How to win back unhappy patients

Have you ever had a frustrating customer service experience that left you vowing never to use a company again? Did someone on its team step in, resolve the issue, and win you back as a customer? As a medical professional serving in ophthalmology, you will face challenges with patients, and there may be instances when your customer service falls short. The key to retaining patients lies in how you respond to such situations. In the article, “5 steps to service recovery” (slideshare.net/RobSchade/5-steps-to-service-recovery ), author Rob Schade includes survey findings on what clients expect when their relationship with you is compromised. Here, I will explore customer responses in that article to offer tips that can help you regain a patient's trust and satisfaction.

Assume responsibility: Listening and acknowledging

According to the fair recovery system, 45% of upset patients desire you to assume responsibility while 19% want you to listen to their stories. Before assuming responsibility, listening to the patient’s concerns is crucial. Patients often become upset when they feel their voices are not heard. Once you have understood the issue, avoid making excuses or instructing the patient on what they should have done differently. Instead, acknowledge the problem.

For example, if a patient approaches you asking why they are experiencing a longer-than-normal wait time, acknowledge the issue by saying:

“I sincerely apologize for the long wait. Dr. Jones had a patient this morning who required some extra medical attention. As a result, he is running a bit behind with his schedule today. Let me check where we are, and I will get you back to see him as soon as possible.”

What does a fair recovery process look like?

According to Rob Schade in “5 steps to service recovery,” here’s how customers replied to the question:

 

 

Quick resolution: Addressing issues promptly

According to Mr. Schade, 42% of customers want their issues resolved quickly. Patients often feel frustrated and neglected when they contact the office regarding an issue and no one gets back to them. It is crucial to respond to patients’ requests on the same day. Even if an immediate solution is not readily available, it is important to communicate that you are actively working to address their concerns.

If a patient is upset because they did not receive a call back regarding their medication, assure them that you will help resolve the problem:

“I am so sorry that your medication is not at the pharmacy. Our records indicate that we sent your glaucoma drops to the correct location, but I can call and speak with the pharmacist to investigate why it is not being processed. Let's work together to get this taken care of for you.”

Minimize interactions: Streamline the process

Thirty percent of customers express a desire for fewer interactions when it comes to resolving their problems. Patients find it frustrating to speak with multiple individuals about the same issue and have to repeat their stories. Whenever possible, assign one person to “own” the problem, even if others need to assist. For example, if you work in a large practice with multiple sites and departments, transfer the patient to someone who can help them. If your phone system allows, stay on the call with the patient to ensure they connect with the right person. Meanwhile, always document any additional notes or memos in the patient's account to ensure that the next person attending to the patient is aware of any challenges.

Example memo: “On July 25, the patient called with questions regarding her co-insurance for surgery. I transferred her to Margie in the surgery department to review surgical payments. Margie successfully addressed the patient's concerns.”

In this example, Margie should also document her discussion with the patient to avoid repetition if the patient has further questions.

Follow-up: Ensure continued care

Mr. Schade found that 23% of customers indicate that appropriate follow-up can help regain their trust. In the field of medicine, patients may feel dissatisfied if they do not receive proper follow-up after their visit or if their medical provider fails to communicate test results or treatment plans in a timely manner. Note that when a doctor orders a diagnostic test and informs the patient that staff will contact them with the results, it is essential to ensure an effective system for patient follow-up. A suitable follow-up approach could be as follows:

“Hello, I am calling with your visual field test results today. The doctor has reviewed your results and compared them to last year's scans. Your visual field still appears within normal ranges, with no peripheral vision loss. The doctor advises you to continue taking your drops and schedule a follow-up appointment in six months. Can I assist you in scheduling that today?”

Flexible responses: Tailoring solutions

Ten percent of customers perceive service recovery as an opportunity to provide them with options. Although you work in a medical environment bound by rules and regulations, it is essential to remember that each customer interaction is unique and your approach may need to be tailored accordingly. Consider the patient as your partner, collaborating to solve their problem.

If a patient arrives for an appointment believing they have completed online check-in but the front desk cannot retrieve their entered information, the patient may become frustrated and question the adequacy of your system. In such a scenario, offer the patient options:

“I am so sorry that the system didn’t transfer your data. There is a distinction between online registration and mobile check-in, and I will follow up with my team to improve this process for patients. In the meantime, I can come around and assist you with check-in or provide you with the necessary paperwork. Thank you for your patience. It will be much smoother once we get you into our new system!”

Summing up

When working with patients, it is crucial to prioritize reconciling the relationship rather than simply resolving the issue. Practicing service recovery is the best way to maintain the relationship. Each day, ensure that you assume responsibility and listen attentively to their stories. Additionally, promptly address and resolve issues in as few interactions as possible. Lastly, when following up, provide patients with options to collaborate in their healthcare decisions. Jeffrey Gitomer, speaker and author on topics including sales and customer loyalty, reminds us, “If you own the problem, you own the customer. If you lose the problem, you lose the customer. It's that simple.” OP