Smart Support for Sensitive Situations: How Technology Enhances Communication With Vulnerable Customers

Companies are capturing more customer data than ever before. But are financial services firms using this data to effectively identify and support vulnerable customers?

This question was central to our recent conversation with Aptean Respond’s Martin Canwell, a customer service technology expert with over 20 years of industry experience.

Martin shared his insights on how cutting-edge developments like vulnerability detection software and data-driven feedback loops are transforming support for vulnerable customers.

You can read his full interview in our new eGuide on inclusive customer service, but here’s a sneak preview of his viewpoints:

Q: What are the practical challenges companies face when trying to support vulnerable customers?

One of the main challenges companies wrestle with is how to identify customers as being vulnerable. The customer may not recognise themselves as vulnerable or proactively share details about themselves that give you a full picture of their situation.

Customer service teams need to create processes, whether online or in telephone conversations, that enable them to capture relevant information that suggests a customer might be vulnerable.

Another key challenge is determining how and when to apply the definition of vulnerability. Some customers are permanently vulnerable, but for others it could be a temporary issue. So it’s vital to keep customer information up to date in your systems so your frontline staff can accurately communicate with them.

Q: How can companies ensure they have a comprehensive record of each customer's vulnerabilities?

It’s vital to have a single version of the truth. If a customer reveals something about themselves that suggests a level of vulnerability, they shouldn’t have to repeat that information on every call. Technology can help you capture this data.

For example, having a complaints management system with vulnerability detection capabilities can help your business to identify customers that may require additional support during the course of your interactions. This information can impact the way their case is handled and even the complaint decision.

Q: How does vulnerability detection software work and what kind of vulnerabilities will it look for?

Vulnerability detection software analyses the free text fields captured by the handler in your complaints management system. It will check for the use of certain words or phrases which could note customer vulnerability—tterms related to problems like financial distress, health issues, changes in circumstances such as job loss, lack of mental capacity, and signs of stress and distress.

This process provides an added level of due diligence on top of relying solely on the call handler, and it can speed up the support process.

Flagging key words that could indicate customer vulnerability allows the case handler to take the case through a slightly different process and consider the customer's unique circumstances. They might prioritise the case differently—ffor instance, customers with financial harm might need their case looked at more quickly.

Q: How can vulnerability data be used to improve product and service design?

Inclusive design is so important to supporting the needs of vulnerable customers. Companies should be developing products and processes that include everyone, rather than building exceptions for those who don’t fit the average.

Vulnerability data helps companies to become more inclusive, as you can understand more about the types of customers in your database and the impact of the decisions you’re making on those customers.

Creating a data-driven feedback loop is crucial for developing more inclusive offerings. You can look at your percentage of vulnerable versus non-vulnerable customers, for example, and segment that data to identify issues vulnerable customers are experiencing with a particular product or communication.

Since the advent of Consumer Duty, many companies have changed their reporting and now look at their data more holistically to understand the impact of their actions and decisions. This holistic approach is shaping products, processes and the way information is communicated to customers to ensure the right outcomes for everyone.

Q: How can technology help to ease the mental load being placed on customer service agents?

Vulnerability data helps you understand what your colleagues are being exposed to. Complaints can be a difficult space to work in, and there’s an added layer of consideration when you’re dealing with vulnerable customers.

Complaints management technology is a vital tool for supporting frontline staff dealing with vulnerable customers. They can use data and workflows to determine if additional knowledge, support or specialist resources are needed to handle more complex customer cases. It’s especially important to give people this digital framework if they’re working remotely.

The key to supporting vulnerable customers through technology is to implement specialist systems, and to give customer service agents right training and support to use these systems effectively.

Improve Vulnerable Customer Support With Aptean Respond

If you’re looking for a technology-driven way to enhance your customer support, Aptean Respond is a combined complaints management, compliance and process improvement platform.

Our software simplifies complaints handling, keeps detailed case records and captures valuable data insights. You can resolve complaints quicker, reduce your risk of regulatory referral and deliver outstanding customer service.

Aptean Respond also includes Consumer Vulnerability Detection capabilities. Our software automatically scans inbound customer communications for signs of potential vulnerability that might otherwise be missed during the case handling process.

Our built-in text analytics will then flag vulnerability markers with your frontline staff, so they can assess whether a different approach is needed to support that customer.

Book a no-obligation Aptean Respond demo to see the software in action.