by Brian Van Norman
September 2008
Throughout her career, Beverly Baskin has been a protector of society; providing consumers and businesses alike the foundation to operate fairly and ethically in the marketplace. "I believe that the core practice for any successful business is ethics," Baskin says. "All business decisions become simpler with this principle in place."
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Beverly Baskin relaxes in her back yard with her pet Greyhounds. |
Since 1999, Baskin has served as president and CEO of the Better Business Bureau (BBB) of Eastern North Carolina, where she leads a team in fielding more than 30,000 inquiries and 600 complaints about businesses in the 33 counties that comprise the bureau. Under her direction, membership has more than doubled to 3,200+ accredited businesses.
No stranger to the vital role the BBB plays in communities across the nation, Baskin also served as founding director and CEO of the BBB in Columbia, South Carolina from 1983 to 1994. Here she opened the doors to the new office and implemented effective programs that created a trusting relationship between consumers and businesses, while establishing the BBB as a respected source for marketplace information.
Between her time at the two BBB bureaus, Baskin fulfilled a longtime dream of hers. "I'd always wanted to volunteer with the Peace Corps, and when the opportunity arose, I couldn't pass it up," she said. Baskin spent two years in the Fiji Islands serving as a liaison between the Supreme Court of Fiji and the Consumer Council of Fiji. She was instrumental in the development of a small-claims tribunal that helped close the communication gap and resolve disputes.
Baskin credits her time in the Fiji Islands to further refining her business skills. "What was so valuable for me was using my knowledge of dispute resolution, yet it was applying that in different cultures. It was incredibly interesting for me."
In recent years, Baskin, 56, has added a BBB focus to an issue that is increasingly affecting Americans, identity theft. According to a 2008 report from Javelin Strategy and Research, more than 8 million residents were victims of ID theft in 2007, resulting in a loss of $45 billion.
Earlier this year, the BBB of Eastern North Carolina collaborated with BBB bureaus throughout the nation to present the first "Secure Your ID" Day. Consumers were offered free on-site destruction of sensitive documents, as well as provided with tips and resources to help protect their identity. As a result of the positive turnout-more than five tons of documents were shredded locally. The BBB will host a second "Secure Your ID" Day on September 20 at the Ridgewood Shopping Center and Falls River Town Center, both in Raleigh.
Baskin realizes that seniors have become a prime target of scammers looking to steal an identity, and has implemented several programs directly geared toward this population. "Seniors need to remain aware of the dangers they are facing and hold on to their identity like a brick of gold," she adds. Her bureau regularly partners with AARP (North Carolina), Area Councils on Aging, the North Carolina Attorney General's Consumer Protection Division and local police and sheriff's offices to hold "Scam Jams." These presentations offer seniors tips on what to look and listen for, as well as who to contact if they have a complaint.
In addition, Baskin is an active member of the North Carolina Senior Consumer Fraud Task Force, an organization that includes agencies throughout the state devoted to the protection of senior citizens. She meets quarterly with other members to identify scams targeting the elderly, and works to educate consumers about the ways they may protect themselves.
Baskin's entrepreneurial spirit and dedicated passion for accommodating a trusting relationship between consumers and businesses is clear, but it doesn't end there. She remains active in the community by volunteering her time to organizations such as the American Red Cross. She also tutors students at Green Elementary School as part of the Great Leaps program, and is active with the BBB Educational Foundation, where she helps distribute thousands of books to children in eastern North Carolina as part of its program titled, "The Book Project."
Baskin's passion carries through to her life outside of work, where she takes great pleasure being outdoors. She enjoys spending time in her garden, although she is quick to note, "I wouldn't consider myself an expert gardener, but I love being out there." She has two retired racing greyhounds as well, and is dedicated to helping others like them find adoptive families.
With Beverly Baskin leading the BBB of Eastern North Carolina, Triangle residents can rest easy at night, knowing they have a watchdog looking out for their best interests. For more information, visit www.bbb.org.
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September 2008
Consumer Watch Dog: Beverly Baskin
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