Leading speech and interaction analytics software provider, CallMiner, recently released interesting research about the changing customer ecosystem. According to CallMiner, companies need to be aware of “vulnerable customers” and the unique needs they have when interacting with brands.
Organisations in the current landscape are interacting with vulnerable customers on a daily basis. However, what they don’t realise is that the way they communicate has a huge impact on their reputation and brand loyalty.
Vulnerability isn’t just an issue prompted by the pandemic either. According to CallMiner, there are various kinds of vulnerable customers out there, from those suffering from ongoing health conditions to those with issues accessing their available technology.
Using Intelligence to Support Vulnerable Clients
According to the Financial Conduct Authority, a vulnerable customer is anyone who seems to be particularly susceptible to problems, thanks to their conditions. For instance, perhaps someone has lost their job and struggling with money right now. Someone else could have recently gone through a difficult life event, like a divorce or the loss of a loved one.
Recently, vulnerability among customers has been on the rise, with the FCA reporting around 24 million people in the UK have at least one characteristic of vulnerability. For companies, this means it’s more important than ever to be aware of the demands of vulnerable clients. Fortunately, AI could help. Collecting valuable information through automated systems can make it easier for organisations to pinpoint the red flags of a vulnerable customer.
Interaction analysis tools that help businesses to capture, analyse, and monitor interactions from multiple channels in a system are crucial. Companies need a system in place for monitoring and flagging words and phrases that indicate vulnerability. It could also be useful for teams to access AI as a tool for understanding signs of agitation and stress in consumer voices.