Every hospital has unhappy customers. The question is not if you have them but what will you do with them?
Every hospital will have disgruntled customers from time to time. But instead of letting the situation create bad ill and tarnish the brand, the situation can be used to show how your hospital cares and even build brand loyalty.
Based on consumer satisfaction research, an article in The Financial Brand listed the expectations of customers once they have issued a complaint. The list is important for hospitals to understand and use as a guideline for dealing with angry customers.
Customers who have issued complaints expect to:
- Receive an explanation of how a problem happened
- Be told how long it will take to resolve a problem
- Be given progress reports if a problem cannot be solved immediately.
- Be given useful alternatives if a problem cannot be resolved.
- Be allowed to talk to someone in authority.
- Be contacted promptly once the problem is resolved.
- Be called back when promised.
- Know whom to contact in the future.
- Be told about ways the customer’s situation might be used to prevent future problems.
It’s important hospitals address customer issues and fulfill the expectations listed above. Unsolved problems have a particularly negative impact on both continued loyalty and word-of-mouth recommendations to others. Dissatisfied customers tell far more people about their experience than do satisfied customers.
So it’s imperative to deal with customer complaints and use the opportunity to turn a negative situation into a positive one. One that can actually build customer loyalty.