The Service Recovery Paradox
By April Anderson, MD, chief medical officer, Premier Physician Network
When things don’t go as expected and a patient or loved one is frustrated and upset, the natural inclination of the team is to avoid further worsening of the situation. “I should give them some space,” one might think. Having service recovery tools prepared allows caregivers to feel capable of handling these challenging situations with grace and can even increase a person’s satisfaction when compared to individuals who did not experience a breakdown in expectations. This phenomenon is known as the service recovery paradox.
Before discussing the reasons behind the service recovery paradox, it is important to review the essential steps of service recovery using the acronym HEART (Hear, Empathize, Apologize, Resolution, and Thank). Hear what the patient and loved ones have to say. This should take place in a setting appropriate for a private discussion, away from distractions and other visitors if possible. Empathize with the situation. Genuine empathy and reflective listening are important to truly understand what’s being said and get at the root of how expectations were not met. Apologize for what happened. The apology should reflect true feelings and encompass the breach of expectations. Next, explain what will be done to get a Resolution for the situation. This may be something simple to control, like mitigating uncomfortable surroundings by getting more pillows and blankets, or something that needs to be escalated, like an untoward outcome to be investigated, but explain what the next steps will be to make it better. Finally, remember to say thank you. This person took a risk to give feedback and receiving it will help improve care for our next patient while strengthening trust with the patient at the center of the team.
Why would a person who has had a breech of their expectations feel more loyal and satisfied with an organization after a service recovery than if no breech had happened at all? Marketing literature suggests some answers. After a complaint is made, people expect to be treated fairly and value being communicated with in a way that shows respect. The steps outlined above all support these ideals. After a service failure the individual has lowered expectations of the organization overall, and this is an opportunity to exceed those expectations by performing well during service recovery. If these lowered expectations can be exceeded, the overall opinion an individual has of the organization can rise as well. Finally, because health care is so personal for patients, the entire patient experience can provoke strong emotional responses. Again, the literature suggests that individuals with a strong emotional attachment to an organization are more likely to be satisfied with efforts at service recovery. Service recovery offers tools to allow caregivers to inquire about the patient experience with curiosity while honoring our commitment to understanding and demonstrating our values of compassion, authenticity and respect.
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