Covid-19 has had a profound effect on the way optometric practices operate but it has also altered the expectations of patients. New data presented by the Optical Consumer Complaints Service (OCCS) in its annual report showed the volume of complaints made to the specialist optical legal firm increased by 21.5% during the period of April 1, 2021 and March 31, 2022.
However, the pandemic has caused fluctuations in the volume of complaints. In the period covering 2018-19, the OCCS fielded a total of 1,493 enquiries from patients. In the following period to March 31, 2020, which included a handful of days in the first lockdown, the figure increased to 1,611. A 12% fall in complaints was recorded during the period ending March 31, 2021, but at the time (In Focus 29.07.21), the OCCS pointed towards NHS GOS data and made an estimate that the overall number of eye examinations between April and June 2020 was less than 10% of the same period in the previous year. Overall, the OCCS’s analysis of the eye exam and dispensing data at the time indicated a 20% increase in the number of complaint referrals it received.
When it came to the type of complaint, those relating to goods and services, which included aspects such as eye exams, prescription errors and missed diagnosis, it accounted for 46% of the total complaints made to the OCCS and represented a 10% increase on 2020-21. The OCCS noted the increased activity in 2021-22 compared to 2020-21 and said goods and services complaints were broadly in line with pre-pandemic years.
Notable variations within goods and services included a 94% increase in complaints where prescriptions had been taken to another practice for a dispense and a 95% increase in concerns with the eye exam.
Uptick in GOC referrals
One of the more alarming statistics in the report was the 117% increase in the number of complaints to the OCCS from the General Optical Council after the regulator as they did not amount to allegations of fitness to practise breaches. Although the number of complaints was relatively small at 89, they made up 5% of the total complaints received by the OCCS.
Optician asked Jennie Jones, head of OCCS and partner at Nockolds Resolution, why there was such a large increase and what were the nature of the complaints. She explained that the OCCS and the GOC had worked closer since 2019 when new criteria were introduced. ‘In 2021-22, the teams have worked more collaboratively than ever, with the GOC making direct referrals to the OCCS and the OCCS team contributing to assessments of the referrals received by the GOC,’ said Jones.
‘Many of these concerns referred to the GOC initially involve consumer issues around the eye examination experience, dispensing and customer care, or breakdown in the relationship between the consumer and the practice team. As always, communication and effective handling of consumer conversations to avoid a breakdown in the relationship and escalation of everyday and common interactions are the learnings from many of these situations, which would unnecessarily head towards the regulator if the OCCS mediation wasn’t in place to provide a proportionate and resolution approach.’
Cost-of-living warning
With the global cost-of-living crisis starting to take effect in the latter part of the OCCS’s reporting period, the firm noted that complaints relating to price had already started to flow through and were likely to increase in 2022-23.
‘The cost-of-living crisis is making price a more critical issue for many consumers. For all consumers, value for money is a key factor in their decision-making on which practice to visit for their purchases. It is not surprising that the OCCS is seeing price issues being triggers or factors in optical consumer complaints referred to the service,’ said Jones.
‘To mitigate and help both consumers and their team, practices can ensure total pricing is clear and transparent so consumers are fully aware of the overall cost. In many of the issues seen by the OCCS, it is the benefit achieved versus the cost that is at the heart of the issue and consumers looking for better value for money. Practices may want to consider how they ensure the consumer knows why a new prescription or spectacles is likely to be beneficial.
‘Conversely, if a dispense does not quite achieve the hoped improvement, then the practice can continue to work with the consumer to adjust or to consider what alternatives to offer. The worst outcome for all involved is for the consumer to leave the new spectacles in the drawer, feeling they weren’t needed and losing faith in the practice.’