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There is a fee involved, the amount of which depends on the size of your business.
We have used this since becoming a member of the Better Business Bureau and have found it to be quite effective in lending credibility to our enterprise on the web.
In the past 2 years I've had four customers take complaints all the way to the BBB - it seems clear that people really do take notice of it.
I also like our TRUSTe relationship - another thing that, in our users' eyes, lends credibility.
And then what? I'm under the impression that they are pretty toothless when it comes to actually enforcing any kind of fair conflict resolution... they can kick you out of their clubhouse, but what else?
The BBB is useful before the fact, in that a consumer can look up BBB records to see if a particular business has any complaints recorded if they're concerned. However, when it comes to enforcement, a consumer is much better off going through their credit card company.
OTOH, seeing that a business is a member in good standing of the BBB at least means they haven't made a practice of doing bad business. It couldn't hurt to have the BBBOnline logo on your site.