Volume & consistency
How many reviews you have, how they are spread over time, and whether they show a consistent pattern of service instead of one-off spikes.
CTB Trust Score
One score that tells customers they can trust you.
We turn your review footprint, complaints, response behaviour, and verification checks into a single number between 0 and 100. Built for Canadian customers, not algorithms.
Example Business
Sample Only
94 / 100
Excellent • Verified
Review Volume
Recency Trend
Response Rate
Verification & Compliance
Methodology
What goes into the score?
CTB uses signals any business owner can understand and improve.
Recency & direction
Recent reviews and complaints carry more weight. We look at your current trend: are you improving, stable, or slipping in the last 3–12 months?
Response & resolution
How often you respond to feedback, especially negative reviews and CTB complaints. Ignoring customers and leaving issues unresolved drags your score down.
Score Bands
How to read the CTB Trust Score.
Scores move over time. They are not a lifetime award. They describe how a business has behaved recently based on the evidence we can see.
85–100 • Verified in Excellent Standing
Strong review footprint, consistent service, fast responses, and very few unresolved complaints. These businesses are doing the work every week, not just talking about it.
70–84 • Verified in Good Standing
Generally reliable with solid reviews and responsive behaviour. There may be minor issues or slower responses, but overall the business has earned public trust.
50–69 • Verified with Cautions
Mixed signals. Repeated complaints, inconsistent responses, or gaps in documentation. We recommend customers read the CTB profile carefully and businesses treat this as a clear warning to improve.
0–49 • Suspended / Under Review
Serious concerns, unresolved complaints, non-cooperation with CTB, or lack of basic legitimacy. The CTB Verified badge may appear as suspended on this business’s website.
New or limited data
Newly verified businesses with very few reviews or limited history may have a provisional score. As more data comes in, the score will move to reflect real-world performance.
Score vs. perfection
A high score does not mean “no problems ever”. It means the business has shown clear patterns of resolving issues, responding quickly and operating transparently over time.
Improvement Playbook
How to move your score up.
There is no hack. But there is a simple playbook that works in almost every local market.
- ✓ Make it easy for happy customers to leave reviews on the platforms that matter.
- ✓ Respond to every review quickly and professionally — especially when the customer is unhappy.
- ✓ Fix the root issues that cause repeated complaints instead of just replying to symptoms.
- ✓ Keep your CTB and public profiles accurate, including hours, pricing, policies and contact details.
The CTB approach
Your CTB Trust Score appears on your CTB profile and in our public directory. As your behaviour improves, your score moves with you. If you stop responding or ignore complaints, it drops.
The goal isn't to punish one bad week — it's to give customers a fair signal of how you treat people over months and years.
Using the Score
How customers and businesses should use the CTB Trust Score.
The Trust Score is a signal — not a replacement for your own judgment. Here’s how each side should treat it.
For customers
Use the score to quickly filter options in the CTB Directory and on business websites. For high-commitment decisions — long-term contracts, large purchases, training programs — prefer businesses with higher scores and stable trends. Read the CTB profile if a business falls into the “with cautions” range or has a suspended badge.
For businesses
Treat the Trust Score as a public KPI for how you actually operate. Bring it into team meetings. Ask: “What would have to change in our behaviour for this number to move up by 10 points in the next quarter?” Use CTB complaints and reviews as a free audit of where customers feel friction.
When the score drops
A falling score is an early warning. It usually means slower responses, repeated unresolved complaints, or a slip in service quality. CTB does not sell score boosts. The only sustainable way up is better behaviour, better systems and better follow-through with customers.
Ready to prove your reputation?
Stop telling customers to "just check the reviews". Give them a verified score that actually means something.
Get Your Trust Score