Does Your Call Centre Do A Good Job With Vulnerable Customers?
Or… How To Improve Everyone’s Experience By Thinking About Everyone.
By Phil Kitchen, Director, the Contact Centre Panel
Whether your business is in sales, customer service or any other, Call Centres deal with customers from all parts of society. By nature, customers are most likely to call when there is an issue that needs to be dealt with. Vulnerable customers often begin their interaction with your Call Centre from a place of frustration, so it’s important that you’re well equipped to deal with them and leave them with a good experience.
It’s important to understand how large an issue vulnerability is in our customer base:
“Jacqui Crawley from KMB, who delivers workshops on vulnerability for the Contact Centre industry, says “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. A 2017 report from Financial Conduct Authority found that 50% of UK consumers currently show one or more characteristics of potential vulnerability (25.6 million) – based on their health, financial resilience and capability and on life events that could be having a detrimental impact on them.”