“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 complains1 Others who don’t report complaint+9 Total dissatisfied patients= 10 Other people they toldx9 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!

REL A TE The 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 Recovery Don’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 Recovery Do’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 Recovery Helpful 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.

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.