Bringing the voice of your customers into your boardroom and working practices



TRUST is a collaboration between ReynoldsBusbyLee Managing Director, Elaine Lee and our training partner Jacqui Workman of KMB Telemarketing. Elaine and Jacqui met over a decade ago whilst working together on the DMA’s Contact Centre Council where they were instrumental in creating the DMA’s guidance on championing the needs of customers in vulnerable circumstances. Together, they’ve co-chaired the DMA’s Vulnerable Consumer Working Group since 2016.

TRUST sessions were launched by Elaine and Jacqui 5 years ago to train organisations how to best recognise vulnerability within their customer/ donor/ supporter bases and help customer-facing teams determine which available adjustments were most appropriate for individual consumer needs. Organisations that have already benefitted by their employees attending TRUST sessions include Mind, AmEx UK, Simply Health, RSA Group, World Vision, British Red Cross and Cynergy Bank to name just a few and we are regularly awarded a delegate satisfaction feedback score of 4.8 out of 5.

We continuously update our TRUST sessions to reflect the latest thinking and retain relevance to the modern working environment. Sessions are now available online via Microsoft Teams and we’ve recently added a new section covering the Covid-19 pandemic and its impact on both customers and the teams serving them - who may now be working from home, in the office or a blend of the two. 

Almost every organisation will interact with consumers who, at times, will find it harder than usual to make informed decisions about the choices offered to them, due to their circumstances. Ask yourself, does your organisation always know when you are interacting with a consumer in a vulnerable circumstance? And are you able to offer alternative solutions rather than inadvertently making a difficult situation even more challenging? If the answer is NO then we have a  session for you!

With regulators and industry placing increasing focus on treating customers fairly, TRUST sessions will help your organisation keep up with the legal and regulatory requirements, alongside best practice and new technology which can support customer-facing teams.

We’re running a choice of Full Day and Half Day online TRUST sessions during April and May 2021 which are available to book now via eventbrite. We’re also planning sessions for June onwards. These sessions are relevant to all organisations that interact directly or indirectly with the public and designed by our vulnerability experts for those at either an introductory or intermediate level of knowledge.

During a half day session you will:

  • Appreciate that vulnerability is complex and changeable - helping you recognise vulnerability when you encounter it
  • Participate in breakout groups
  • Understand what reasonable adjustments can be made and decide which are the most appropriate for your individual client’s needs
  • Learn about the impact on your staff of handling contacts with customers and understand how to best support your teams
  • Take away a practical e-book to share within your organisation

In a full day session you will also examine real life case studies to apply your learning.

For further information and to book, please follow the relevant link:

Elaine Lee will also be running a one hour online session on 23rd April 2021 focussing on building a vulnerable customer policy. If your business or organisation doesn’t currently have one, or yours has been gathering dust on the shelf since it was written, then this session is a must.

During this 60-minute session run via MS Teams, Elaine will share a framework with you that provides both structure and flexibility and will encourage you and your organisation to tackle the key questions. The framework provides practical guidance on the steps to follow and the considerations to make as the policy is created and implemented for your organisation as well as who should be involved.

For more information or to contact us email This email address is being protected from spambots. You need JavaScript enabled to view it. or CLICK HERE


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