The world we live in today is plagued with difficulties, from economic uncertainty to political unrest.
It’s little wonder that the number of vulnerable customers contact center agents are dealing with each day is increasing. In fact, a report from the FCA found in 2022, around 47% of customers showed one or more characteristics of vulnerability.
To stay compliant with the latest customer care guidelines, and deliver exceptional experiences, agents need to know how to support vulnerable customers effectively. This means not only understanding how to identify vulnerability in a customer, but also knowing how to guide them through a conversation as painlessly as possible.
“Supporting vulnerable customers is about fostering genuine connections. A proactive and empathetic approach not only enhances customer satisfaction but also solidifies an organisation’s reputation as a compassionate and trustworthy service provider.” - Jo Sverre Lindem - Chief Customer Officer, Puzzel
Today, we’re sharing our five top tips for supporting and delighting vulnerable customers in the contact center.
1. Learn How to Identify Vulnerable Customers
The first step in supporting vulnerable customers is understanding how to identify the signs of vulnerability. In the past, vulnerable customers often included elderly people, those with physical or mental impairments, and people with long-term or chronic illnesses.
Today, however, authorities like the FCA have updated the definition of “vulnerability” in policies like the “Consumer Duty” guidelines. Now, vulnerable customers can include everyone from people with addictions, to individuals who are struggling financially.
Familiarizing yourself with documents like the “Consumer Duty” guidelines should help you to rapidly detect when a customer shows signs of risk. However, it can also help to leverage resources, like AI tools, that can help categorize vulnerable customers.
For instance, the Puzzel Case Management solution can automatically detect the tone and language in messages, helping to pinpoint, low, mid, and high-priority consumers.
2. Demonstrate Empathy
Supporting vulnerable customers requires agents to demonstrate a high level of emotional intelligence and empathy. Notably, empathy is crucial in every contact center interaction, as it helps companies build stronger relationships with their consumers. However, with vulnerable customers, it’s particularly important to deliver a compassionate, human experience.
To demonstrate empathy:
- Show patience: Don’t try to rush through a call with a vulnerable customer. Take your time, and be willing to repeat yourself, or explain concepts in greater depth when necessary. Check in with your customer and make sure they understand exactly what you’re saying.
- Practice active listening: Show your customers that you’re paying attention to them with active listening techniques. Repeat what a customer says back to them for clarification, ask follow-up questions, and summarize critical points when necessary.
- Speak clearly: Avoid following call scripts that use jargon or complex language. Use simple, straightforward language when communicating with your customer, and enunciate without being patronizing.
3. Be Ready to Adapt to Their Needs
An excellent way to reassure vulnerable clients and ensure they have an excellent experience with your company, is to be adaptable. When you start a call or conversation with a vulnerable customer, set expectations for what the discussion will involve, and ask them if they have any initial questions or concerns.