How to deal with complaints
By Bob Levoy

Research shows that effective handling of service-related complaints not only keeps unhappy patients from leaving a practice, it actually strengthens their loyalty.

If done well, service recovery, as it's called, can significantly improve profitability.

However, many chiropractors have done relatively little to encourage patient complaints or have trained their staff to successfully deal with them. As a result, when complaints do occur about one thing or another, staff members tend to staunchly defend the practice and the people in it. Many feel it's their obligation to do so.

Reality check: The fact that patients don't complain doesn't necessarily mean they are satisfied. Current research shows only 4 percent of dissatisfied patients complain, at least to the person who either caused or could remedy the problem.

Some are too inhibited to do so; others consider it futile; and some are afraid of being labeled as complainers. They do, however, complain to others — 10 to 12 people on average. In many cases, it's to the person who referred them, which only compounds the damage. And the worst part is, the problems continue.

Here are some tested tips for staff members when dealing with complaints:

• Be aware. At the outset, be aware of the potential impact such problems have on the practice and the importance of service recovery.

• Make it easy for patients to complain. Request the receptionist to ask patients at the conclusion of the visit, "How did everything go today?" When asking such a question, it's important to hold eye contact with the patient and look genuinely interested. Otherwise the patient may not attach any importance to the question and simply say "fine."

• Be a good listener. Don't interrupt. Nod your head as the patient explains what happened. Look genuinely concerned. If appropriate, take notes to show you are going to follow-up. If it's on the phone, let callers know you are paying attention by verbally acknowledging their key points.

• Say, 'Thank you for telling me about this.' In many cases, the patient's tone will change and he or she will end up apologizing for having started the conversation in such a harsh manner.

• Agree with the patient before responding. For example: "I can understand why you're upset." This can be very effective in letting patients know you are on their side, not fighting them.

• Repeat the complaint. The psychology of doing so is twofold. First, it shows you have listened and are genuinely interested. Second, it gives patients a chance to hear their complaint in their own words. Coming from someone else, the problem may not seem as terrible as it did initially.

• Follow through. Whatever the complaint is, follow through. This is the most important step. If there's an explanation for what happened, make it. If there is none, don't hesitate to admit it. Explain that it was unintentional and that you're truly sorry about what happened. (A perfunctory "I'm sorry" doesn't do it and makes some people even angrier.)

• Bend the rules. Staff members should have the authority to bend a rule if necessary, in order to resolve the situation in the patient's favor. If that falls short, he or she should tell the patient, "I feel terrible about what happened. What can we do to make it up to you?" And be prepared to do it.

• Personally apologize. If you (the doctor) are in any way responsible for the problem about which the patient is complaining, consider calling the patient later in the evening to apologize personally for whatever happened. It will send the message that you really care and that will be enough to satisfy most people.

Hard learned lesson: Management expert Tom Peters says a well-handled complaint usually breeds more loyalty than existed before the incident occurred.

Bob Levoy is a seminar speaker and writer who focuses on the healthcare industry. His most recent book is 201 Secrets of a High Performance Dental Practice Elsevier/Mosby (January, 2005). He can be reached by e-mail at b.levoy@att.net.