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The Spokesman-Review Newspaper
Spokane, Washington  Est. May 19, 1883

‘Naming names’ column inspires rich debate

Jan Quintrall The Spokesman-Review

My most recent column, calling for your take on the subject of whether or not the Spokesman-Review should allow the BBB to name specific names of top complaint-getting companies in the context of a year-in-review column, sparked a rich variety of debate and commentary. A little background — the BBB’s Year in Review column, which outlined the most active complaint industries for 2007, was seriously edited, wherein all specific names of firms that got the bulk of complaints in 2007 were removed.

The SR’s reply to my inquiry was that leaving the names in the article would have been unfair, and that companies named deserved the chance to respond.

The facts:

“More than 200 SR readers e-mailed, called or approached me in public to talk about the subject. Feedback on this specific topic far exceeded any other I have ever written about in this column. The respondents were a fair mix of corporate leaders, business owners and consumers, from Sandpoint to Yakima.

“All of the responses to the BBB supported naming names of the largest complaint-getters.

The observations:

“ People are passionate about The Spokesman-Review.

“ The BBB has a large fan base, which was a pleasant reinforcement.

“ S-R Editor Steven A. Smith was brave to allow me to ask for input on this question using his ink, and I applaud the SR’s willingness and transparency to stand with me to ask the hard questions.

“ This scenario is gaining a life online as a rich ethical discussion.

“ When people care enough about a topic, they will take the time to e-mail, and in surprising numbers, even pick up the phone and call.

The lessons:

“ This space we share every other Sunday is of huge value, in spite of the “agreement to disagree” the BBB has with the paper.

“ We don’t react as one – the feedback received by the newspaper and the BBB were very different.

The BBB needs to do a better job of educating readers (including news editors) about what we go through to get the other side of the story during our complaint process.

While I fully understand a hesitancy to list the name of any company without their side of the story, the BBB complaint process assures all that it has gone down the road to confirm the input from a company with a complaint. (We do not think The Spokesman-Review wants to start being a go-between for the BBB and the marketplace on complaint handling.)

When we get a complaint, we review it for clarity and suitability and look for a desire to resolve rather than to bash, for resolution is the BBB’s business and goal. Its complaint process specifically asks companies involved for their side of the story, as well.

We are in the information and resolution business and cannot begin to work to that goal without input from both parties. In 2007 we gave companies three ample opportunities to respond to a complaint, including the final letter being certified. We also extend our help to companies that get a large volume of complaints to help them reduce the root cause of those complaints. Some companies just do not care to be part of that process.

“Transparency” is such a buzzword that the definition varies depending on the situation. No matter what the definition of the day is, Steve Smith’s willingness to allow this public debate was transparent and brave, and I can only imagine what went on inside the walls on Riverside and Monroe last week. But no matter where you stand in this debate, his willingness to expose the discussion publicly is probably one he second-guessed. I anticipate we will hear from Steve and his editorial team too.

As we hope many have discovered by now, the BBB issues a release each month called Naming Names posted at www.bbb.org (on the local page under BBB for Consumers: “Complaint Reports.”) There are papers in our service area that print this monthly release in its entirety, but this is a different piece than the Year-in- Review column being discussed here.

Feel free to read Naming Names each month on the Web. Keep in touch and keep us all on our toes. Apathy is fatal; debate invigorating.