7.6 Features of effective responses to complaints

Complaints are more likely to be resolved, if the organisation’s response pays attention to the four key things that people commonly seek when they make a complaint – the ‘four A’s:

7.6.1 Acknowledgement

In many respects this first step is the most important of the ‘four A’s’ as it often sets the tone for the rest of the process. Having stepped out of their comfort zone to make a complaint, people want to feel that you’ve understood their concern and how the situation has affected them.

There is no perfect way to give a positive and respectful acknowledgement in all situations but some basic steps that can help include the five step ‘LEARN’ process:

• Listen – Genuinely listen to the concerns of the person without interruption. Look for the positive intention behind the person’s issue and behaviour.
• Empathise – Use your body language and/or voice to create an environment where the person can feel comfortable talking with you. Be conscious of whether you are feeling defensive and how this can be perceived.
• Acknowledge – Acknowledge how the situation has affected the person who made the complaint. Acknowledge where the service response was not the best.
• Rectify – Ask the complainant what a good outcome would look like for them. Take steps to rectify the problem.
• Notify – Notify the person promptly and regularly of the steps you have taken, or will take, in response to their complaint but don’t commit to things you can’t do.

Thought

A good acknowledgement delivered with respect, the right body language and tone will indicate to the person that you are not about to oppose them and that you see their feelings as legitimate. Acknowledgement is about validating emotions.

7.6.2 Answers

People want to know why something has or has not happened or why a decision was made. This is important to their ability to understand and process what has happened and to move on to resolving their concern.

Answers should include details of the event / decision relevant to the concern raised.

Answers should also provide information about organisational processes for further information gathering and communication.

7.6.3 Actions

People want you to fix or at least take steps to address their concerns.

Sometimes you may not be able to fix the concern raised but may be able to initiate actions that will assist in preventing it occurring again. This can be just as important to the person as it validates their concern.

It’s a good idea to agree to an action plan with the person who raised the complaint. The plan should include things like:

• What will be done?
• Who will do it and when?
• How will we communicate our progress?
• How will we check that things are on track?

It’s a good idea to then follow-up with the person who made the complaint to make sure they are satisfied with what action you have taken.

Thought

Actions often cannot fix the past, but they can show that the concern raised was taken seriously and offer reassurance that the issue is less likely to happen again.

7.6.4 Apology

An apology can either be part or the whole of the outcome people seek when they make a complaint.

Careful consideration should be given to who might give any apology and what form it should take. Whilst a genuine apology can be an important step in resolving a complaint, a poorly given apology can actually make the situation worse.

Some of the key elements of a ‘good’ apology are:

• Timeliness
• Sincerity
• Being specific and to the point
• Accepting responsibility for what occurred and the impacts caused
• Explaining the circumstances and causes (without making excuses)
• Summarising key actions agreed to as a result of the complaint.

Thought

A genuine and timely apology is a powerful healing force and a way to separate the past from the future, to put things to rest and get on with any new arrangements agreed to

7.6.5 Staff Training

Whilst it is important to have the ‘four A’s’ as a core element of your organisation’s complaints resolution process, in order for this to be an effective approach it is essential that staff are supported and trained to develop the range of skills required to provide these types of responses to complaints, and to work through the issues presented in complaints.