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Complaints are a common occurrence in businesses. What many business people fail to understand is that complaints are always an opportunity! It either gives you the opportunity to address a legitimate concern that may exist and find a way to improve as a result, or it gives you the opportunity to clear up some misunderstanding or miscommunication that has occurred.

Consider the following facts from the White House Office of Consumer Affairs and the U.S. Department of Commerce:

• The average business never hears from 96% of its unhappy customers.
• For every complaint received a business will have 26 others that are unreported, 6 of which are “serious”.
• Those “non-complaining” customers will complain to 9 or 10 other people.
• Complainers are more likely than “non-complainers” to do business with a company again, even if the complaint is not resolved to their complete satisfaction.
• Customers whose complaints are effectively resolved will tell an average of 5 other people.
• Attracting a new customer costs 5 times as much as keeping one.
• By quickly resolving complaints, you can keep 95% of the complaining customers.

This data certainly makes a case for participation in our BBB Accredited Identification Program (AIP). For participants, the Bureau provides an enhanced process for resolving complaints, through 24 hour telephone referral, win/win mediation, and ultimately, legally binding arbitration, allowing businesses an opportunity to respond to matters they might otherwise never know about. Customers are beginning to eliminate from consideration those businesses which do not have a complaint management system in place and promoted. The knowledgeable buyer simply refuses to be duped in today’s marketplace.

The BBB Accredited Identification Program (AIP) enhances customer communications to help resolve disputes before they reach a boiling point.

Why should a business use the BBB AIP Program?

Announcing its participation in the AIP program is an effective way for a business to demonstrate that it cares about the concerns of its customers, is committed to customer satisfaction, and has confidence in the quality of its service or product. AIP helps maintain the relationship between the business and the customer, thereby increasing customer loyalty and the likelihood that the consumer will use the business again.

What specific benefits are in it for the business participant?

• Telephone handling of complaints. No more letter writing for your customer or for you.
• Shorter turnaround (within 48 hours) that will be our mutual commitment to resolve the problem.
• Intense problem solving by skilled mediators – reach a win/win solution.
• Up to 4 mediations or arbitrations hearings are included in your participation each year, at no additional cost.
• Saves you time and expense of small claims court and/or hiring an attorney.
• Special language for your contracts – your pledge that tells your customers you belong to this special program.
• Civic and community pride in reducing complaints and problems.

Through the AIP program, you can promote your dedication to customer service and open up communications between you and your customers. Both clearly affect your bottom line. You will attract more customers and, more importantly keep them coming back!

Your participation in the BBB AIP program is an investment in your marketplace and your business future.