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Use them to your best advantage
by Susan Keane Baker
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Having readily available
comment cards gives patients an opportunity
to share opinions with you whenever they
want to. Some experts say that comment cards
tend to be completed by the very satisfied
or the very dissatisfied. However, patients
who are very satisfied or very dissatisfied
are the most likely to tell others their
opinions, thus creating positive or negative
word of mouth. Shouldn’t you know what their
opinions are? Here are some do’s and don’t
of comment cards:
DO
Do keep the number of questions to a minimum.
Do ask if there is a specific employee who
should be recognized.
Do have a postage paid option for returning
the card.
Do use white or a pale color paper; use
black or dark ink.
Do make comment cards available where patients
wait. Consider including a comment card
in your newsletter and billing statements.
Do let patients know that you appreciate
their feedback.
Do ask permission to share feedback. "Please
initial here if we may share your comments
on our Web site."
DON'T
Don’t ask for personal information about
the respondent ahead of the comment. People
who don’t know whether they want to be anonymous
or not will hesitate, and may not complete
the card as a result.
Don’t rationalize that you can use a small
typeface because the size of the card is
small. You may be able to ask more questions
using a 10-point typeface, but you will
receive fewer completed comment cards.
Don’t ask two questions at once. Example:
"Were you seen on time and was the wait
what you expected?" Confuse them and lose
them.
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