A recent report highlights that up to 35 million British people remain unknowingly vulnerable, and increasingly reliant on digital channels for support. With many brands building focused personas of their customers, it is easy for the vulnerable to slip through the gap.
Vulnerable customers are those who might typically have poor mental health, have trouble with finances, or have taken over an account after a bereavement. They might also have learning or comprehension difficulties, or are simply getting older. When interacting with customer support these customers might get easily flustered, agitated or struggle to communicate.
With 19% of UK adults now identifying as vulnerable, a number that’s rising fast, demand for digital customer support is soaring. From those falling behind on energy bills, to those confused by modern jargon, they all need help.
Some 37% of these customers want organisations to invest in better digital services like AI-powered chatbots. Others simply require an understanding ear to listen and take action on their behalf.
More vulnerable customers require improved support and thought
Even with strong customer support, two-thirds of potentially vulnerable adults (according to FCA criteria) still don’t self-identify, leaving large gaps in both personas and CX reality. The NICE report “The Changing Face of Vulnerability” highlights the role of AI and automation in identifying and supporting vulnerable customers during interactions, especially those hesitant to disclose their circumstances.
Training can help customer support agents deliver better service, with the Society of Later Life Advisers (SOLLA) Consumer Vulnerability in Later Life online training provided for over 20,000 agents.
For contact centre applications, having AI recap previous chats and calls is one way for a fresh agent to understand the customer’s needs, rather than starting cold and unaware of the situation.
“By automating next steps, businesses can connect vulnerable customers to the right resources, teams, or processes, ensuring no one is overlooked.” Says Richard Bassett, VP of digital & analytics at NICE International.
“AI-driven hyper personalisation also empowers organisations to deliver tailored services, offers, and support, providing meaningful assistance. Embracing AI and automation helps businesses comply with regulations like the Consumer Duty and foster stronger, trusting relationships with customers across their preferred channels.”
In many cases, there is nothing like a caring voice on the other end of a phone or chat, but with large customer bases, major organisations are doing more, but should always be pushing further. Every business should have a vulnerable customer policy (take Leaders Romans as an example), and be ready to learn when a negative experience makes the headlines, or leaves an agent feeling unable to cope or provide the needed advice in a situation.
As energy and utility prices continue to rise the pressure on customers will continue to grow, and customer support services need to be ready to deliver a listening and proactive response.