There is a variety of causes of patient complaints, including some that are outside the control of the pharmacy team, such as manufacturers’ stock shortages. Ensuring you and your team respond to these complaints in the best way possible helps to maintain a high level of customer satisfaction.

Complaints that are handled badly can have far-reaching consequences. Complaints may also be viewed as helpful, because they can identify areas for improvement. Consider that if one patient is complaining, it may well be that others are also dissatisfied, but, rather than complain, they simply go elsewhere.

Customer complaints are a sign of underperformance. Rectifying under-performance is one of the processes of clinical governance, and a simple definition of clinical governance is the recognition and maintenance of good practice, learning from mistakes and improving quality of services provided to patients (for more information on this topic see rpharms.com/support-resources-a-z).

Working out where potential complaints may come from will help you to prevent them. Causes for complaint may come from the overall patient experience in the pharmacy, the product purchased, how a prescription is processed, the interaction with people in the pharmacy or how a service (for example, smoking cessation) is provided.

In each of these areas, there is a number of factors that patients will consider and examples are listed under each heading below. Some of these areas are also included in the annual Community Pharmacy Patient Questionnaire (CPPQ).

The patient experience

Is the patient:

• Treated politely?
• Able to find what they are looking for?
• Offered help?
• Made to wait/queue?
• Able to speak to the pharmacist or appropriately trained staff?
• Asked questions in the right manner to find out whether a medicine sale is appropriate for that individual and their symptoms?

Is the pharmacy:

• Clean and professional looking?
• Well stocked?

And:

• Can additional needs be met?
• Is access to the store easy?
• Are hearing loops available?
• Is help available to ensure patients can be understood?
• Is everyone treated with respect and dignity?

Retail product

• Is there a full range of stock?
• Is everything in date?
• Are prices clearly visible?
• Once the patient has purchased the product, is it fit for purpose?

Prescription procedures

• Are prescriptions located easily?
• Are dispensing processes followed by appropriately trained staff?
• Is the waiting time reasonable, and estimated waiting times accurate?
• Are prescriptions handled professionally, maintaining confidentiality?
• Is appropriate advice given?
• Are items in stock?

People

The pharmacy team need to understand how to deal with different customers appropriately. Of course, customers should always be treated politely, with respect and professionalism. Remember that some customers may want to make a quick purchase, while others may want to stop for a longer conversation on some occasions. Individual needs will vary.

Service

• Are those providing the service knowledgeable?
• Does the service meet expectations?
• Is the service provided in a professional manner?
• Is signposting appropriate?

You may find it useful to spend some time considering each of the areas above and note areas for improvement. You can also use feedback from the CPPQ audit questionnaires.