Top tips on managing complaints in practice

Optical Consumer Complaints Service (OCCS) clinical adviser, Paul Chapman-Hatchett, provided delegates with insight on managing complaints in practice during his 100% Optical presentation (2 March, Excel London).

The OCCS is an independent and free mediation service for optical consumers and optical professionals funded by the General Optical Council.

Chapman-Hatchett emphasised that communication has a key role to play in determining whether a complaint can be resolved or escalates further.

“Listen to patients and ensure they're at the heart of decisions made about their care,” he said.

He added that with the expanding scope of practice within optometry it is increasingly important that patients understand what services are being offered and why.

Chapman-Hatchett also highlighted the central role of record keeping in mitigating the risk of complaints.

“Maintaining appropriate patient records is not just about protecting yourself as a professional, but also making sure that you maximise the patient's journey through your practice,” he observed.

Chapman-Hatchett noted that over the past year the service received 2220 complaints – a 32% increase on the previous year.

“We're very aware that patients are more willing to complain, and they're more proactive in the way they complain,” he reflected.

“I think it's a positive thing for us as a profession because it means that patients are much more willing to give you feedback,” Chapman-Hatchett said.

He shared the value in seeing complaints as a chance to improve the service that is offered.

“It is an opportunity to engage with the patient and try and find a way forward,” Chapman-Hatchett noted.

Chapman-Hatchett encouraged practitioners to thank customers who provide feedback – whether it is positive or negative.

“We should be thanking people for giving us a chance to fix any issues,” he said.

“They can become your biggest practice advocate,” Chapman-Hatchett added.

Complaints most commonly related to goods and services (with 47% of all complaints linked to this issue), followed by customer care (32%), products (8%) and charges (7%).

Chapman-Hatchett discussed three scenarios that led to complaints and guided delegates through different considerations in each case.

The clinical adviser encouraged delegates to think about how they present themselves in practice.

“When people walk into a practice, they don't care whether it's your first day, whether you're the optometrist or front of house. Whoever you are, you are the face of the practice,” Chapman-Hatchett said.

He suggested that practitioners could experiment with looking in the mirror before going out to see a patient.

“Smile to yourself and get yourself in that right frame of mind – particularly if it's a customer who's difficult or who is unhappy with the experience they’ve had,” he said.

“If you walk out with your arms crossed, saying ‘What's the matter now?’ you're never going to get a good resolution,” Chapman-Hatchett noted.

He shared that adopting a positive attitude when going into a challenging conversation can help to shift the position of the person making the complaint.

“If you are thinking inwardly that you have an opportunity to work with this patient and make them into a practice advocate, your mindset changes,” Chapman-Hatchett said.

“The patient will become much more conciliatory to you,” he observed.