Celebrating the 2024 Torch Awards for Ethics winners
IT’S THE SEASON FOR CELEBRATION.
Here at your Better Business Bureau, it seems like we’ve been celebrating for a while now.
In October, we held our annual Torch Awards for Ethics ceremonies in St. Louis and Springfield. We also honored winners in our regional offices in Cape Girardeau, Columbia and Quincy. Congratulations to the award recipients. You’ll read all about them in this edition.
We’re also celebrating some awards of our own. BBB received two Outstanding BBB Awards this year for excellence in marketing and business outreach.
Finally, we have some exciting news to share – your BBB has gone international. We’ve added Ottawa, Ontario to the area we already serve. Our office in Ottawa will be our fifth regional office.
The International Association of Better Business Bureaus selected BBB St. Louis to operate Ottawa earlier this year. This fall, we were finally given the green light to move forward with our plans for that area.
We are excited about the opportunity to help Canadian businesses and consumers, the same way we do here in Missouri and Illinois.
Turning the page into a new year is always an exciting time. As you prepare for 2025, we want you to keep your BBB Accreditation in mind. We want you to get the most out of your Accreditation.
Your BBB Accreditation helps set you apart from your competition. It’s not a stretch to say that consumers have never been wearier of fraudulent practices and scammers. Having the BBB Seal behind you is a boost for your business.
Research shows that consumers are more likely to trust a business that is BBB Accredited. A 2023 IABBB survey found that over 80 percent of consumers would choose an Accredited Business over a non-Accredited business with the same A+ letter rating.
That trust can help Accredited Businesses foster more loyalty from customers and a willingness by them to refer your business to others in their network.
Ask yourself if you’re making it easy for your customers to know about your BBB Accreditation. You can utilize the BBB Seal on many different marketing tools. Businesses that display the BBB logo on their websites and other marketing materials often report a higher conversion rate and more customer engagement.
In a crowded marketplace, standing out is essential. Your BBB Accreditation provides a competitive advantage by signaling to customers that your business is committed to ethical practices and customer satisfaction. This differentiation can be particularly valuable if you work in an industry with low barriers to entry, where trust can be a decisive factor in customer choice.
Being Accredited with BBB gives consumers peace of mind. They know that as an Accredited Business, you will address their complaints in a timely and professional manner. BBB data has shown that the chances of the customer being ignored during the dispute resolution process are much less when they deal with an Accredited Business.
As an Accredited Business, you have access to various BBB resources that can help you run and grow your business. You’ll learn more about those resources in this issue of Torchlight!
GREG KENDALL ELECTED 2025 BBB BOARD CHAIR
Greg Kendall, Senior Vice President – Business Banking Division Manager at Commerce Bank, was elected chair of BBB St. Louis’ Board of Directors, effective Jan. 1, 2025. Kendall succeeds Todd Smith, Territory Manager - St. Louis at Waterway Carwash. Smith remains on the Board as immediate past chair.
Other officers elected were:
• Vice Chair: Adriane Yates, Spire
• Treasurer: Tom Linhares, Dodge Moving & Storage Co.
• Secretary: Ben Stegmann, Second Mile Service Company
• Director at Large: Katie Statler, Caleres
• President & CEO: Michelle L. Corey, BBB
Accredited Businesses surveyed by BBB identified their top three business challenges as managing increasing costs, growing the business and retraining employees. Our website at BBB.org is filled with various learning sources for businesses that can help them with these problem areas.
Accredited Businesses have exclusive access to several tools that help grow your business, including our Get a Quote tool. This program allows consumers to ask for bids directly from your BBB Business Profile
Accredited Businesses also have access to our BBB Learning platform, which features hundreds of on-demand courses on a variety of topics.
We also have a number of business articles and tips available online. We email those to you every week (you can sign up for newsletters on page 5).
Business owners sometimes ask us what is in it for them when we approach them about becoming Accredited. BBB Accreditation is more than just a logo – it’s a powerful signal that a business is dedicated to upholding high standards of ethics, transparency, and customer service.
It also means that BBB is here to support you with tools, learning opportunities and more ways to grow your business.
In an age when consumers have more choices than ever, building and maintaining trust is essential. The BBB Seal offers your company a way to differentiate itself and build a solid reputation in your industry.
Accreditation is an investment in trust, reputation and customer loyalty, helping you attract and retain customers who value reliability and transparency. It can help you stay a step ahead of your competition.
All the work we do, and everything we have to celebrate this year, is made possible by your support. And for that, we thank you.
From our BBB family to yours, here’s to a great holiday season and a prosperous 2025.
Michelle L. Corey President & CEO, CAE
BOARD OF DIRECTORS
Carolyn Beard Callier & Thompson
Kitchen Bath Appliance
Blake Birner Renewal by Andersen
Don Brown Don Brown Chevrolet
Angela Courtwright More for Less Remodeling
Terri DeMent Nestlé Purina
Jill Falk Schnuck Markets
Joe Fisher
DH Pace Company, Inc.
Tom Gershman Gershman Mortgage
Seth Goldkamp
Design Aire Heating & Cooling
Barry Grant Gonzalez Companies, LLC
Katie Hopkins Truck Centers, Inc.
Greg Kendall Commerce Bank
Sarah Kiefer Maritz
John Legens
Drury Hotels
Ted Liebig TREND Manufacturing Co.
Tom Linhares
Dodge Moving & Storage
Ben Lynch Ameren MO
Meghan McClure RubinBrown
Rose McDaniel Graybar
Stefan Sigurdson Allen Roofing & Siding
Heidi Singleton*** New Honor Society
Todd Smith* Waterway Carwash
Katie Statler** Caleres
Ben Stegmann
Second Mile Service Company
Mary Schwartz Westerhold
Madison Communications
Aaron Windholz McBride Homes
Adriane Yates Spire
Michelle L. Corey**** Better Business Bureau
* Chairman of the Board ** Immediate Past Chair
*** Advertising Club President **** President & CEO
Better Business Bureau Serving Greater Missouri & Southern Illinois 211 N. Broadway, Ste. 2060
St. Louis, MO 63102
Phone: (314) 645-3300
Fax: (314) 645-2666
Hannah Kloppenburg, Editor Email: hkloppenburg@stlouisbbb.org
Torch Awards for Ethics event photos on cover and pages 6-9 by Carla Smith (St. Louis) and Visionary Events & Photography (Springfield)
Torchlight (ISSN 1547-2043 USPS 053-540) is published quarterly by Better Business Bureau, 211 N. Broadway, Ste. 2060, St. Louis, MO 63102. Subscriptions are available to BBB Accredited Businesses only. Periodicals Postage Paid at St. Louis, MO. Postmaster please send change of address to: Torchlight, Better Business Bureau, 211 N. Broadway, Ste. 2060, St. Louis, MO 63102.
TIPS TO HELP YOUR BUSINESS START 2025 OFF RIGHT
You asked, we answered!
In a recent survey, we asked Accredited Businesses to tell us their top priorities and biggest challenges facing their business. Business owners told us that managing increasing costs, hiring and retaining employees, and marketing their business were all top of mind.
BBB is here to help your business grow, even when faced with challenges. We’ve pulled together some tips for facing those top challenges of 2024 to give you a strong start in the new year.
Managing increasing costs
Everyone’s feeling the impact of higher prices, especially business owners. But you don’t want to sacrifice your business’ growth by cutting costs – so how do you balance the two?
Monitor expenses to find ways to save. Budgeting isn’t a one-time deal! Track fluctuations in expenses like suppliers, utilities and marketing. You might find opportunities to shop for better deals, switch vendors or negotiate your bills.
Use outsourcing effectively. Rather than hiring more full-time staff, freelance graphic designers, writers, accountants and more can help you streamline operations by completing individual tasks as needed.
Look for free software. Software can be expensive. Luckily, there are free or low-cost alternatives for everything from spreadsheets to time tracking. Before using a new service, review the terms and conditions carefully to understand how the software may use your information.
Join a trade association. Though trade associations often have dues, they may also have opportunities to help you lower your insurance bills, receive affordable phone service, reduce travel costs or take advantage of other discounts.
Hiring and retaining employees
Many business owners have expressed that it’s difficult to find and keep employees these days. Retaining staff is critical if you want to save time and money.
Calculate your retention rate. This can give you an idea of your business’ turnover. For example, if you begin a quarter with 100 employees and five have left by the end, subtract five from 100. Divide by the original number of employees, then multiply by 100 to get your employee retention rate (in this example, 95%).
Set clear expectations for new hires. Set goals with new employees for their first few months of work. Encourage them to ask questions or express concerns. Strong communication, clear expectations for the role, and ways to provide feedback without intimidation will help keep new employees from becoming overwhelmed or frustrated and leaving after a few short months.
Recognition for good work encourages more of the same in the
future.
Assign mentors to new staff. Mentoring has been shown to increase employee retention. A mentor serves as a teacher, guide and supporter who can help employees navigate the workplace.
Reward good work. People want to be valued at work! Pay and bonuses are critical, but when raises aren’t an option, praise for good work is also important and costs nothing. Recognition for good work encourages more of the same in the future and helps your employees feel like their efforts are constructive and valuable.
Marketing your business
Marketing your business takes time and effort, but it doesn’t have to break the bank.
Go for low-cost marketing strategies. More affordable strategies like social media, email newsletters and search ads can boost your business’ message. Get creative with free word-of-mouth opportunities: Maybe you can write a guest post on a local blog, feature on a community page or host an event.
Know where your audience is. Who are your customers? Where do they spend time online or get their news? Focus on the platforms your audience frequents.
Form strategic partnerships. Consider partnering with businesses that provide complementary products or services and share your values. This promotes your business and makes it easier for local customers to get everything they need .
Advertise your BBB Accreditation. The BBB Seal is one of the most respected symbols in business – and you worked hard to earn it! You can display it to tell customers you’re a trusted business: In your storefront, on your company vehicles, on invoices or business cards, or on your website. Visit BBB.org/stlouis/login to log in to your BBB account and download the seal. BBB
MORE TIPS FOR BUSINESSES
Find more tips for growing an ethical business at BBB.org/all/your-business-hq
Want relevant business news and helpful articles directly in your inbox? Scan below to sign up for BBB’s weekly Accredited Business email newsletter
CELEBRATING TRUST
2024 TORCH AWARDS FOR ETHICS
Torch Awards for Ethics season is our favorite time of year at BBB! Each year, we recognize the organizations in our region that meet the highest standard of trust.
Through luncheon events in St. Louis and Springfield, and award presentations in Cape Girardeau, Columbia and Quincy, we’re able to celebrate people whose commitment to ethics, service and trust makes our community a better place to live, give and do business.
Congratulations to the 2024 winners, and thank you to our 2024 sponsors!
ST. LOUIS, MO
2024 Winners
Businesses and Charities
BEST Transportation of St. Louis
Cass Commercial Bank
Chamberlin
Fence & Deck Depot
Fischer & Frichtel Homes
O.J. Laughlin Plumbing Company
SLAM Agency
SmartHouse Heating & Cooling
St. Louis Back & Knee Center
True Cut Lawn Service & Landscaping LLC
Gateway Chapter, Parazlyzed Veterans of America
Student of Ethics Award
Laura Pierre, Cor Jesu Academy
Ayla Schuler, Perryville High School
Ambassador Award
Scot Sanders, BBB arbitrator
Emcee: Cory Stark, KMOV-TV
Keynote speaker: Dawn Harper Nelson, Olympic track & field athlete
Visit https://qrco.de/ harpernelson to read BBB’s interview with Dawn Harper Nelson!
2024 Sponsors
Underwriting Sponsor: The Dave Mungenast Family of Dealerships
Student of Ethics Sponsors: Drury Hotels, Nestlé Purina
Contributing Sponsors: Lewis Rice, O.J. Laughlin Plumbing Co.
Patron Sponsors: Allen Roofing & Siding, Ameren, Commerce Bank, Fischer & Frichtel Homes, Graybar, McBride Homes, Rottler
Pest Solutions, RubinBrown, Waterway Carwash
SPRINGFIELD, MO
2024 Winners Businesses
Branson/Springfield Roof Co.
Dale’s Roofing Inc.
Friga Construction Co. Inc.
Julian’s Heating & Air LLC
Top Tier Kitchens & Baths
Student of Ethics Award
Anna Claire Ross, Glendale High School
Emcee: Blake Haynes, KOLR-TV
Keynote speaker: Christine Morton, social media marketing expert
2024 Sponsors
Premier Sponsor: Lakeland Behavioral Health System
Student of Ethics Sponsor: US Bank
Partner Sponsors: Craig Automotive Services, Friga Construction Co. Inc., Rottler Pest Solutions
CAPE GIRARDEAU, MO
2024 Winners
Aisin Electronics Illinois, LLC
Coalter Insurance Group
Media Leaf LLC
SE-TV, a student media organization from the SEMO Department of Mass Communication, created videos of this year’s winners.
To see the videos and learn more about each winner, visit BBB Cape Girardeau on Facebook.
COLUMBIA, MO
2024 Winners
All-Star Automotive
Renewal by Andersen of Central Missouri
ServiceMaster of Columbia
QUINCY, IL
2024 Winners
Keck Plumbing
Mr. K’s Fabric Shop
This year’s Columbia-region winners were featured on BBB Insider, a collaboration with Mediacom to broadcast consumer buying and scam safety tips across nine states.
To see the videos and learn more about each winner, visit BBB Columbia on Facebook.
BBB Quincy worked with WGEM-TV to produce video ads featuring each of this year’s winners.
Tigerhawk Technologies
To see the ads and learn more about each winner, visit BBB Quincy on Facebook.
CONNECTING WITH CUSTOMERS
BBB tools for your business that can help you use the power of trust
Customer Reviews
Did you know that 89% of customers say that online reviews impact their purchase decisions, according to a survey by BrightLocal? Reviews are a must to help new customers choose your business. Plenty of websites offer customer reviews, but what sets BBB Customer Reviews apart is trust.
Verifying trust
BBB verifies all customer reviews, so both you and potential new clients can be sure they’re from real customers – not spam. BBB’s reputation of trust also puts weight behind reviews on your Business Profile.
Michael Rodhouse, rekey specialist at 417 Rekey in Springfield, Mo., often directs customers to leave a review on his BBB Business Profile and currently has a 5-star average rating. He says that verification has made all the difference.
Rodhouse received a three-star review on another website from a user who was not a confirmed customer in his records. He responded to the review to debunk it, but it remained up on the website. “That experience made me appreciate the system that a BBB review has,” he says.
Encouraging reviews
So, how do you get more customer reviews on your Business Profile? Rodhouse says the trick is to make it as easy as possible for your customers to leave a review. He writes an email newsletter with useful information for his clients, many of whom are realtors, property managers or new homeowners.
“At the very bottom there’s a big button to click that says ‘Leave BBB Review,’” Rodhouse says. “It goes right to my profile, and they can leave that review. I probably get one every time I send an email.”
“It is so much easier to just put that out there as an opportunity rather than an obligation...It has really worked well for our business,” he says.
Responding to reviews
It’s not over once you get the review: It’s good practice to respond to it, whether it’s positive or negative feedback.
Rodhouse responds to all BBB reviews and says it’s part of maintaining a good customer relationship. “My customer took time out of their day to give feedback. Acknowledging that to them is important to maintain that relationship after the sale, to show that we are committed,” he says.
It’s one of many touchpoints he keeps with past customers, including the email newsletters and an open line of communication for questions even after work is complete.
BBB Tip: Encourage customer reviews
• Ask directly after a positive interaction.
• Use email follow-ups.
• Request a review on the invoice or receipt.
• Use BBB’s Customer Review Generator, which makes it easy for customers to leave a review when you’re top of mind! Scan the QR code to learn more.
“A better business is built not just with a sale, but it’s built before, during and after the sale,” he explains. “When you tell the customer that you appreciate them, that leaves them with a warm feeling. That service is what grows the business – and what grows an individual.”
BBB Tip: Responding to reviews
• Thank the customer for their business and for sharing their opinion.
• Be friendly, helpful and energetic.
• Personalize it: Don’t use canned wording that isn’t specific to the customer’s concern.
Dispute resolution
Even for the most diligent of businesses, disputes are bound to happen. And when they do, costs can start piling up fast. But when you’re BBB Accredited, BBB’s dispute resolution services can help you maintain trust with your customers and save your business time, money and a whole lot of headaches.
A third party for trust
If a customer has a complaint that can’t be resolved, you can choose to use dispute resolution.
BBB acts as an independent third party and collects detailed information from both the Accredited Business and the consumer. Then, we facilitate discussion to come to a solution that everyone is satisfied with. We can also provide a professionally trained, independent mediator or arbitrator.
Tami R. Bemus, CPA, owns T. Benus & Associates in Columbia, Mo., an accounting firm that specializes in supporting nonprofits with financial and consulting services. With an A+ rating and over 30 years in business, she has served thousands of satisfied clients – but most businesses will encounter a dispute at some point.
Benus has addressed two customer complaints through BBB dispute resolution. One dispute was
resolved through BBB; in the other, the client took the case to the IRS’ ethics board, where it was ultimately confirmed that Benus had fulfilled her ethical obligations.
“BBB said yes, she did what she was supposed to do legally and ethically,” Benus says of both cases. “I did everything I knew to do ethically, professionally and as a good human being. So it was just nice to have the BBB behind me and be able to reinforce that I am doing things correctly.”
Benus also contends that BBB’s public image helps put weight behind that third-party confirmation: “I answer to the AICPA, the State Board of Accountancy and the IRS, but a lot of people don’t understand that. The BBB is something that the general public understands.”
Saving time and money
If and when a dispute arises, BBB’s free dispute resolution can help you save time and money.
BBB looked at other arbitration services and found they can cost hundreds or thousands in fees. Court cases can run anywhere from $3,000 to $20,000, depending on how complicated things get. Because BBB dispute resolution is more convenient and less formal than some other options, the issue can typically be resolved quickly – within a couple of days or weeks.
“Those two dispute resolution issues I went through with clients – what would that have cost me if I had to hire an attorney?” Benus asks. “You need that buffer so that things don’t escalate, and BBB does such a great job of being that neutral party.”
Benus says that while she hopes no one has to go through a dispute, BBB dispute resolution was helpful for her – especially since in one case, she feels she would have had to involve an attorney were it not for third-party services from the BBB and IRS. “Having the BBB there saved me a boatload of money in legal fees,” she says. BBB
The U.S. Postal Service requires publication of Form 3526 annually for all publications. If you would like a full-size copy of the form, please contact the editor: hkloppenburg@stlouisbbb.org
You may also mail your request to:
Editor, Torchlight
BBB St. Louis
211 N Broadway, Ste. 2060 Saint Louis, Mo. 63102
Better Business Bureau
Serving Greater Missouri & Southern Illinois
211 N. Broadway, Suite 2060
St. Louis, MO 63102
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We create ads that feature your logo alongside the recognized and trusted BBB Seal, driving customers to click through to your BBB Business Profile.
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You worked hard to earn your BBB Seal. Make sure it’s working as hard as it can for you.
For more information, contact Glenn Hoyt | 314-584-6747 | ghoyt@stlouisbbb.org