Human interaction isn't perfect. We make mistakes with our words and actions regardless of the amount of training or time we devote to not making mistakes.  That's a fact.  That's why service recovery is vital to your organization's service culture.  One hospital I once worked with thought that if we did well enough up front, there would be no reason for service recovery.  I believe the C.E.O. actually even went as far as saying, "any monkey can take a complaint and apologize." when addressing the leadership staff of the organization.  He's now out of a job.  He simply didn't understand the power of words and deeds and completely didn't grasp the urgency with which we need to move when we receive a negative comment from one of our patients or their family members.

Other organizations go a little overboard.  While brainstorming with my team just the other day someone mentioned that a hospital in the Southeast uses balloons to designate patients who have previously complained from patients who haven't.  I guess the idea is make sure that they gave the unhappy customer even better service. But balloons? Maybe if we don't like what they're saying we can give them enough balloons that they'll float away.  That would be one way to solve the problem.  Another question: when will the people getting the balloons start asking why? How would you answer that question? Tough one I'm sure.

Still other organizations further trivialize the situation by giving away gadgets, gizmos and other stuff that's lying around the place.  A yo-yo or key chain with the organization's name on it might sound good in a planning meeting. (Actually it doesn't) But consider how the customer will react to something like that.  I think it would go something like this:

"Mr. Johnson, we're sorry we screwed up your appointment today. We're going to need to reschedule you two weeks from today. I know that you've went without eating for the last 16 hours. Boy, I bet you're hungry. By the way, as a token of our apology, let me give you a yo-yo with our clinic's name on it."  I'm sure that's going to go well.

Study after study indicates that for complaints of inconvenience, a token of our apology or a good will gesture is appropriate. However, the person giving it needs proper training and should have complete backing by leadership. This is simply something you don't want to screw up. Here are my suggestions:

1. Offer to remedy the situation first. "Mr. Johnson, I'm sorry that we've had a scheduling conflict and I apologize that Dr. Williams can't see you today.  I know this isn't your regular physician, but Dr. Jones has said he'd be happy to see you now. He works closely with Dr. Williams. If you're uncomfortable with that, that's okay, what would time would be most convenient for you and I'll schedule you now."

2. Offer a token of your apology. "Mr. Johnson, since you've taken the time out of your busy day and driven to our office, I'd like to give you a gift card to the local gas station. You are important to us so we can at least pay for your gasoline."

3. Follow up the next day to ensure that the patient is happy and that all wrinkles are ironed out for the next visit.