Don't throw out the customer.
Addresses the severe criticism by the Health Service Commissioner of NHS trusts for their handling of patient complaints, particularly the attitude of managers and the new NHS trust culture, which emphasized that patients should be considered as more than just customers. Argues that the word "customer" should not be thrown out because managers are uncomfortable with it; takes the view that while they may have tried to adopt the term, they have failed to appreciate its meaning. Makes a comparison between customer and consumer and presents a case for regarding patients as customers. Concludes that lessons can be learned from private business in developing the provider-customer relationship and that attitude and behaviour changes can be brought about by a long-term cultural change programme.