VULNERABLE CONSUMER - TRAINING
Almost every company or organisation will have conversations with customers or supporters who find it difficult to make an informed decision about the choices offered to them when buying products or services or making a donation. The difficulty arises as those customers are in a vulnerable circumstance that may be permanent, temporary or transitory and dirsupts the way in which the decision is usually made. The customer may need additional information or support or a different procedure to allow them to complete their decision making. The conversations may take place via a variety of communication channels from the telephone, through email and post to live chat and SMS. Doing the right thing for your customers or supporter means giving vulnerable customers proper consideration.
Your organisation may need to communicate with consumers:
• who have language or communication needs
• who have a chronic illness or condition
• who have mental health or neurological conditions
• who are going through difficult life events that affect their decision-making capability or cause stress or anxiety
• who may not recognise themselves as being in a vulnerable circumstance
Vulnerability is a sensitive topic and when the DMA surveyed contact centre staff across a range of companies and organisations in 2014, only 4% of contact centre staff believed they always know when they are speaking to a vulnerable person. As a result they believed they were not serving customer needs well or appropriately.
Having co-authored the DMA’s Vulnerable Consumer training materials, Elaine Lee, our managing director, is now running Train The Trainer workshops, providing practical insight and examples of how to train your customer facing staff. Learn how to train your staff - help them identify and better serve consumers in vulnerable circumstances. Responsible marketers know how to recognise and respect vulnerable people and continue to service their needs for products, services and to make charitable donations. Excluding these customers is not an option, exclusion breaches the Equality Act and potentially isolate and make the vulnerable circumstance worse. Learn how your organisation can recognise and respect the needs of these customers and how and to share the information with your staff at these special sessions run by Elaine.
At the end of these training workshops you will:
• Better understand the term ‘vulnerability’
• Understand alternatives to the concept of vulnerability
• Appreciate that vulnerability is complex and changeable
• Have tools to help you recognise vulnerability
• Develop methods to help deal with vulnerability
• Increase confidence and sensitivity towards vulnerability
• Know more about essential facets of sensitive service
• Become a champion for vulnerability in your organisation
• Tackle real-life scenarios to understand how you can improve the service you deliver
Contact Elaine Lee, Managing Director, to discuss the workshops in more detail on 07768 513233
* Source: DMA survey, 2016
** Source: IOF Nov 216, Treating Donors Faily Guide; FairMoney, 2017, SEE ARTICLE HERE
*** Source: Cancer Research UK, Cancer statistics for the UK, Accessed May 2017, SEE ARTICLE HERE