Working with Vulnerable Customers

Great businesses can be relied upon to provide a consistent level of service that is inclusive of all their customers.

How best do we achieve this when some of our customers might have more challenges in communicating and making informed decisions because they are vulnerable in some way? 

Course Description

This interactive workshop will help Contact Centre agents be better able to recognise all types of vulnerability and be more flexible in their approach, enabling them to align with customers and meet their needs more effectively.

Learning Outcomes 

By the end of the workshop you will be able to:

• Identify and agree what might constitute a vulnerable customer and consider how we can identify them, appreciating that some vulnerabilities may not always be visible. Explore also how the term “vulnerable customer” itself is a complex, sensitive and often changeable area.
• Develop strategies and interventions that help us align ourselves better with each individual customer and learn how to modify our service in response to the range of different vulnerabilities.
• Develop increased awareness and sensitivity towards vulnerability, harnessing our Emotional Intelligence to provide a more empathic, tailored response to each individual customer.
• Embrace the needs of all customers by championing vulnerability back in the Contact Centre, furthering best practice across
the business.

Benefits to your business

• To be market leaders, not followers, when it comes to being a compassionate business that puts all customers at its centre.
• Being able to positively influence every Customer Experience with consistency of service thus increasing the likelihood of being a first choice for customers.
• Avoiding reputational damage where Contact Centre staff are ill equipped to manage calls from vulnerable customers who may not be able to make informed decisions, resulting in customer complaints and negative publicity.
• By providing comprehensive training alongside robust policies and procedures, staff will be equipped with greater confidence and skills when serving more vulnerable customers, thus boosting morale and ensuring the delivery of best practice every time.
• Increased assurance that regulatory obligations will be fulfilled through enhanced staff awareness of the critical importance of recognising potential vulnerabilities in customers and taking appropriate action.

Course content

  • Dealing effectively with vulnerability: why it matters
  • What are the benefits to your customers, people, and business?
  • How to define a ‘vulnerable customer’
  • Different types of vulnerability
  • The feelings vulnerable customer situations can evoke – how to recognise and manage them
  • Potential risk factors for vulnerability
  • Socio-economic statistics on vulnerability – 2 out of 3 adults in UK self-identify as having at least one vulnerability
  • What are the potential signs of vulnerability?
  • Developing contact handling skills to support vulnerable customers
  • What are the factors that help or hinder us in our efforts to support vulnerable customers
  • What actually does help vulnerable customers? What do they want from you?
  • Sensitive questioning to establish vulnerable customer needs
  • The TEXAS drill – what is it and how to use it
  • Relating to customers with empathy – non-defensive listening is the key
  • Embedding effective provision for vulnerable customers into your organisation
  • Finally we will create an action plan based on what you’ve learned in the workshop

Book your place(s)

Company *
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Please book places on this event for the following people:

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(If the organiser is also attending please add yourself as attendee 1)

By completing this form you agree to CCMA’s standard Terms and Conditions for Training and that the CCMA using your personal data in accordance.

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 GBP inc. VAT

To pay by Invoice:

Please fill in the form to place your order. We will send you an invoice that will enable you to pay by BACS, credit card, IBAN or Swift. 

To pay by Training Credits:

Please fill in the form to place your order. If your CCMA membership account has sufficient Training Credits we will email you to confirm.

If you do not have enough Training Credits to cover the full amount we will send you an invoice that will enable you to pay the balance by BACS, credit card, IBAN or Swift. 

Where and when?

Date: Fri 12 Jul 2024

Time: 09:30 - 12:30

Location: Online

Who is it for?

This course will be of benefit to all employees who are customer-facing, in particular those who may be in contact with higher levels of vulnerable customers due to their business operations.

Why should you go?

To explore all types of vulnerability and be more flexible in your approach, enabling them to align with customers and meet their needs more effectively.

How much is it?

CCMA members: £249*

Non-members: £349*

*excludes VAT

Additional discounts available for group bookings

About the trainer

Sophia is a qualified tutor, trainer and psychotherapist with 30 years’ experience working across the public, private, voluntary and FE sectors. As a senior trainer with BPA, she works closely with clients to deliver impactful solutions that drive customer excellence. Her work is influenced and underpinned by a career-driven philosophy that human connection and the strength of our relationships sit at the heart of both business and personal success.

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