Supporting Your Vulnerable Customers

Before I share some tips on how to effectively support your vulnerable customers, it's important to clarify what we mean by Vulnerability.

Definition

Consumer Intelligence Define Vulnerability as: individuals who are deemed to be more at risk of 'detriment' due to their personal circumstances for a range of reasons, including short-term, long-term, or permanent emotional, mental, physical, financial or social circumstances.

NB: Don’t label a customer as ‘Vulnerable’, as Vulnerability is not a fixed state - people may be vulnerable in some situations but not others, and vulnerability can be temporary or fluctuating.

It's stigmatising and can reinforce negative stereotypes. Terms like "weak," "helpless," or "fragile" are often associated with vulnerability, which can be demeaning.

Instead of labelling, organisations should recognise that anyone can experience vulnerability at different times and Focus on specific needs and circumstances rather than broad labels.

Types of Vulnerability

There are approx 69 types of vulnerabilities including customers who've experienced a significant life event such as bereavement, physical disabilities, neurological disorders, learning difficulties, addiction, mental health issues and many more.

And of course I'm not able to cover all vulnerabilities in a newsletter. However, I will share some key tips for supporting some common vulnerable customer behaviours.

Asking Questions in a sensitive way

It's not uncommon for advisors to worry about asking a customer questions to identify a vulnerability.

Here's some questions that may help:

Offering Assistance

"Is there someone you'd like to have with you during our conversation for support?"

"Would it be helpful if I spoke with a family member or carer about this matter?"

"Is there a better time or way for us to have this discussion?"

Gauging Comfort Level

"How are you feeling about the information we've covered so far?"

"Is there anything that's making you feel uncomfortable or worried about this process?"

"Would you like to take a short break before we continue?"

Exploring Specific Needs

"Are there any particular challenges you're facing that we should be aware of?"

"Is there anything we can do to make our service more accessible for you?"

"Do you have any specific requirements we should keep in mind when communicating with you?"

Confirming Understanding

“ Could you summarise what we've discussed to ensure I've explained everything clearly?"

“ What questions do you have about what we've covered?"

“ Is there any part of our conversation you'd like me to go over again?"

How to support your vulnerable customers

1. Comprehension Difficulty

Customer's may demonstrate the following behaviours during a call:

Repeatedly asking for clarification on simple concepts

Misinterpreting straightforward information

Struggling to follow basic instructions

Best Practice

Ensure Information is presented in a simple way, avoiding any technical language or jargon.

Take your time, don't rush the customer and show understanding and patience.

Give step by step instructions and bite-size chunks.

Repeat key points throughout the call and not just at the very end. Check the customer understands.

Reassure the customer that you're happy to answer any questions.

2. Low Trust Behaviours:

Reluctance to share personal information

Questioning the motives behind every suggestion

Expressing skepticism about the company's intentions or policies

Best Practice

Reassure the customer that they can feel safe sharing information with you, by explaining how the information will help you to support them.

Give specific timescales for any follow up or call back and & keep your promises!

When providing advice/suggestions show the customer that you have their best interests at heart ie how will the advice specifically help them?

Avoid becoming defensive if the customer questions your motives.

3. Memory Issues:

Forgetting previously discussed information within the same call

Inability to recall recent interactions or transactions

Repeatedly asking the same or unrelated questions

Best Practice

Repeat & recap often.

Provide reminders of important dates/information.

A summary of a previous conversation, may be helpful, before presenting new information.

Encourage the customer to make notes during the conversation.

Offer follow up information via email, as a summary.

4. Highly charged emotional response:

Sudden outbursts of anger or frustration

Distressed, crying or becoming overly emotional during the call

Rapid mood swings during the conversation

Best Practice

Avoid telling the customer to "Calm Down". The customer may become easily frustrated or angry because they're struggling to retain information. Show patience and understanding.

Reassure the customer that you are trying your best to help and want to work with them to find the best solution.

Use a calm and empathetic tone of voice.

Offer to call the customer back if they are becoming increasingly distressed.

Don't take over by making decisions for them, as the customer needs to feel they can still handle things on their own, but need to feel supported and heard.

5. Lack of access or incapacity to engage:

Difficulty using digital platforms or services

Inability to provide required information due to physical limitations

Expressing frustration with accessibility of services

Slurred speech might indicate a physical or neurological condition that impacts the customer's ability to fully engage in the conversation.

Best Practice

Provide access to services in a non-digital way, for customers who struggle with digital systems.

Ask the customer if they require support from a friend or family member to help them during the call.

Reassure the customer that it will not impact them negatively to disclose their vulnerability, but it will help to support them and lead to a positive outcome.

General Tips To Support Your Vulnerable Customers

Empathy

Endeavour to tune into, understand, and be sensitive to your customers’ experiences and feelings.

Set Clear Expectations

Vulnerable customers may struggle to “keep up” with the conversation, so it’s best to outline all the information that will be required for the call up front.

Offer suitable internal or external support options as required. For instance: Debt advice, reporting domestic abuse or Ambulance Services/Samaritans if feelings of despair or thoughts of suicide arise.

Practice active listening techniques.

Give the customer enough time to describe their query and focus on hearing each word they say. Avoid interrupting the person or pre-empting what they will say – you might be wrong, and they may lose their confidence.

Repeat the problem back to them as you heard it. For example: “I hear that you’re saying that you’d like to …... Is that correct?”

Summarise the Call

When summarising the call, ask the customer if they are happy and have been able to follow everything that you’ve said.

If they say “yes, ”, consider whether this is a genuine yes or just a submission. If you're not confident, run through the important points one more time.

Clarify an Understanding After Each Key Point

Questions such as “Are you happy with everything that I’ve just said?” or “Is there anything that you’d like me to explain in more detail?” will help you gauge whether or not the customer is keeping pace with what you are saying.

Clearly Enunciate and Speak at a Relaxed Pace

Be conscious of the tone of your voice. The key is to speak clearly and enunciate, but not to the extent where you end up shouting at them.

NB Ensure the person isn’t emotional when answering questions of consent

Amongst the many services contact centre service training Jacqui and Turner Corner Learning Solutions really stood out for Jacqui's wealth of experience across service delivery in a contact centre environment as well as standing out online for selling the product in a different style and giving access to biteseize training sessions for large groups at a set price.

The engagement and personalisation offered alongside the clear service experience meant that it was very easy to connect with Jacqui. Jacqui really understands her clients challenges.

Matt Thorley - Tate Galleries

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Look out for the next edition of my next newsletter and do let me know if you found this one useful.