On January 6, 2009 the Better Business Bureau (BBB) of Columbus changed their business rating system from a satisfactory/unsatisfactory model to a graded A+ to F model. This new model should provide consumers with a more detailed tool to compare businesses. Frankly, I feel that the new system provides a more nuanced ability to judge a business and its practices and products.

When I heard about the new system, I checked our BBB profile. I was very pleased to find out that 2Checkout has achieved an “A+”. This is based on past resolution of complaints as well as general business practices. This rating shows the level of commitment to fairness and excellence that is observed at every level and every department within 2Checkout.

Naturally, I was curious what factors would be taken into account in the final rating system. From the official Press Release:

“Specific issues affecting a business’s rating are described in detail in BBB Reliability Reports™. Ratings factors are:

• The type of business and its business model
• How long the business has been operating
• Whether the business has appropriate competency licensing
• Total volume of complaints filed against the business
• The number of unanswered complaints
• The number of unresolved complaints
• The number of serious complaints
• An overall complaint analysis
• The number of complaints with delayed resolution
• Government actions against the business
• Any advertising issues found by BBB
• The extent of background information available to BBB for evaluation
• The extent to which BBB is able to develop a clear understanding of the business
• Whether the business has honored any mediation/arbitration commitments
• Whether the business has attained BBB Accredited Business status
• Whether the business has had its BBB Accreditation revoked”

The importance of finding a business that you can trust cannot be understated. Using agencies such as the BBB to obtain an objective trustworthy assessment can be critical in every aspect of one’s life. “Consumers want more than marketing spin or a few comments about a business posted on the Internet, and rightly so, because given tough economic conditions, they literally can’t afford to make bad buying decisions,” said Steve Cox, BBB spokesperson.

We are happy to work with the Better Business Bureau to provide consumers with trust and confidence.