Customer satisfaction

Customer satisfaction

By Dennis Horton

By Dennis Horton

Manager, Public Affairs

Better Business Bureau – Regional Office

The Better Business Bureau …for lack of a better way to put it… is kind of a two-headed animal in that the organization is both an advocate for business as well as consumers.

When a complaint is filed, our goal is to find a solution that is agreeable to both parties. A happy customer is a good customer. And a good customer is good for business. An example of that is the BBB’s Autoline program that helps to resolve problems with automobiles that are still under warranty. Since 1980, more than 40,000 people in northern Illinois have been assisted in resolving complaints with manufacturers’ defects on their cars to the satisfaction of the owner and the dealer.

Also BBB members who work at customer satisfaction don’t always deal with serious or difficult-to-handle problems. Take this Woodridge, Ill. resident who needed repair work on his car. His complaint was “they promised our car would be ready at a certain time and it was not…they never washed it, nor did they call us when it was ready.” The auto dealer advised us they called the complainant, “to apologize and promised better service in the future.” Also in the interest of customer satisfaction, they offered to hand wash and wax his car.

Or this recent complaint to the BBB regarding a real estate company. The complainant claimed that the earnest money she provided was not returned as agreed by the company. The Realtor responded that they were merely holding the money for the two parties, and if the buyer’s attorney had contacted the seller’s attorney and received permission to refund the money, it would have been done. Even though the seller did not want to refund the money, after considerable discussion the Realtor “as a courtesy” called the seller, who agreed to split the $2,000 earnest money with the buyer.

Some complaints may not seem serious; however, for a person to take the time to file a complaint, it is important for us to let the company involved know about it. And it’s equally important from a customer satisfaction standpoint for the company to respond and handle the complaint in the manner they deem appropriate.

Here at the Better Business Bureau, we know that not every person with a complaint is going to go away satisfied. We also know that from the business owner’s standpoint, no matter how hard you try, you can’t satisfy everyone.

Consumers can feel secure, however, that when they decide to purchase a product or service and they do so with a business that displays the Better Business Bureau torch-logo, they are dealing with a firm that believes in integrity, and that they will be treated in a fair and ethical manner.

Remember, before you purchase goods or services either online or in a brick and mortar store, call the Better Business Bureau and “Check It Out.” You can save yourself time, money, and frustration.

To contact the Regional Office of the BBB, call 815.963.2222 or go online at For membership information, call 815.490.9283.

Enjoy The Rock River Times? Help spread the word!