading the BBB Seal and customer review tools.

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Calling for 2018 Torch Awards for Ethics Nominations


our company could be named a 2018 BBB Torch Awards for Ethics winner! BBB's Torch Awards for Ethics recognize outstanding businesses in Arizona with an ethical culture. Fifteen finalists are selected from all nominees by third-party judges. Why not nominate your business for this coveted award? Businesses can self-nominate at Nomination deadline is December 15, 2017. Nominate your business today.

Thank You

BBB Ethical Athlete Scholarship Title Sponsor 16

upcoming events january 2018 11 | QuickBooks-Getting Started from 11:30 a.m. to 1 p.m. Presented by Michael Warren from Integrated Accounting Services, LLC

25 | Likes, Live Video & Location: What Businesses Need to Know About Getting Started on Facebook from 11:30 a.m. to 1 p.m. Presented by Anna Ebert from FunnelCake

february 2018 8 | QuickBooks-Beginning Concepts from 11:30 a.m. to 1 p.m. Presented by Michael Warren from Integrated Accounting Services, LLC

may 2018 8 | QuickBooks-Beginning Concepts from 11:30 a.m. to 1 p.m. Presented by Michael Warren from Integrated Accounting Services, LLC

15 | BBB Torch Awards for Ethics — Registration at 6 p.m. & Program starts at 7 p.m.

Register at

Mark your calendars for these upcoming educational & signature events. Unless otherwise indicated, all events take place in the Phoenix area. Seminars are free for BBB Accredited Businesses.


CONNECTING WITH BUSINESSES AND CONSUMERS IN ARIZONA Creating a Community of Trustworthy Businesses


hrough four campuses in Phoenix, Prescott, Lake Havasu City and Yuma, BBB offers numerous resources. Most importantly, BBB connects with our community by attending events, making presentations, conducting media interviews, and supporting local business organizations and nonprofits. Next time you are out and about in the community, look for BBB’s familiar faces.

BBB & Isagenix with Hunter Weber, winner of BBB's Ethical Athlete Scholarship

Felicia Thompson, Vice President of Communications

Myriam Cruz, Director of Community Relations

Joint Cham

Debi Pennington, Regional Director Mohave County Campus

BBB Accredited Business Seminar in Mohave County

Marilyn Huffman, Regional Director Yavapai County Campus


Janet Torricellas, Regional Director Yuma County Campus

BBB on Sandy & Friends on AZTV-7 in Yavapai County



Flagstaff Chamber of Commerce Business Alliance Luncheon

First BBB Hispanic Outreach Conference in Raleigh, NC.

BBB rep with Accredited Business Inspector's Auto Appearance Center BBB at the Southwest Contractors Association Open House in Yuma County

t Seminar with the Yuma mber of Commerce

at Co+Hoots Sync Battle

BBB interview with Telemundo

BBB on Chamber Chatter Radio on 560 KBLU AM

Bailey — Winner of DOGtoberfest Social Media Contest

BBB at the Univision General Manager Welcome BBB at the Speak Out interview in Mohave County



Meet the Face Leading Entrepreneur Programs at BBB


s BBB’s Director of Entrepreneur Programs, Kimberly Roland is expanding the brand’s 100+ year reputation through the creation of new entrepreneurial programming and space where both Accredited Businesses and startups can cowork and collaborate. Prior to joining BBB this summer, Roland served as the Manager of Partner Relations in Entrepreneurship + Innovation at ASU where she managed programs and external partnerships in the greater business and startup community. "I am excited to use my experience and background in innovation and program development to help BBB serve Arizona's startup community," said Roland. "There are so many valuable resources offered by local organizations that collaboration will be key to our success. My hope is that the new program's collaborative effort will truly impact and help entrepreneurs."

Kimberly Roland, BBB Director of Entrepreneurial Programs

Roland is currently conducting a research study with BBB Accredited Businesses to gain insights that will impact the future entrepreneurial space and programming.

Meet the New Face of BBB in Mohave County


ebi Pennington is BBB’s new Regional Director in Mohave County, succeeding Elaine Cullen who recently retired. Pennington will continue to serve Mohave and La Paz Counties, building on three years of community involvement since the opening of the campus in 2014. Prior to joining BBB, Pennington worked as Educational Director for Interagency Council of Social Services, where she led educational programs, outreach, and evaluated the impact of community programs.

Debi Pennington, BBB Mohave County Regional Director

“I am amazed at the impact BBB has had on my life since beginning my journey here, but also the impact BBB allows me to have on business and consumers relationships,” Pennington said.

Pennington has already joined efforts with the Lake Havasu Area Chamber and Councilman Cal Sheehy to share information with BBB Accredited Businesses on how to work with government for a stronger local economy. 20


Space + Speakers

For Meetings | Presentations | Training

Let our breathtaking campus nestled in Central Phoenix be home to your next client, staff or board meeting. BBB’s Business and Community Center is also an ideal location for strategic planning sessions, workshops and training. Featuring seven rooms equipped with essential amenities and seating capacities supporting up to 75, you will find the perfect space at BBB.

Find Space + Speakers at






By Denise Gredler, Founder and CEO of BestCompaniesAZ


as bad as having a poor reputation. One way to strengthen an employer brand and add credibility and visibility is to be recognized as a best place to work.

y the time the U.S. emerged from the Great Recession, shifting demographics had forever altered the hiring landscape and employer branding emerged as a vital foundation for recruiting. Today’s talent acquisition is just as closely related to marketing and public relations as it is to human resources. With good reason, employer branding is the hottest topic in talent acquisition.

When an organization builds a strong employer brand, the company becomes a talent magnet. Best workplace awards automatically create those magnets, and as unemployment continues to drop, standing out among the crowd is more important than ever. Even people who thought they were happy in their jobs can be enticed by recruiters’ attractive pitches. Having a strong employer brand opens the doors to those conversations.

An employer brand is what people think of a company, its reputation as an employer – how they treat their employees and what it’s like to work there. Therefore, every company has an employer brand, whether it is carefully nurtured or developed on its own, whether it’s well-known or not.

Need to strengthen your employer brand?

When adding staff or just trying to keep talent, an employer brand can set the company apart – or not. What makes the company unique and culture desirable? Having an unknown or lackluster image as an employer is almost

Start by applying for the 2018 azcentral Top Companies to Work for In Arizona program and BBB’s Torch Awards for Ethics. Gaining

a workplace award will automatically raise your company’s reputation and visibility!



Tangible benefits of a strong employer brand: • 94%

of applicants more likely to apply for a job if the company has a strong employer brand (NextWave Hire Blog)

• 69% of candidates would not take a job with a company that had a bad reputation, even if unemployed (GlassDoor)

• 65% lower turnover = increased employee retention ( • 54% increase in the quality of the talent pool • 43% reduction in overall recruitment costs (





By Charles Bassett, VP of Government Relations and Public Policy at Blue Cross Blue Shield of Arizona

1. What has been the biggest effect

dependent coverage provision, the ability to cover a dependent up to age 26 on a parent’s plan, also contributed to reducing the number of uninsured Arizonans.

of the Affordable Care Act (ACA) in Arizona? The ACA has had a significant impact on the uninsured in Arizona, reducing the state’s uninsured rate from 19% in 2013 to 12% in 2016, according to the Kaiser Family Foundation. The expansion of Medicaid (AHCCCS in Arizona) is most responsible for the reduction in the number of uninsured Arizonans. The ACA’s guaranteed issue requirement, which ensures people with pre-existing conditions can obtain coverage, and the

Premium subsidies and costsharing reduction subsidies have helped many Arizonans buy coverage. People earning between $34,000 and $98,000 a year (for a family of four) can receive help paying premiums and, for some, deductibles and co-pays. It has been more challenging for people who earn more than $98,000 a year (for a family of four).



subsidies, and how much to repeal and replace.

Arizona’s premiums for individuals have gone from some of the lowest in the nation to some of the highest and now there are only few plan options to choose from. Many of these individuals have been priced out of the insurance marketplace.

4. Weren’t the Republicans going to “repeal and replace” the ACA? Yes, but it’s easier said than done. First, Republican do not have the votes to repeal the entire law and they have to go through the reconciliation process that enables them to make some major changes to the law with a simple majority of votes in each chamber, and even this has proven challenging because members are at odds over how to do it. At this point, there is no certainty on whether Republicans will be able to meaningfully change the ACA.


What has caused prices to increase and choices to decrease? Many factors contributed to prices increasing and options decreasing, such as medical costs rising, drug costs skyrocketing, doctor and hospital consolidations reducing competition, and people not taking care of themselves. Other contributors include the cost of complying with the ACA, uncertainty caused by rapid and uncoordinated policy changes, greater consumption of healthcare services by new ACA enrollees, and more generous mandated benefits, to name a few.


What is President Trump’s October 12, 2017 executive order all about? The President issued an executive order calling on federal agencies to explore several health care options. The agencies will consider making it easier for employers to participate in association health plans, expanding the availability of short-term medical insurance and simplifying the process for employers to use health reimbursement arrangements. The order itself contains very little detail.

3. Why doesn’t Congress fix ACA? Because members of Congress, like the public at large, cannot agree how to fix it. There are important debates about how much control should remain at the state or federal level, what safety nets should be in place, such as minimum coverage and




AZ on the Rocks — Integrity Online Auction Donor

27th Annual BBB Integrity Golf Tournament

27th Annual BBB Integrity Golf Tournament

Fairytale Brownies — Integrity Online Auction Donor

The Root Salon — Integrity Online Auction Donor

27th Annual BBB Integrity Golf Tournament

Hotel Valley Ho — Integrity Online Auction Donor

27th Annual BBB Integrity Golf Tournament

Close to 100 supporters golfed for a great cause at BBB’s 27th Annual Integrity Golf Classic at the Legacy Golf Resort October 11, raising funds for scholarships benefitting ethical youth. Several companies supported the tournament, such as Swiss America Trading Corporation, Yates Buick GMC, Pitzer’s One-Hour Air Conditioning and Heating, and Isagenix. Other companies in our community helped our cause by donating items for BBB’s first Integrity Online Auction, which culminated at the tournament. Brownies, hair make overs, and hotel stays were among the most popular auction items, which raised over $10,000 for scholarships. Thank you to everyone who made this year’s golf tournament and online auction a success! Want to help? Mark your calendars for next year. 26

Thank You BBB Media Sponsors DIAMOND ADAMS


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A NEW STANDARD FOR MEASURING CONSUMER TRUST New Research Shows Consumer Expectations Are Up, Customer Service is Down, Millennials Rule, and Price Still Matters


expectations seem to be increasing faster than customer service is improving,” noted Dr. Rubens Pessanha, PMP, SPHR, GPHR, senior director of research, insights and strategy with the Council of Better Business Bureaus (CBBB) and principle author of the research report. “We found that 41 percent of those surveyed said they had a negative customer service experience in the previous 12 months. Even more concerning, three out of four said the number of negative experiences is about the same (or greater) than it was three years ago.”

etter Business Bureau (BBB) released new research that shows approximately three out of five American consumers start with trust when engaging with a business for the first time, and that those expectations are increasing even though experiences often disappoint.

The “BBB Trust Sentiment Index,” based on research conducted for BBB by Nielsen, introduces a new standard for measuring consumer trust in a marketplace where trust is becoming a key strategic priority for businesses in building long-term This is important since service relationships with consumers. quality is a key aspect of how The BBB Trust Sentiment IndexSM consumers build or lose trust in uses a trust scale from 0 (start businesses. skeptical) to 100 (start with trust) to assess the consumer experience “Hidden Voices” and Trust in today’s marketplace, finding that overall, consumers tend to start with Another aspect of trust sentiment that should concern businesses is trust. the “hidden voices” of those whose “One of the most startling findings problems are unresolved. About in the research is that customer one out of three consumers never 28


complain to a business or to a thirdparty, as they perceive it’s not worth their time. “This is where trust really erodes and businesses lose an opportunity to better themselves,” said Pessanha. “A lot of factors go into how businesses earn and lose trust, but one area where they can really lose people is hard-to-use customer service and poor handling of complaints. Consumers want to be heard and, even when there is a problem, six out of 10 will do business again with companies that assume responsibility and resolve disputes. The way a business handles a complaint shows that they care about their customers, and are, therefore, more trustworthy and honest in the eyes of those consumers.” BBB concludes that businesses need to make it easier for consumers to engage and pay more attention to these “hidden voices” to improve customer relations. Research found that when customers contact a business directly to resolve a complaint, most found it difficult, and almost half of those businesses did not resolve the issue to the customer’s satisfaction.

survey showed Millennial consumers are about four times more likely to post a review when they have a good experience with company vs. when they have a bad experience. Although almost all consumers read reviews and ratings, Millennials are more likely to post reviews or comment on social media than other age groups, and they

Millennials and Trust One of the more interesting findings is the power of Millennials to influence reputation and trust in the marketplace via online reviews. The



Other Key Findings: Business interactions are human interactions. Half of all Millennials would prefer to talk to a person instead of using an automated telephone system, even if it means waiting in line for the next available representative. The top causes of customer frustration: bad customer service, product or service different than advertised, product or service not delivered, billing issues, could not return the item or get a refund. are also more likely to post positive reviews, The top factors for earning trust are: honesty/ integrity/ethics, good reputation, competitive which impact a company’s reputation. prices, good customer service, reviews and ratings, recommendations from family and Pricing and Trust friends, and quality. Pricing does matter, although it did not rank as high as honesty, integrity, or ethics. Higher- Overall, consumers rely on ratings, reviews, than-expected prices were cited as one way and the opinions of fellow consumers to a consumers lose trust in a business. About a great extent, and businesses in every industry third of consumers said they would consider need to take their online reputation seriously. purchasing from a company with poor ratings or reviews if the price was right.




Call BBB’s Accredited Business Support Team toll-free at (844) 220-8730 or Live Chat at



Thank You for Upholding BBB’s Standards for Trust Build Trust | Establish and maintain a positive track record in the marketplace. Advertise Honestly | Adhere to established standards of advertising and selling. Tell the Truth | Honestly represent products and services, including clear and adequate disclosures of all material terms. Be Transparent | Openly identify the nature, location, and ownership of the business, and clearly disclose all policies, guarantees and procedures that bear on a customer’s decision to buy. Honor Promises | Abide by all written agreements and verbal representations. Be Responsive | Address marketplace disputes quickly, professionally, and in good faith. Safeguard Privacy | Protect any data collected against mishandling and fraud, collect personal information only as needed, and respect the preferences of consumers regarding the use of their information. Embody Integrity | Approach all business dealings, marketplace transactions and commitments with integrity.


Businessconnection fall2017