July 14, 2010
Doug Wojcieszak, Founder & Spokesperson
Contact phone/e-mail address: 618-559-8168;
doug@sorryworks.net
SORRY WORKS! E-TOPIC: CUSTOMER RELATIONS DEPT. & DISCLOSURE - GOOD OR BAD??
I received an e-mail last week from a former nurse who described how when something went wrong the docs ran away, and everything was turned over to the hospital's customer relations department where a 20-something kid would enrage not only the patient/family but also other docs/nurses/staff who were told to get lost and "customer relations will handle it from here."
I've heard this story before. I've read the canned letters to patients/families produced by these 20-something kids. Both laughable and sad. And I've heard these un-empowered 20-something kids try to explain how they think they're actually doing a good job. They've also tried to tell me how they apologize without admitting fault! Clueless.
Stop. Let's go backwards.
Such a system is designed to fail - plain and simple. Need to rethink.
Don't get me wrong, the customer relations department can play an important support role in the disclosure process, but that role has to be properly defined and designed to work with the front-line docs and nurses. Moreover, such customer relations folks need proper training and seasoning. Not to pick on 20-somethings, but one of the functions of customer relations is to avoid very costly and damaging lawsuits. Spend a little money on the front-end by hiring a seasoned person for such positions and save big bucks going forward.
From the 35,000 foot perspective, everybody in the organization needs to be trained on disclosure, especially those docs whose first instinct is to run for the hills. We need them as well as other caregivers to remain engaged post-adverse event. We need them to have great customer service pre-adverse event, and be empathetic with empowered customer service post-adverse event without prematurely admitting fault or jousting. Bottom line, docs, nurses and other front-line staff need to be in the relationship- building and relationship-saving business....it's their job! Moreover, we need to understand that most patients and families want their doctors and nurses to be working with them post-adverse event, not necessarily somebody they've never met before. There are times, however, when patients and families will be so angry at the doc they don't want to speak to that person, and in such instances someone else has to step in, but in most instances the doc (and nurses) need to be saving the relationship.
Customer relations staff members need disclosure training too - they need to understand how the whole process works, especially the importance of front-line staff building and maintaining relationships with patients and families. With this understanding, customer relations can help without - hopefully - getting in the way. They can help busy providers follow through on promises and rebuild trust with injured patients and families. And, in some cases, where providers have not built solid relationships or can't (or won't) save relationships post-adverse event, customer relations needs to be prepared (and empowered) to step in to save the day.
What we're ultimately talking about is your Event Management Plan....the how, who, what, when, and why of disclosure. And time to think about this stuff is now, long before any event happens. And we can help you think about it with presentations, formal training, and great content like the Sorry Works! Book. For more information, contact us at 618-559-8168 or doug@sorryworks.net.
Sincerely,
- Doug
Doug Wojcieszak, Founder
Sorry Works!
PO Box 531
Glen Carbon, IL 62034
618-559-8168 (direct dial)
doug@sorryworks.net
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