Reframing complaints: From grumble to growth
16 July 2026
Written by Ajaya Bhogal-Todd, Senior Client Training Executive, Denplan
The vast majority of patients are more than satisfied with their dental treatment and journey; however, we must accept that complaints are inevitable. Whether it’s a grumble about a late appointment, a moan that you don’t have their favourite magazines in the waiting room, or even an outburst over the cost of treatment, seeing beyond patient frustrations can offer real insights into how you can improve your practice.
Looking beyond the complaint
Not all complaints are about what they first appear to be. Concerns about cost may reflect confusion around treatment planning, while frustration over time pressures may indicate a patient who feels unheard. Research consistently shows that communication and expectation management are among the most common underlying drivers of complaints in dentistry.1
Even where treatment is clinically sound, a mismatch between expectation and outcome can lead to dissatisfaction. This is why clear communication before, during, and after treatment is critical.2 Patients want to feel informed and involved in decisions, not simply treated.
Taking a moment to understand the root cause of a complaint helps shift the focus from defensiveness to learning.
Responding with purpose
How a complaint is handled often matters more to the patient than the issue itself. A timely, empathetic response can quickly de-escalate concerns and build trust, even in challenging situations.
Best practice guidance highlights the importance of:
Prompt acknowledgement
Clear, honest communication
Providing explanations and, where appropriate, apologies
Keeping patients informed throughout the process. 3, 4
Handled well, complaints can strengthen patient relationships. In fact, most complaints can be resolved at practice level when concerns are addressed early and openly.5
Importantly, complaints should be viewed as a shared responsibility across the team. They often highlight gaps in systems or processes rather than individual failings, offering an opportunity for collective reflection and improvement.
Summary: Turning complaints into opportunity
Complaints are an inevitable part of practice life, but they also provide a valuable opportunity to learn and grow. By looking beyond the immediate issue, responding with empathy and professionalism, and using feedback to inform change, practices can enhance both patient experience and service quality.
Our training module 'At the heart of Complaints Handling' takes you through the legislative requirements for receiving complaints as well as giving your staff the tools to effectively de-escalate challenging situations in order to turn complaints into opportunities.
Tailor-Made Training sessions
'At the heart of Complaints Handling' is one of the many subjects that can be included in our Tailor-Made Training sessions. To find out more about this module and others, take a look at our training guide.
About the author
Ajaya Bhogal-Todd, Senior Client Training Executive
Ajaya joined Denplan in 2024, bringing with him 8 years of experience as a Science Teacher across public and private sectors, followed by 2 years in instructional design. His expertise is complemented by additional qualifications in front-end design and project management. Ajaya is passionate about emerging technologies and the application of andragogical principles to enhance learning experiences.
