Turning a Bad Moment into a Better One

Service recovery made easy with “I can’t… I can… I will…”

Oh, the dreaded words of “service recovery.” How they make people sweat!

When people hear “service recovery,” they oftentimes assign that task to Patient Advocacy, Patient Relations, or any other department that typically addresses complaints and grievances.

Though those departments may be trained or equipped to provide service recovery, the truth is that everyone in the organization should be coached on how to right wrongs. That is essentially what service recovery is: righting wrongs. And it is most effective when those wrongs are addressed as close to real-time as possible because time is of the essence. The longer it takes to perform service recovery, the greater the likelihood that customers will experience growing frustration and question the quality of the service you are providing.

But let’s face it. Not everyone feels comfortable responding to a complaint. It’s uncomfortable, stressful, and time-consuming. We all have more things to do, right? And in healthcare, we have other lives to save, right? And though, at the moment, it may feel like a waste of time, the truth of the matter is that performing service recovery is less about “fixing a problem” and more about building trust between the customer and the organization.

Every complaint is an opportunity—an opening to learn and demonstrate our commitment to patient-centered care. When we respond thoughtfully and respectfully, we show we are listening, we care, and we are willing to improve. That shift in mindset can empower frontline staff to be more confident and engaged.

Complaints vary in degrees of severity, but all complaints have a certain number of traits in common. First, a situation is perceived as unsatisfactory or unacceptable. Second, the situation has caused an emotional response. Third, the complainant is seeking acknowledgment in the form of a response or resolution. The worst thing we can do is to dismiss their concern.

Knowing that there is a common structure to a complaint, we can create a standardized format to address them by being empathetic and managing expectations. (Insert a roll of the eyes here.) Easier said than done? Not really. But I won’t lie: it does take practice. It’s a service recovery tactic I like to call “I can’t, I can, I will.”

By using this method consistently, we’re not just addressing concerns—we’re reinforcing a culture of accountability. Each interaction becomes an opportunity to demonstrate to patients and their families that their voices matter and that we’re willing to take action. Small moments of service recovery often lead to lasting impressions of compassion and professionalism.