The Value
of
Apology
Across the UK, we’re not very good at saying we got it wrong. Although extreme, the tragedies
at Mid Staffordshire NHS Trust are testimony to what happens when complaints are ignored
and spiral out of control. It is possible for complaints to be resolved early on, but from small
doctors’ surgeries to large local authorities, organisations often fail to grasp the value of a
well-constructed apology.
R
ESEARCH FROM QMU’S
Consumer Insight Centre shows
that there are real benefits for
organisations that fully understand the
power of apology and that put resources
into developing effective complaint
handling procedures.
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QMU’s Consumer Insight Centre is a
leader in the provision of ombudsman
and complaints handling training to
organisations in the UK and internationally.
The Centre’s academics have developed an
QMYOU / Sustainable Business
innovative
masterclass for
forward-thinking organisations
that understand the merit in improving
complaint handling. ‘Managing Complaints:
The Value of Apology’ is a one-day
masterclass that is delivered at QMU or
at a location of choice. The course allows
individuals to explore the power of apology
in providing genuine and positive remedies
for complaints.
Carol Brennan, Director of the Consumer
Insight Centre, explained: “Providing
meaningful and lasting solutions to
complaints is a significant challenge –
particularly
in the complex world
of health and social care grievances.
There are risks attached to a failure to
handle a complaint effectively. Managers
and governance staff – in both private and
public sector organisations – need to learn
that a well-constructed apology can turn
around a troubled situation so that it has a
positive outcome for both the organisation
and the consumer.”
She continued: “Poor complaints
handling is a continuous source of negative
headlines. The Francis Report, published
in 2013, highlighted the need to avoid
formulaic, insensitive, patronising language
in apologies that would be more likely to
exacerbate wounds rather than heal them.