Opinion Cool thehothead If handled well, even hostile customers can be made happy, writes Dr AK Khandelwal Aggressive behaviour is a sign that the needs of a person are being unmet. The common triggers for aggressive behaviour are bad staff attitude, poor amenities, error or delay in services and lack of proper communication. All organisations receive complaints, but in hospitals, where we deal with human lives, complaint recognition and management are critical components of patient care. When handled properly, a dissatisfied and angry person can be calmed down and even satisfied. Alternatively, improper handling of the complaint can make a disgruntled person wanting to seek retribution. What should hospitals do? It helps if the hospital’s administration evolves an effective complaint management system. On receipt, complaints should be handled properly and acted upon quickly. The appropriate management of complaints, including their trend analysis (which points at certain deficiencies) helps improve the system. Approaches to handling aggressive customers The various approaches that can be adopted towards angry customers are: A. Passive It is based on the lack of respect for yourself. • Plead for behaviour to stop • Cry, walk out in tears • Become quiet and unresponsive • Play the martyr, take the blame on yourself • Give up, withdraw • Become inarticulate and blame the person for preventing you from talking. B. Manipulative It is based on the lack of respect for yourself and others. • Refuse to see the behaviour or minimise it • Try to change the subject • Seek third party to pacify the customer. C. Aggressive It is based on lack of respect for the other party. • Get angry • Blame others • Listen, but only to half the things • Refuse to move forward • Justify your anger. D. Assertive It is based on respect for yourself and others. • Recognise and acknowledge the behaviour • Accept the customers right to feel the way s/he does • State your own feelings clearly • Use neutral language and avoid blaming • Request a change in behaviour • Adjust your initial position to find something you can agree on • Stay calm. Guidelines It helps if the hospital staff observes the following while managing the situation: 1. Appear calm. 2. Avoid using provocative language. 3. Show empathy, acknowledge the concern and feelings. 4. Avoid triangular communication. 5. Avoid challenges and promises. 6. Request details and encourage reasoning. 7. Accept the problem and avoid defensiveness. 8. Expect criticism and dont get provoked. 9. Use active listening. 10. Respond only to what is said, not to what is being implied. 11. Start writing down an angry person’s comment as it often helps in diffusing anger. 12. Say no with empathy; when turning down a request, do so with respect. In conclusion Disgruntled customers provide you with a golden opportunity to show them just how important they are. Putting yourself in the customer’s position and doing what you would have liked to get done, is important. Deal with the customer first and the circumstance second. First resolve the human, emotional situation, then the practical one. Speed and spontaneity are essential in diffusing the tension in such situations. The quicker the situation is dealt with and the fewer people involved, the more the chances of delighting your customers. 8 Healthcare Radius December 2012 Dr AK Khandelwal is medical director at AnandaLoke Hospital & Neurosciences Centre, Siliguri, West Bengal
Posted on: Sat, 10 May 2014 21:37:27 +0000
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