STRKl'EGY

.INSIGHT

Complaint management:Key to healthcare set-ups

OR A)( KHANDELWALMediQlOi~tor.AnandaLoko Hospital ~ndNeuro~clence., Centre

Dr AK Khandelwal, MedicalDirector. AnandaLoke Hospital and Neurosciences Centregives insights on the importance of handling complaints effectively to maintain goodwilland reputation of a health care organisation

Inthe pl·t'_'1~tll "rlyatehealthcare industry, han-dling of con~um('1' oom-plaint!! lit .,r ptlrrtlllOulIl

impol'ttll)Ce due to the radicallychanging scenario of relation-ship between the threestakeholders,

Comjurner AW'U'enc5.' h,,!Im'n-'l_!lcrl due to 11".Cnrt..'Iulnel'Protection Act and judicial A('-

tivio:rn hA\'C Ill<:o eonr rihuh·d~!f(nin(:;lnt.1y In (lmpoweriJlg theconsumers. Needless to say, inthe present.era of compcution.heall.hean: ()rgllni$alion$ arebecoming mon: rw;t()ml'roril'nlcd a.sp"Iti('nt S3LisftlcUoni:s in<;I'\!l):linllly Ill'lining ret,'(lllni.Lion3$ 3n important businessPf"()(.'C3'&' It j!Co no'on~r ('n<)lljthlA')f!tutUI'P.that. patient.!! are sim-pi)' aat.isJied; rather lW"ruthClIrtOr'J!<lni:SiIUon$mlllStnlw $trh,.to j(UiU111l!.(>(' cUJqOtn(!r M'rvic('

exeenence in daily opel'3tion!,.Complaint.!!provide orgal1i·

sations with an opportunity toidf'ntil'y common (ailure pointsin the service that in turn('na"I(' the organiwljon toimprovf' thn qlli'lllly o( health-care delivery.

Mlln~8"ing (:nrnpl~lnt!t w ..II~"Quld l)(llh(' l':()rnf!~t.otte of anorgtll\tslltion'" cussomer-setts-faction strategy. But timel),and appropriately complaintmanagf!ment.praclkes seem toelude muny or~l'InisntIOfl$.M(),!lt (:uRtomC'r!l are llil'l!!ai.lll·ned .....'ith the wa}' t.heir com-plAinl.~ lire hnnd!('rI.

Need for complaintmanagementThe private bealebcere indus-'l'}' is living through M era ofcompetition, communiClltiontechnology, l':(IlI~UlIleraware-

I

-Managing complaints well should be thecornerstone of an organisation's customer-satisfaction strategy. But timely andappropriately complaint management practicesseem to elude many organisations. Mostcustomers are dissatisfied with the way theircomplaints are handled

of money and repuseuon.however most dissatisfied cue-tcmers do not complaint '" 'Thesame research indiClIte$ thtltcustomers who hOlve tll'c'd nnOl"Rani~1tiOn~" (!(utlJ}l;lll1!~proN'<ture (H!l that they haVE" beentreated properl)' and ere likel}'

to remain more loyal to t.hecompany over the long termand provid(' a posttfve word ot.mOil'! 1'(:\ icw to th('ir ltl"qu:llnI;)O('(!!I.

di.$$iIU$f'lOO customers erenl) 11'1n~1r~LriCU>d to W()rd·o(·mouth comments abO\lt~omplll'lir_~ to ..he-Ir-tW\f(hbc>uJ'/tand acquaintances. Thc}' cftnnow publicist the'ir complainttltnKaghdilTCI'tnl m('fllll f'tIJ>idl~'lind t:lIUJ;('irN'pl'll"fJhllldllmog<':

10 !ho hl)~piI.lIl·!I. irn~Ke.Need-lC'lt.!1(I') I'<llY,eJ'ror!l. misunder-!luuxti ng!!, client dissati&!actionand unexpected problcm'toC('ur in 1\11 IIclmil'li!l.lrauve!lY1ltflln!l. but they can aboadverse')' 1IITcrl t hr- or)tnni.!ll'tion'.$ r('pUblt!on lind hit thentl:'l!W'i:'l1 bouorn-line.

Litigation: A dissati$fit'dcustomer often resorts 1.0litigation, Timely ;andlI"pr(Jllrint~ r-amplrdnt man-

Augus1201d.

EXPRESS HEAlTHCARE54

Competition: Complaintbandling should matter tohealthcare organj&atiom~ in a("Ompct.itive ind1lstry. R4.'$('nrthindlcnl(,.!$ lhnl ,'1~rvlC'e (llUUI"f'

cost organisations in termsFinanciallo!;..'1: In the presentera of inforllUl.tion technology,

• J

STRATEGY

agenHmt CAn Jll;lgnincanU)'",duN'lhlptloul

Quality Impro,,~ent:AuHl.ft\of'ftt nlll)njtoring andf'xpJo,..U(Wl or patient com·plain'- aM petlent aati:Qc:Uon<In''''' p",."dt an indicator oft"'"quality or (,,,,,to lind M'ln~ribute

• " "llnl(',,1 cart improvemenl~lr"l,.f"fI'lf' ft.. well Rl! pro\;de11eallh('",.. rOIl'lUllu!_rs' inputinl n irtll)rnvlOment of healthC111'f' .. Mct. lind d4'U\'('ty U

Who! Is. compllint?A C'IO'mphlil\.b; dfoftnfd as. -An)'~ntl nIcbNatufllCtion~.. ru'Ilnm.r Or pot ..nUal nI.!I--

remer .~Il 'Il'rvlre d~'l"CYby'hI' nl'Ranlalltion or ill! ~erviN"l~rnvidfn.lI.ndJor Ilbout.orgruu·!lallon 1"01ky,"

1'hr ,lIm.-""lon5 or patientUt.15f.(·! Inn ndude art.-or-('Ar"e

(carini .1tltude); tt"('bnje.1quality ftC '-.1'1'. acces.sibility• nd MnWNen«; rU\&J'l(.'1!~(abUn,. to PAr ror ~);pbytir.1 en",lronment~ avail·"blhty; <:ontln\li~y or (::In- pm·cae)' .ntl OIII('tlme or C3J'e.'

C':nltt"lalnlll raw: In "Jll;huly,' h Will revealed dUll1hf'1"fI""'coreI,4Z ('umpl.tnlA pt"r1000 patlff\lt Anothf'.r studytfW\'f>altdUtal !"alA' of com·plal.nt. ... IJ! pI'r 1000(l('C"W WW\ (1(. ~

Types of complaints;\n.ly.l" or pllUt"n~ aur.·cYlicarrlt'd out In Ut·rm.nny, ~w(l·den. Swll'l"rllll,~I. t"(lUR, audlhe liS In I9IUt tnOO in a studyr('\'cIlINt Ih'll I'roblews \\it.hinr(ll'n'tnllnn and educaUon,conrdlnalWlon of cue. IT-!pectftw patl"ntt' p~fcr(oncft, t'mI)o

tiONI ,"1Pf'"t'1.. p~kal ~(OrLln~~ntof&unAJandfriendt, and C'onllnu1ty andtr!Lnlll jt1n ..... ,.. prevalent in aUti.." f'OlInlri","

In nunthf'I·ltudy" tbe m~r('nll'f'. Inr romplaint.s Wen!:

('omn'uoICIIIIC)n~ Poor attfl\t.i()n.d~,",~,-

Attf1. 10 hf'allheare:~ot~nadcoq ... ,. *'r'\iCf'. tft31-"".~ df'la)'l

'l'r'to.tmf'nt: InadequateIn-.'Itmf'nt tlnd nursing cart!

Do all customerscOI!1JlI.ln?T..itf'Mlturt ru~·elil. thtllthe complllinu .('luaUy rf'-('('iwd hy "'f'lIlIthc.re organisa·

Uon. IIrl'l only Il tip or t.hele ..~r" Consumel'~ in lhl'hea.llht' .... Indu.!'!L!,)'are reluc-tant 1.0 f'Oml)Wn btoeaU&l' theyrcal' 'hal they may receiveloa ..r If'rvke quahty if .nd.tuon tN M>td for (l1'U~(aN"

an ... , Thh I. unrnrtun3tf',""(Of' C'ompJ.lflta .re impor.Itlnt U. h.altbf:'u·(' prvvlcff':rft.The ml\jorlt.y .,r CU!ltomer5who lin complain to Ih ...prcwldfr about some .~('r:1 nr"""lef 1I('1'.nlly ",111U!M! theHr.·In> pNwldeTagain ifthc)pt'n-.'Iwo 1M complaio' u be-in. ".'-OIwd

~~ancxpniql)nfl'O

lhotlld \.11(1' Inltlative!. tof'n('(I·II'II.~ customers to file'thl!lr complnlnl'l it thf'rf" arl'an)' rh ..rn ",(' IleVerai 'o.'1o)'S inwhll'h II I1CDIUlcare org"niSIilion rlln f!ncouTagt' l.be ('on·..urn",. t.o,h-~ lhcil' feoedhlt(""lt.• Pall ..nb. and lamilies $houid

\)II! IntbnMd _\he t'OmPt.lnl~prot"eM.thellnwof adm._iOn.

.''-tlolo"t handbooks can r.ro·~df lnJormllU!Jn C)nth .. ~m-rlllint mUnftRement pnx:c .. ,wUt!,. contllctnllmbcr.

• HMplt~l.hould ..n~u",Ihllt.thll cutton-.('r ('1\1'('1 omeer vi ..I~ ('\'fl")' p.Ut"nl :tnd theirfamlJ~ .nd ('Om.munkatft1M h<IIr!laJ"rommitmem to....,.,f.'" fxffiience and In·rhld .. a (U.!tOm."~ U-Mn>h~llfI(' nliMoor.

.1'OlltI'lNi that en('our~(' plltlfnta to C'xpre,., oompl:.lrtllland cone'''''n!! ("".lInbe placed InIh" hnllwnytt, with a eont.llctI.(>k"hotl«l number listed.

• Pn!!\u't' that coooplaint.s cnnh4> ao!kh.ed from palknluu.facuon cun"'f')"t thai aN'",alINt 10 p.:Itif:nts afte-rdi~

Five PI of complaintmanagement

A t()!nplalnt managementJeyll.lfltn IIhouJd be builL on 1111Ihf' (1'I1I1'I\\1ngfh-e ett'meni.&.• Priority: ibp m.na,~mf'nl

Aheould Il\'c lOp priorlly 10t"Ompl.int. m.a~ment of..... ltht-:u·. r'Kipienu.. Thi..hould bc percolated andil'lt"lral('tI .. ilh the organi!a-lion'll opPn\tional s)'8t('m.Filth IItAn Mould ..... hM'I-hIl111mf'l)'and appropriatelym,.n ..g~ment will cnhtlnN'.the rtput.t.lon of UtI!orpn, ... llor\..

.1)rlr.oll.I«I8: A C'Omplnlnl.manllftment .y_'~m muM be!Implf'fTW"nted on the prteet-pi". or Calrneaa, accessibdJty.t'NIp(InIIi\'mtN and ~-rl('irnry

• ,,"plf: P'floaoos de$iJ:ftII~f'dtOf" C'Omplai.nt maftll~nl

mUtt be p1"Onc:M-nl in thf. toft.'kllfll I'f'quired tee complaintmanlCtmenf.. ~r pl'rrGnn-anN' .hnuld be monitoN!d""11 continual improvcmrnt.houjd b<' ensul'c:'d.

• 1'n)('M'11t .hnu'd perlonn inIhI' foll(nlling manner

• A«<pI.A...................

• Prob).-m .0.1)"1'-': Allc'nmpfalnta should h"ftl\alyatd by mnnnAt'mf'ntI(){ll,,!

• Rt)C')tCa.use Analysis.r;\\'by An~is

Adv.nt.c .. of complaintm.nogement"....,.....-riouIy""" .plAmt truon.lt!'meftt p~",lin)' adl,-ant~ (or a ~_'Ithc:.,. Ol'j[llnbaUon. ComplaintanrlMc.ll"IdJrect.infonn.at.ion fromIhl' h(!Althca.rc recipit'nl IIhoutPMf' ,l'Irvk't dc·Ilvt'..ry lind dl'n·clfncy In rnf'thoct'l, machlnp.mllerl.I •• nd ~km of person ••Top mann.ltf'tnl':nt should UllethisIn~n to the .dvan-lap of t}woir otpS'Ii.sation.Rtmtdr to • compilinanc~Tlmf'ly and appropriate- rem-i"dy "hQuld be- providedrmpro"~ bllwint"8 pn')C"I'!UI:

Assessment.monitoring andexploration ofpatientcomplaints andpatientsatisfactiondata provide anindicator of thequality of careand contributeto clinical careimprovementstrategies

C'f)rnlllllinWl should be u.ed toIdtntlry dend~,"t:y, analYII@C'.'I.t<Il, dl'l~'e)op solution. andImpk-ment them to impf'O"otf.-........... """'"'"BuUd cUftlu'IO) .. hy: 11.rnf'lyInd appropriatt1)· ft'ImJllalntm ..n.jltmt-nt mak,._. 'hf' ("1.11.

tnmf'r moee 10)·aJto the he...I'I'!·Cart O"~llIul)n

Quality dimensions ofcomplaint management(StOU$$ and Seidel (19911)• Adequ.cy/fairDt'55 or ,I'll"!

aut(.'Gmt'.: Bo\b the p,-ob't'fft.alutioo and raime-fLC or aft)--• AN"f"'I.': P.a!'C' aI nndtnll com-Jl('t4!nt rontac, ))trion

• Frlendllnes!I: r.,lltPtlflP,('ourl('~y, communication,.1)'1,.

• EmpaUw. WUlingnt''OC ~ lJllt~tht C'UlItomCN' p~'rllllloN'lI\'1'"tnclu4ing underst.aDdinc th~t'I.I.!Itnme:rs· annoya~

.lDditlldu.r~ approadt Ib""","(!bini h:udtq.

• Vllible effort to .01_ Ih,.proh!"m.

• I\c'U"e feedback.. inc-hidIngnotification lIbc>ut I.r(l('.,.dui't6, dclilY!Iotuwi deei~lnrut,

, 1(("lIl1hllll.)': K"pph,Cptornl4r.lt

• Speed otre!ipOuw. Rf.aetionlocomplai.nl and ~titln

ManacementresponsibilityTn,t management abo'ild M1'@'lponsible ror mrlnn.lfl~ II~"complilllni h:lI\dlifl~ "Yllten,'I'M. I)t'\r,.ot'l·~ respnnalbllltit.Mould hw-'udethe (oUowinrftromotlnl{ • poal'hflt:u1tu.re: The- complaintmanor«-'" ....In....w.t.r.o' ofthronllnlplairll ha.ndIin,:'_Am .nd promote- a po<I.tl\,f'

eultu~ thl' vaJue.! complainthntldlinft. They should bethtl I"Oml)laint 'chnmplon'.(lrl"uring that. reeo\'cry ot 1hnpllllt'nt ip. the goal,fnll':j{raling complaintIn(onnalion: TtH- <'OlYIplainlmanagt!r MouJd I,wo Im·oh....d In.u tIff.tina makin, ~ ...of tompb.mt ~ft'Iof'n'.H. .bould partidpalf' inf'\'lili.I!lI i~ the existir.g !)'Itf'm,df"lCll[ning the new s)'strm and1t",lmplpmor.ntation.fl'nllnwlng up: Thl' l'Ocu,,11I1111InAnnier should glVf' f'coNlbnc)cof III ,In:nl!;lh!lo. 'A' .. tlknf'II~';opt'QrtunitiH .nd threat.t of

thp complaint m.fU~I(C'll'('In\

."..."..Inrorm~ top muaC'C",f'lll:TOp maMgl!'ment should f'n!II.I'"lha.t \be- com;llaint n\II~--~--pnctka, regubtty ""'"' thtorpni$3tlon" Olm-pblnt hI,n.dhn« t'I)'!Ilem and pvtielpllt .. lneompfllinth':lfld'l~

ConclusionComplaint mnnllRMiW'flt ean bt('N'('C'lIVf! in I'f'MlvJng. problt'mbr>ft'll'e it beeomes ....'tl~.

~. remed), to a , 1"'111..ito has fiI.lfIton!d diMctl.lI.nUII",.......... sood ",,-,-_ ........Ilh=o_.u.lI.tit)fl and the br:.lth""1'1"I'f'ClpienL

<.:nmplAhtu al.50 P~flf!~ndes with inlormllll(ln (11)00\th" bcaltbClll·C Ol'Ml'Inl~1I(ln'l'\;-e~~nd 'll"NW d...II,,'tf:\,fauJU. 1I05})i!.a1 manl\Ct'l"lMnt_.....- ........m_~ and 1M I.....,..'"'-rnl (rom the compWI'l"Mould be: used to im-pnt\'1' :hf!butlne,..pr-oa!M o(the orpnl."Ilion. It abo belp' in bullrli_1'\l( IIh~a1t.hl('r rO\ln(lJni(ln, Atn'lnp'b!'Md \,itlll(' and avmdinglt'(!'"'pcnAllll'1t.

Ref~ncesI (StQII#., B o:'fd SnIIotIn'.Arif1()l}tt004}~pIoVl' \f.vttJIr"'fCIt /"n;fflo#1l.btor..-INtI"ftJ...,pltllnl l"t41tQ/l'tn kM'!'-

.\f(JfI~ SmJicr q,.nJi1y. l.t N'i)t., .,. 147·/562.~·t{flI~$.It. (Jlttl S4'idl'l.W (t(]() I)C!)mpltunt ItfontJg6111tnl ''II,./11"01'( (II CIUt!~t)1"tI01f. Plwn!u. USA,)., r",mo-KiJpill. l~",hnI'P'ltJJ,PfltJ.Mt aJt4foa- 111411 t...mto4f(Ir 0/IItr qvtZIity t1{1ftII"I.1/fI to'""'''~di~./otmfoJ 01 ,'·UfTl,., R,.'Mr'C1t .f- CunnI SII/d." ,vA l'rd i Norden t!Y.J2;/Zf~4,,·Z;:'4. fkndafl-(JJO!f D. J'tJu (1',' rT•.'TYt1! mle af CfJmpl(Jinl tIItrf/tlA't'·

ntl'ltt in lne $(''1'/('1' "'n/lV'ry

proer:.1..c, Joint. cAmml.l~c'l'w,11)/11'·

"a} 1m QIIDlil.v ImI'MI'f'>ff"ntIOOl.z;(6)z;H M$. IIbrr'( 1lrJritoJ·.·hw,A. ~'fNa" A 1'JI.t .Vt(Jl;tlf'f""'" .IIdA!n~afl\!lrmtSct~tlnl1. A R~_wofIM[;JI''"tun,/1m(I ToylorVI\t lVol{t,RR, lam·I'M" 1M,: AnQly$i.~(lf ('()mplolnttlodged hy pol(''nf.~ntU'"d{J1I VI('·tJ)rirUl h(p(1i1nl$" 1.9.97·100J,/ofrdJ "'us' Zf}()l.jui:; /Rl(/'. ,'l.1.1:

UPRESS HE.WHCARE 55