Anyone can become angry -
that is easy. But to be angry with the right person, to the right degree, at
the right time, for the right purpose, and in the right way; this is not easy.
~Aristotle
Lately,
I have been working a lot with medical practices on how they can improve the
service they provide their patients. While most of the examples I will share in
this column are pulled from this work, the concepts are applicable to each and
every business.
Among
all these practices, issues with angry patients seem to be a common thread,
which is not entirely surprising when you consider that patients come in
feeling poorly and it does not take much to set them off. Whether it is too much
paperwork or a long wait time, there are a number of factors that can increase a
patient’s frustration and incite their anger.
When I
first began working with these practices, I had no idea how extensive this
problem was but, as I spoke with the frontline staff, they named angry patients
as the number one problem they face time and time again.
Whether
it is a patient or another kind of customer, the best and most effective tactic
for dealing with an angry person is to show empathy for their situation. Saying
“These are just the required forms and you need to fill them out in order to
see the doctor,” just will not do it. A better approach would be for the
receptionist (the “director of first impressions”) to say, “I am so sorry to
ask you to fill out this paperwork again, but it will ensure our records are
correct so we can get you the best possible care.” The second statement shows
empathy and offers a logical explanation for why the data needs to be collected
again.
Even
though we can empathize with a customer’s frustration, it is never acceptable
for them to raise their voice or use profanity. If this should happen, your
staff needs to tell the customer that kind of behavior is unacceptable and warn
them that if it continues, they will be asked to leave. For obvious reasons,
you will also want to steer these angry customers away from your other customers
and talk with them one-on-one.
Unmet expectations,
in general, are the cause of most angry patient situations. However, a lot of
the anger can be mitigated by wording responses in such a way that you
communicate warmth and caring.
For
example, one of the most common inciters among these medical practices is a
co-pay that is higher than the patient expected. In a case like this, the front
office personnel could say, “I am so sorry that you were expecting a lower
payment. Do you have another means of paying today or would you like for us to bill
you? Which would you prefer?” A response like this puts the power back in the
patients’ hands.
I would
say the best direction you can give your staff about how to deal with an angry
customer is to call in the manager and allow them to handle the issue. Front
office staff should not be saddled with always having to take the abuse from
angry customers. These frequent beatings destroy their morale and their desire
to come to work each morning.
As a
final caution, avoid arguing with an angry customer at all costs. This just tends
to make the person even angrier.
Now go
out and make sure your staff is trained in handling angry customers. Frequent
and continuous role-playing activities are a good way to ensure they are able
to respond appropriately in the moment.
You can
do this.