Why improving customer service in GP Surgeries is essential for patient care in the UK
The importance of excellent customer service is now paramount in every field, from retail to hospitality. Yet in healthcare, particularly in GP surgeries in the UK, there remains significant room for improvement. As the first point of contact for many patients, a GP surgery should offer not only medical expertise but also a caring and supportive experience that puts patients at ease. Here are some reasons why investing in customer service could transform GP practices in the UK.
1. Creating a supportive environment for patients
Contacting or visiting a GP surgery can be a daunting experience, especially for those who may already feel anxious about their health. Frontline staff are often the first people patients interact with, so a warm, welcoming, and professional approach is essential. It’s important for reception staff to acknowledge and empathise with each patient's situation, creating a space where patients feel supported from the moment they make contact by telephone or walk in to the surgery.
Tip: Training receptionists and administrative staff in empathy and communication skills can make all the difference in helping patients feel valued and respected.
2. Reducing patient frustration with efficient service
Long wait times, difficulty securing appointments, and unclear processes can leave patients feeling frustrated and disillusioned with their GP surgeries. Improving customer service means addressing these issues with transparency and efficiency. Informing patients of expected wait times, offering online booking systems, and providing clear guidelines on appointment scheduling can help patients feel more in control of their healthcare.
Tip: Streamlining processes and using digital tools to manage appointment bookings can reduce pressure on reception staff and create a smoother experience for patients.
3. Strengthening patient relationships and trust
Good customer service is foundational to building trust. When patients feel that staff genuinely care about their well-being and will go above and beyond to meet their needs, they are more likely to follow medical advice and return for future care. A positive relationship with a GP surgery fosters continuity of care, which is essential for managing long-term health conditions effectively.
Tip: Listening to patient feedback and making visible improvements can strengthen this bond of trust and show patients that their voices matter.
4. Reducing complaints and miscommunication
Miscommunication is a common reason why patients may feel dissatisfied with their GP surgery. Often, issues arise from misunderstandings about services offered, eligibility for appointments, or expectations about waiting times. Clear, open communication can help prevent these misunderstandings. Moreover, positive customer service can de-escalate complaints, offering patients a constructive outlet for their concerns.
Tip: Train staff to provide clear explanations of procedures and services and encourage them to ask patients if they have any questions.
5. Making reception staff more confident and satisfied in their roles
Effective customer service training doesn't just benefit patients; it also helps staff feel more equipped to handle challenging situations. By empowering staff with tools for better communication, empathy, and conflict resolution, GP surgeries can foster a more positive working environment. Satisfied and confident staff are more likely to provide high-quality service, which in turn creates a better experience for patients.
Tip: Regular workshops and customer service training sessions can help ensure all team members are prepared to meet patients’ needs with confidence.
6. Adapting to modern expectations
In today’s digital age, people are used to efficient, convenient service. They expect user-friendly websites, online booking, clear communication, and courteous staff in nearly every sector—and healthcare is no exception. To keep up with these changing expectations, GP surgeries must prioritise customer service, delivering an experience that is as smooth and reassuring as possible.
Tip: Adopting online feedback systems and digital resources, such as websites with FAQs and patient portals, can enhance the patient experience and align GP surgeries with modern service standards.
7. The need for GP surgeries to return to face-to-face consultations
Face-to-face consultations are essential for providing comprehensive, empathetic care that many patients simply can't receive through phone or video appointments. During the pandemic, GP surgeries understandably shifted to remote consultations to protect both patients and healthcare staff. However, as restrictions have eased and life has returned to normal in every other sector, GP's have been slow and it's time for GP practices to return to in-person appointments for cases where physical examinations and direct patient interaction are vital.
Remote consultations have limitations, especially for patients with complex, recurring, or undiagnosed conditions that require hands-on assessment. While telephone appointments are convenient and can remain an option for routine follow-ups, in-person consultations are irreplaceable for accurate diagnosis, holistic care, and building trust. GPs stepping back into face-to-face roles can restore patient confidence and ensure more thorough, responsive healthcare.
Conclusion
Anyone trying to access primary care in the UK often ends up feeling frustrated and disappointed due to the ongoing difficulties in securing timely appointments. The complex and sometimes opaque booking systems, long wait times, and limited availability of face-to-face consultations leave many patients feeling like they are navigating an endless maze. Even when patients manage to secure a telephone consultation, the lack of personal interaction can lead to feelings of disconnect and dissatisfaction, especially for those who require more hands-on care. This sense of frustration is compounded by the inability to get through to receptionists or the feeling that their health concerns are not being taken seriously. As a result, many patients are left with a sense of helplessness, questioning whether their health is truly a priority within a system that seems increasingly difficult to access.
Improving customer service in GP surgeries isn’t just about making patients feel welcome; it’s about delivering the kind of respectful, supportive care that improves health outcomes and builds trust. While there are challenges in implementing these changes, the benefits—for both patients and healthcare providers—are substantial. By investing in customer service training, communication improvements, and digital resources, GP surgeries in the UK can take meaningful steps toward a more patient-centred healthcare experience.
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