“Doing it Very Right the Second Time”

Early one morning in Washington DC……..

What do you think the story will be when the guest arrives home?

Will this guest go back to the same hotel, given the opportunity? Would you?

But the story doesn’t end there

Later that day in her room the following letter is received along with a nicely packaged trinket.

Take a look at this letter. What do you see?

This is a full explanation of what went wrong in the hotel. The staff knows the cause.

The manager knows what it is like to take a cold shower and apologizes even though it was not her fault.

Urgent effort is made to correct what went wrong. Should be no doubt that the organization is competent and able to fix it.

Stuck on a plane Hot day No A/C

What passenger wouldn’t be upset?

As each passenger comes on to the new plane they are greeted by the same flight attendant who has accompanied them all along. She hands them a glass of ice water and says “I am so sorry. I feel really bad about this.”

Check your understanding

• Was the flight attendant responsible for the heat? For the computer problems in the plane?

• How did the flight attendant’s attitude and gesture affect the likelihood of complaints later?

What is Service Recovery?

Turning potentially negative situations into a positive ones.

YOU SEE IT

YOU OWN IT

YOU FIX IT

Service Recovery: How is it different?

• Service Recovery is proactive

– Only 10-15% of patients actually complain to someone in the organization (like the patient advocate)

• Many don’t think there will be a response

• Some do not wish to confront

• Many are uncertain about their rights

• There is significant cost and effort of complaining

Service Recovery: How is it different?

• A high value is placed on complaints

–Complaints are the gift of a second chance with the customer.

Financial Impact• Research shows that the 5-10% group of

patients who complain following a service failure will tell 9-10 others about what happened.

• 25% of patients told about the bad service will go elsewhere for care.

• Even in VHA there are financial implications when veterans decide to seek their care outside of the VA system, as the average veteran generates $2600 in revenue.

Financial Impact of a late clinic (10 patients)

• Dissatisfied patient that complains 1• Others who don’t report complaint + 9• Total dissatisfied patients = 10• Other people they told x 9• Total now aware of the dissatisfaction= 90• Of the 90 people now aware of the dissatisfaction,

22 people (25%) are influenced to go elsewhere.• 22 x $2600 = $57,200 potential lost revenue

ecognize concern

mpathize

isten

pologize

ake responsibility

xplain what you’re going to do

Then Do It!

RELATE Phrases• Recognize

– I sense you’re concerned about…• Empathize

– I can see how this (problem) must be frustrating• Listen

– Can you describe what concerns are?• Apologize

– I’m sorry that happened to you• Take responsibility

– Let’s see what I can do about….• Explain

– Let me tell you what I’m going to do to follow through.

THEN DO IT!

RELATEThe Art of the Apology

Why do patients seek apologies?

• When you apologize, you are apologizing on behalf of the VHA

• You may not be able to erase a bad experience, but as a VHA employee you show your commitment to your patient's needs.

• Remember: Saying sorry doesn’t mean it’s your fault. You simply are telling them that you wish it had not happened.

Service RecoveryDon’ts

DON’T:– Accuse other departments– Argue with the veteran. – Assume you know what the person is going to

say.– Lose sight of the veteran’s problem because

of sarcasm or personal attack.– Talk about patients in public– Forget that the patient is someone else’s

loved one.

Service RecoveryDo’s

Do Apologize for any inconvenience. Listen patiently; get the whole story Accompany individual to desired location Treat the patient as you would want a loved

one treated. Try to empathize and find things you can

agree on.

Service RecoveryHelpful Hints

Interruptions:

• If a patient says, “I’m sorry to bother you,” stop immediately and listen. Your next statement to the patient should ensure that he/she is not a bother.

Patient or family expresses concern or complaint to employee.

Can the employee resolve complaint?

YESPatient satisfied. No

further action required.

Employee contacts appropriate Service Level Patient Advocate (SLPA) and escorts/refers patient/family to that employee.

SLPA listens to patient’s concern. Can the SPLA

resolve complaint?

SLPA contacts Patient Advocate for Guidance/

Assistance

If necessary, Patient Advocate and SLPA will meet with patient/

family to try to resolve the complaint. Outcome is

communicated to the patient.

Patient Advocate enters into PATs, assigns issue code(s),

and closes out contact.

Complaint/Concern Resolved.

SLPA notifies Patient Advocate of any issues to be

entered into PATs

NO

YES

Service Level Patient Advocate Program

Service Recovery Wrap-Up

• We want the VA to be our patients Provider of Choice

• Employees are the key to successful service recovery.

There is ALWAYS

a way to be helpful.