Handle Complaints & Compliments with Dignity (and Less Work)
Running a GP practice or healthcare clinic means you will receive complaints and compliments – often about the same service, on the same day. The difference between chaos and calm is not how “perfect” your service is, but how clear, fair and consistent your process feels to patients and staff.
A well-designed complaints and compliments page, backed by templated emails and clear timelines, lets you handle feedback with dignity, comply with NHS standards, and dramatically reduce admin time. This is exactly what ClinicWeb sets up for practices: simple wording, realistic timeframes, and ready-to-use response packs so teams avoid retyping the same replies all day.
Why a Clear Complaints & Compliments Process Matters
The regulatory and patient-experience context
In England, the NHS Complaints Regulations and the NHS Complaint Standards require providers of NHS services (including GP practices and independent providers delivering NHS-funded care) to have a clear, accessible complaints process and to respond in a timely, fair and person-centred way.
For a modern practice website, this means your complaints and compliments page should:
- Explain who can complain and how (online form, email, phone, post, in person)
- Set expectations about what happens next and how long it will take
- Make reasonable adjustments so everyone can use it (in line with the Equality Act and WCAG accessibility guidelines)
- Show that the practice values compliments and learning, not just “defensive” responses
- Signpost to escalation routes such as the Parliamentary and Health Service Ombudsman (PHSO) where required
Handled well, this page does three powerful things:
- Protects trust when something goes wrong
- Demonstrates compliance to inspectors, commissioners and regulators
- Reduces staff workload through standard, reusable wording and templates
Set Expectations Upfront: Timeframes and Stages
Patients become frustrated when they feel ignored, not when they understand that a thorough investigation takes time. Setting clear, realistic timeframes is one of the most effective ways to reduce repeat calls and angry follow-ups.
Typical timeframes you can safely promise
Most NHS complaint policies aim for:
- Acknowledgement within 3 working days
- Full response within an agreed period, commonly 25–40 working days for straightforward complaints
- A commitment to inform the complainant if it will take longer (for example, complex, multi-agency or clinical complaints), and to provide a revised timeframe
On your website, turn this into plain language:
- “We will acknowledge your complaint within 3 working days.”
- “We will usually complete our investigation and send you a full response within 25 working days.”
- “If we cannot meet this timescale, we will explain why and tell you when you can expect a full response.”
Explaining the stages in simple English
You do not need to reproduce policy jargon. Patients want to know:
- What happens after they click “Submit”
- Who will contact them
- How they can provide more information
- What the possible outcomes are
A clear, patient-friendly description might be structured like this: Stage 1 – Local resolution
- You submit a concern or complaint using the online form, email, phone, letter or in person.
- We log your complaint and acknowledge it within 3 working days.
- A senior member of staff (for example, our Practice Manager) reviews your concerns and may contact you to clarify what happened and what outcome you are seeking.
- We investigate by checking records, speaking to relevant staff, and reviewing what should have happened.
- We send you a written response with our findings, any actions we are taking, and how to escalate if you remain unhappy.
Escalation – External review
- If you are not satisfied with our response, you can contact the Parliamentary and Health Service Ombudsman (PHSO).
- We should provide a link or contact details for the PHSO and explain that they are independent of the practice and NHS England.
Putting this on the website in short paragraphs greatly reduces confusion and staff time explaining the process by phone.
What to Include in Acknowledgement Emails (With Examples)
The acknowledgement is your chance to set the tone: respectful, transparent, and organised. It also fulfils key NHS requirements around engaging with the person raising the complaint and agreeing the issues to be investigated.
Core elements of a strong acknowledgement
- Thank you and recognition
- Acknowledge the effort it takes to raise a concern, especially when someone is unwell or distressed. Empathy and reassurance
- Recognise the person’s feelings and reassure them their concerns will be taken seriously.
- Summary of the issue
- Briefly summarise what you understand the complaint to be about, in neutral language. Timeframe
- Confirm when they can expect a full response.
- Next steps
- Explain what will happen now and who may contact them. Accessibility and support
- Offer alternative formats, interpretation or advocacy support where relevant.
- How to correct or add information
- Give a simple way to update their complaint if they remember extra details.
Template: Acknowledgement email
You can adapt this as a ClinicWeb-standard template:
Subject: We’ve received your complaint – [Practice Name]
Dear [Name],
Thank you for contacting us about your experience with [brief description, e.g. “our reception team on 3 January 2026”]. We are sorry that you have had cause to complain and appreciate you taking the time to tell us what happened.
We have logged your complaint under reference [REF] and a senior member of staff will now look into the issues you have raised. This will normally include reviewing your records and speaking with the staff involved.
Based on what you have told us, we understand that your main concerns are:
- [Concern 1, in neutral language]
- [Concern 2]
If we have misunderstood anything, or if you would like to add more information, please reply to this email or call us on [phone number].
We aim to send you a full written response within working days. If we find that we need more time (for example, because we need information from other organisations), we will let you know, explain the reason for the delay and give you a new timescale.
If you need this information in another format (such as large print or another language) or if you need help to make or discuss your complaint, please let us know and we will do our best to support you.
Kind regards,
[Name]
[Role, e.g. Practice Manager]
[Practice Name]
Using a standard template via ClinicWeb means staff only need to adjust a few fields: name, brief description, reference number and timeframe.
What to Include in Resolution and Closure Emails
Once the investigation is complete, your resolution email or letter should respond to each concern clearly, explain what you did to investigate, and show what will change as a result. This aligns with the NHS Complaint Standards emphasis on learning and meaningful apologies.
Key components of a resolution/closure email
- Restate the complaint as you understand it, so the response is clearly linked to the concerns.
- Explain the investigation process in plain language (what records you checked, who you spoke to, any clinical reviews).
- Address each issue point by point, explaining:
- What should have happened
- What actually happened
- Whether something went wrong
- Offer a clear apology where appropriate (a genuine apology is encouraged and does not, in itself, admit legal liability).
- Describe actions and learning (changes to processes, training, communication).
- Explain what this means for the patient now (for example, new appointment, medication review, direct contact with a clinician).
- Signpost to escalation (PHSO) if they remain unhappy.
- Invite further conversation if they have questions or feel something has not been fully addressed. Template: Resolution/closure email
Subject: Our response to your complaint – [Practice Name], ref [REF]
Dear [Name],
Thank you for your patience while we have been looking into your complaint about [brief summary]. We recognise that this has been a worrying and frustrating time for you.
You told us that you were concerned about:
- [Concern 1]
- [Concern 2]
To understand what happened, we:
- Reviewed your medical records
- Spoke to [e.g. the GP and reception staff involved]
- Checked our procedures for [e.g. repeat prescriptions, appointment booking]
Our findings
- For your concern about [issue 1], we found that [brief explanation of what happened, compared with what should have happened]. This means that [acknowledge if something went wrong].
- For your concern about [issue 2], we found that [explanation].
We are sorry for [specific impact, e.g. the distress and inconvenience this caused you]. On behalf of the practice, I would like to offer a sincere apology.
What we are doing as a result
- For you personally: [e.g. We have arranged a follow-up appointment with Dr X on DATE to review your medication and answer any questions.]
- For other patients: [e.g. We have updated our protocol for handling urgent prescription requests and will be providing additional training to our reception team next month.]
We hope this response addresses your concerns. If you feel that we have misunderstood something, or if you remain unhappy, please contact us on [contact details] so we can discuss this further.
If you are still dissatisfied after this, you can ask the Parliamentary and Health Service Ombudsman to review your complaint. They are independent of the NHS and can be contacted at [brief contact details / signpost].
Thank you again for raising your concerns and giving us the opportunity to improve our service.
Kind regards,
[Name]
[Role]
[Practice Name]
ClinicWeb can store versions of this template to cover clinical care, admin issues, access/appointments, and staff attitude, so staff only adjust the relevant sections.
Where Compliments Live (and Why They Matter)
Compliments are often under-used in GP practices. Yet they are a powerful source of staff motivation, learning and evidence of quality for regulators and commissioners.
Why you should actively invite and showcase compliments
- Staff morale and retention
- Sharing real patient praise in team meetings, supervision and appraisals recognises good work in a high-pressure environment. Balanced view of feedback
- Compliments help put complaints in context, showing patterns of what is working well and what should be protected.
- Evidence for inspection
- CQC and commissioners look for evidence that you listen to patients, act on concerns, and celebrate good practice. Improved patient engagement
- When patients see others’ positive experiences, it builds trust and encourages constructive feedback rather than venting on social media.
Where compliments should sit on your website and internally
On your website
-
A combined “Complaints, Concerns and Compliments” page, with a clearly signposted section for compliments.
-
A simple online form, with a tick box or dropdown for:
- Concern
- Complaint
- Compliment
- Clear text such as:
- “We also welcome compliments. If something went well, or a member of our team made a difference to you, please tell us. We share compliments with our staff and use them to help shape our services.” Inside the practice
-
A simple, GDPR-compliant log of compliments (date, service, staff group, brief comment).
-
Regular sharing of compliments at:
- Team huddles or practice meetings
- Induction for new staff
- Annual reports and patient newsletters
- Optional anonymised quotes on:
- Waiting room boards
- Website “What our patients say” section
- Practice social media (if policy allows)
ClinicWeb can help you set up a compliments capture form and a “Good news” section that automatically pulls through selected, anonymised quotes once approved by the practice.
Common Misunderstandings to Avoid
Several recurring misunderstandings create conflict and extra work for practices. You can address many of them upfront on your website.
“A complaint will go on my medical record.”
-
Clarify that:
- Complaints are recorded in a separate system, not as part of the clinical notes.
- Information may be cross-checked with the clinical record to understand what happened, but the fact of complaining does not affect clinical decisions. “I have to complain within a few days or it won’t be heard.”
-
Explain the general 12‑month window for raising complaints about NHS care (with allowance for exceptions where it was not reasonable to complain earlier).
-
Encourage people to raise concerns as soon as they feel able, but reassure them they are not expected to complain immediately after an upsetting event.
“Staff will treat me differently if I complain.”
-
State clearly that:
- Care is provided based on clinical need, not on whether someone has complained.
- Complaints are used for learning, not punishment.
- Where appropriate, mention that staff involved are offered support and learning too, which helps maintain a fair culture. “If I complain, I’ll get compensation.”
-
Clarify that:
- The complaints process is designed to provide explanations, apologies, and service improvement.
- Financial compensation is generally handled through separate legal routes (you can signpost to NHS Resolution or independent advice where suitable).
“The practice is refusing my complaint if they say it is ‘feedback’ or handle it informally.”
- Explain that:
- Many issues can be resolved quickly as “concerns” or “feedback” without a full formal complaint.
- Patients can still request that their issue is treated as a formal complaint under the NHS Complaints Regulations if they wish.
Addressing these openly on your process page and in your templates reduces repeat questions and escalations.
Accessibility and Fairness: Making Your Process Work for Everyone
An accessible complaints and compliments process is both a legal requirement and a core part of dignity and fairness.
Accessibility essentials (aligned with WCAG and Equality Act duties)
- Multiple contact channels
- Online form, email, telephone, letter, and in-person routes. Plain language
- Avoid jargon such as “local resolution” without explanation.
- Readable design
- Clear headings, good contrast, scalable text, keyboard navigation. Alternative formats
- Offer large print, easy read, audio, and translations where reasonably practicable.
- Support for disabled patients and carers
- Highlight that reasonable adjustments (e.g. extra time, interpreter, BSL, advocate) can be arranged.
Fairness and inclusivity
- Make it clear that:
- Anyone can complain: patients, carers, family members, or a representative with consent.
- Complaints from children and young people are taken seriously and handled in an age-appropriate way.
- Consider adding a short note about independent advocacy and how to access it locally, especially for vulnerable or marginalised groups.
ClinicWeb can ensure the page design and online forms meet WCAG guidelines and are usable with assistive technologies, while keeping wording supportive and non-intimidating.
ClinicWeb’s Templated Response Pack: Less Work, More Consistency
Many practices intend to improve their complaint responses but struggle because staff are busy and wording is reinvented every time. ClinicWeb’s approach is to create a templated response pack aligned with NHS Complaint Standards and tailored to your practice. What the templated pack can include
Website content templates
-
Clear, patient-friendly copy for your:
- “Complaints, Concerns and Compliments” page
- Online form questions
- Accessibility and advocacy statements
- Timeframe explanations and escalation routes Email and letter templates
-
Acknowledgement emails:
- General complaints
- Sensitive issues (e.g. end-of-life, safeguarding, discrimination)
- Holding emails:
For use when an investigation is taking longer than expected, with pre-approved wording to:
- Apologise for the delay
- Explain the reason (e.g. awaiting external information)
- Provide a new expected date
- Resolution/closure letters:
- Structures for clinical care issues, admin/access issues, and staff attitude, each with sections for findings, apology and learning.
- Compliment responses: A short, warm thank-you email that:
- Acknowledges the compliment
- Confirms it will be shared with relevant staff
- Obtains consent if you wish to publish anonymised quotes
Process diagrams and prompts
- Internal quick-reference sheet for staff:
- “Day 0–3: Acknowledge”
- “Day 3–25: Investigate & update”
- “By Day 25: Respond or send holding letter”
- Checklists for practice managers:
- Have we logged the complaint?
- Have we agreed the issues with the complainant?
- Have we considered reasonable adjustments?
- Have we documented learning and actions?
By standardising these elements, you achieve:
- Fewer errors and omissions (e.g. forgetting to mention escalation routes)
- Faster, more confident responses from non-clinical staff
- A consistently respectful tone even under pressure
- A clear audit trail if a complaint is reviewed externally
Case Study: Turning a Pain Point into a Strength
Consider a medium-sized urban GP practice receiving around 15 formal complaints and 40–50 informal concerns or comments per year, along with a similar number of compliments. Before
- Complaints arrived via email, handwritten notes and phone calls with no central log.
- Acknowledgements were ad hoc and sometimes sent late.
- Different managers used very different tones and structures in letters.
- Staff dreaded dealing with complaints and worried about saying the wrong thing.
- Compliments were occasionally mentioned verbally but rarely captured or shared.
After implementing a clear process and ClinicWeb templates
-
The website had a single “Complaints, Concerns and Compliments” page with:
- Simple explanations of the process
- Online forms for concerns and compliments
- A consistent 3‑day acknowledgement promise and 25‑day response aim
- Staff used standard acknowledgement and resolution templates.
- A monthly “Feedback snapshot” went to the whole team, highlighting:
- Key themes from complaints
- Concrete changes made
- Two or three anonymised compliments Outcomes over 12 months
-
Complaints still occurred (and always will), but:
- Fewer repeat calls asking “What’s happening with my complaint?”
- Fewer complaints escalated externally purely due to poor communication.
- Staff reported feeling:
- More confident responding
- More balanced, because they also saw the compliments
- The practice used their feedback process as positive evidence during inspection, demonstrating a culture of learning and openness.
Key Takeaways
- A clear, accessible complaints and compliments page is essential for NHS compliance, patient trust and staff sanity.
- Set expectations upfront: tell people how to complain, what will happen, and realistic timeframes for acknowledgement and response.
- Strong acknowledgement emails should thank, empathise, summarise concerns, confirm timeframes, and explain next steps.
- Resolution/closure letters need to address each concern, explain findings, apologise where needed, and show what has changed.
- Compliments matter: capture them, share them with staff, and show patients that positive feedback shapes services too.
- Address common misunderstandings directly on your website to reduce conflict and unnecessary escalations.
- Build in accessibility and fairness, offering multiple routes to complain and reasonable adjustments for disabled and vulnerable patients.
- A templated response pack from ClinicWeb saves time, improves consistency, and embeds best practice into everyday workflows.
Next Steps
If you are reviewing your complaints and compliments process for your GP practice or healthcare organisation, you can:
- Audit your current website:
- Is there a clear, easy-to-find “Complaints, Concerns and Compliments” page?
- Are timeframes, stages and escalation routes clearly explained in plain English?
- Review your email and letter templates:
- Do you have standard wording for acknowledgement, holding and closure responses?
- Do they include apologies, learning and clear next steps?
- Check accessibility:
- Can patients with different needs (language, disability, digital access) use your process?
- Are alternative formats and support options mentioned?
- Decide how you will capture and use compliments:
- Do you have a simple log and a way to share positive feedback with staff?
ClinicWeb can help you create or refresh all of this – from a compliant, patient-friendly web page to a full templated response pack – so your team can handle complaints and compliments with dignity, confidence, and less work.