Handling complaints – how not to turn a drama into a crisis

Regional Support Manager, Fliss McCalmont, talks about ways to deal with complaints to ensure a good outcome for everyone concerned.

Handling complaints is an inevitable part of providing services to people. Regardless of how well you might think your systems are set up, we can’t always anticipate every circumstance that may present itself.

Training your staff on how to handle complaints is crucial for maintaining a high standard of patient care and ensuring a positive experience. Here are some tips to help you train your team effectively:

Create a Welcoming Environment for Feedback

While sometimes unpleasant to deal with, it’s likely that, sooner or later, someone will present you with a complaint. For some people, their instinct is to try to avoid dealing with complaints, which is the last thing they should do.

It’s a good idea to reframe complaints as ‘negative feedback’. Feedback helps us monitor our performance and gives us an opportunity to improve. Encourage patients to share their concerns by creating an environment where feedback is welcomed and valued:

• Open communication: Let patients know that their feedback is important and will be taken seriously
• Accessible channels: You’re obliged by the GDC and CQC to follow their guidance of complaint handling, so provide multiple ways for patients to submit complaints, such as in-person, over the phone, via email, or through an online form.

Listen Actively and Empathetically

When a patient raises a complaint, it’s essential to listen actively and show empathy. Stop what you’re doing and:

• Give them your full attention: Listen without interrupting and acknowledge their feelings
• Show understanding: Use phrases like “I appreciate how you feel” or “I can see why this is upsetting.”

Document the Complaint

Recording the nature and details of the complaint accurately is key to resolving complaints effectively:

• Record all the details: Note down the patient’s name, their contact information, the nature of the complaint, and any relevant dates or times
• Keep records of all complaints: By maintaining a log of all complaints you can identify whether there are any patterns and highlight areas for improvement.

 Investigate Thoroughly

Carry out a thorough investigation to understand the root cause of the complaint. Do this by:

• Gathering information: Speak with all the staff members involved and review any relevant records or documentation
• Assessing the situation: Determine whether the complaint is an isolated incident or part of a larger issue.

Respond Promptly and Professionally

Timely and professional responses can help de-escalate the situation. Patients don’t want to be kept waiting for a response, as that can appear as if you don’t care about their complaint. Show them you’re taking things seriously by:

• Acknowledging receipt: Let the patient know that their complaint has been received and is being investigated
• Provide updates: Keep the patient informed about the progress of the investigation and any action you’re taking. Try to let them know when they can next expect an update, especially if you think things may take some time.

Offer a Solution

Once the investigation is complete, offer a solution that addresses the patient’s concerns. This could include:

• An apology if necessary: A genuine and sincere apology can go a long way towards rebuilding trust
• Explain what actions you have taken: Clearly explain what steps have been taken to resolve the issue and ensure it doesn’t happen again
• Offer compensation: If appropriate, offer some form of compensation. This could be a refund, discount, or complimentary service.

Follow Up

Following up shows that you value the patient’s feedback and are committed to ensuring that the complaint has been resolved to their satisfaction.

• Check in: Get in touch with the patient after the resolution to ensure they are happy with the outcome
• Request feedback: Ask the patient if there is anything else you can do to improve their experience.

Learn and Improve

See complaints as an opportunity to improve your practice. Use them to:

• Identify trends: Review complaint data to see if you can identify common issues and areas for improvement
• Implement changes: Treat the experience of handling the complaint as an opportunity to make necessary changes to policies, procedures, or training to prevent future complaints.

Handling complaints effectively is essential for maintaining a positive patient relationship and improving your dental practice. By listening empathetically, investigating thoroughly, and responding promptly, you can turn a negative experience into an opportunity for growth and improvement. If your staff are properly trained, they will be able not only to handle complaints professionally and constructively but also improve patients’ confidence in the practice.