The saying ‘you can please some of the people, all of the time, all of the people some of the time but you can’t please all of the people all of the time’ is as true in a dental practice as anywhere. Regardless of how prepared you are, there will be occasions when all does not go according to plan, and you may receive a complaint.
Here Medenta Business Development Manager, Andy Thomas, suggests ways to deal with complaints.
Most people want to do their best for their patients so it’s a disappointment when you receive a complaint. However, while nobody likes receiving them, in some ways they are a positive. By complaining, the patient is giving you an opportunity to sort things out rather than just walking away and bad mouthing you to their friends and family.
That’s why it’s important to remember that how you handle that complaint can make or break your relationship with your patient. It may sound counterintuitive but, handled well, a complaint can actually improve your patient’s view of your practice as they will have confidence that if something were to go wrong in the future, it would get sorted.
Here are some suggestions as to how to handle complaints effectively.
Listen Actively and Empathetically
The most important thing to do when a patient comes to you with a complaint is to listen to them. While it might be tempting to try to argue with them and become defensive, that way lies madness. Try to show empathy and give them your full attention. If possible, take them somewhere out of public view to discuss their issue so you can give them your full attention. Trying to answer phones at the same time as dealing with an unhappy customer is guaranteed to make them feel you’re not giving them the consideration they deserve.
Listen without interrupting and acknowledge their feelings, the language you use at this point is also important. Try to use phrases such as “I appreciate how you feel” or “I can see why this is upsetting.”
Unless you do NHS work, in which case you would use the NHS’, you should have your own complaints procedure which details how a patient can make a complaint, timescales etc. This should be displayed prominently in the practice so that a patient need not have to ask for it. It should also be on your website. The GDC website has guidance on this.
Document the Complaint
Keeping accurate records when dealing with a complaint is key to resolving them effectively. Make sure you make a note of the patient’s name, contact information, the nature of the complaint, and any relevant dates or times. It may be that you will need to involve other people in the resolution of a complaint so it’s important to make sure all the details are correct.
From the point of view of continuous improvement, it might be helpful to have a log of all complaints so you can see whether there are any patterns. This would help you identify any possible areas for improvement or training.
Once you have gathered all the details, it may be that you need to carry out further investigations to understand the root cause of the complaint. You may need to speak with the team members involved and review any records or documentation that relate to it. Having done that you will have a clearer idea of how to proceed and whether this is an isolated incident or part of a larger issue.
Respond to the complainant promptly and professionally
Getting back to someone in a timely manner can help take some of the heat out of the situation. Leaving someone waiting for a response could make them feel you’re not taking things seriously and don’t care about their complaint.
Whether it’s a verbal or written complaint, acknowledge that you have received it, and that you will investigate it and get back to them. Give them a copy of your complaints procedure. This should tell them how soon they can expect to wait for a response or update. Keeping the patient informed about the progress of the investigation and any actions you’re taking will demonstrate that you are taking things seriously and they have not been forgotten.
Offer a Solution
When you have concluded your investigation, offer a solution that addresses the patient’s concerns. This could include any (or all) of the following:
• If it’s appropriate, apologise. A sincere apology can go a long way in rebuilding trust
• Explain what actions you have taken. Outline what steps were taken to resolve the issue and make sure it doesn’t happen again
• Offer compensation. If appropriate, offer a refund, discount, or a complimentary service.
Follow Up
Following up shows that you value the patient’s feedback and are committed to resolving things to their satisfaction. Check in with them to make sure they are satisfied with the solution you have offered them and the outcome.
This is also a good time to ask for further feedback and to check if there is anything else you can do to improve their experience.
Learn from the experience
As I said earlier, complaints are sometimes an opportunity to improve your relationship with that patient. They also give you a chance to make improvements at the practice. By keeping good records of your complaints, you can identify trends and nip problems in the bud through training and systems changes, so that it doesn’t happen again.
About Andy
Andy Thomas is a Business Development Manager at Medenta. He has worked within the dental industry, and specifically in the patient finance sector, since 2016. Andy has a real passion for helping dental practices understand the benefits of offering finance options, both for the practice and the patients. He looks to provide a high level of service and support, and to build long lasting relationships with the dental teams he works with.