CWU News

Business to Community Stars Returns with New Opportunities for Community-wide Customer Service Efforts

B2C Star LogoThe Business to Community Stars (B2C Stars) program, started in 2017, is returning to provide businesses with new training opportunities in 2019 with the same goal of rewarding and promoting customer service. The Business to Community Stars Program partners include the Ellensburg Downtown Association, Central Washington University, The City of Ellensburg, and the Kittitas County Chamber of Commerce.  


CWU Chief of Staff, Linda Schactler, said the B2C Stars helps retailers understand how to appeal to a growing market segment, “Generation Z.” According to Forbes Magazine, Gen Z will represent 40 percent of consumers by 2020, and it’s a generation that “doesn’t know a world that is not digital first.”


“B2C is sharing customer service strategies for this new generation that is more diverse and more digitally oriented than ever before,” said Schactler, noting that about 20 businesses participated in B2C in 2017. “The feedback from local business was enthusiastic and a request for more training and more information.”


B2C Star participants will complete a two-hour customer service training provided by the program’s sponsors and participate in two annual “secret shopper” customer service evaluations. Trainings are open to both business owners/agency administrators and employees. 


Program participants will receive unique advertising opportunities on the CWU campus and special promotional benefits, including a window cling that identifies B2C Stars. In addition, six randomly-chosen B2C Stars will be provided a 90-minute world-class Disney Quality Service Training, for free.


"With the rise of online shopping, in-person customer service has never been more important,” said MollyJones-Kerchner, Executive Director of the Ellensburg Downtown Association. “Those who choose to shop in store are looking for a top notch experience and we all know in this day in age, word of mouth advertising is extremely effective." 


Margaret Reich, City of Ellensburg’s Communications and Government Relations Officer, said the City of Ellensburg places a high value on customer service for all. “Whether you’re starting or stopping utilities, building or remodeling a home, or visiting one of our many parks facilities, we want our residents and visitors to know all welcome here in Ellensburg.”


The B2C Stars program is based on best practices identified by the National Customer Service Association (NCSA). Businesses that seek to participate in the program advocate and demonstrate four values the NCSA says are essential for good customer service: respect, honesty, trust, and integrity.


Businesses and organizations accepted into the program, who have completed the training receive: a window cling identifying the merchant as a B2C Star; inclusion in an official list of B2C Stars published quarterly in local newspapers and on sponsor websites; permission to use the B2C Star logo in marketing; preferential consideration in CWU contracting; and special CWU on-campus advertising opportunities.


“The Chamber of Commerce is excited to foster a community program where customer service is key,” said Kittitas County Chamber of Commerce CEO, Amy McGuffin. “We look forward to giving recognition to businesses who go above and beyond.”


Businesses wishing to take advantage of this opportunity can apply on the B2C website,


B2C members receive these benefits, at no cost, by registering to become a B2C Star and attending one of the B2C Star customer service workshop offerings. The next scheduled workshops will be held on Tuesday, October 22, 8-10 a.m. and Monday, October 28, 7-9 p.m. at the Hal Holmes Community Center, 209 Ruby St., Ellensburg. 


“By attending the B2C presentation I was able to show our team how important customer service is, and to gain new perspectives and insights on how we might improve,” said Rolf T. Williams, owner of Jerrol’s and B2C Star. “I would encourage any business owner to attend and to bring their entire staff.”


“B2C encourages students to engage in the community in a way the supports economic vitality,” said Schactler, who added that the adaption to new customers won’t end soon, with Gen Alpha already reshaping marketing strategies globally. 


Community members are invited to share their customer experiences with B2C Stars at 


Media contact: Dawn Alford, Business to Community Stars, 509-963-1484,