Webinar Roundup: Expert Insights on Customer Vulnerability in Complaints Management

Supporting vulnerable customers goes far beyond meeting regulatory standards—it’s about understanding the diverse needs of your customers, responding with genuine empathy and building a seamless framework that enables engagement across channels.

In our recent "Ask the Experts" webinar, leaders from TellJO, Helen Pettifer Training and our experts from the Aptean Respond team shared insights into balancing compliance and compassion when addressing the needs of vulnerable customers during customer interactions and complaints management in the financial services sector.

In a poll taken during the session, nearly 60% of organisations reported they had yet to experience inquiries from regulators about their vulnerability policies. However, for the 40% who had, feedback indicated a particular focus on training and data evaluation practices—emphasising the need for proactive, organisation-wide approaches to vulnerability support.

Our experts unpacked critical topics, covering everything from defining vulnerability and creating inclusive pathways to managing sensitive data and fostering a culture of support within your organisation. Here are the key takeaways on managing vulnerability for a more supportive customer experience.

1. Understanding and Supporting Vulnerable Customers

In understanding vulnerable customers, the first step is to balance internal customer data with broader societal indicators. Customer vulnerability can be transient—think economic hardships, health issues or sudden life events—which means it can change over time. The panel underscored the importance of using both internal data and external societal context to capture an accurate view of vulnerability.

Helen Pettifer from Helen Pettifer Training noted that vulnerability goes beyond numbers: "It’s not about achieving a 47% benchmark in vulnerable customers (as detailed in the Financial Conduct Authority, FCA, Financial Life survey) but about understanding your customer base and ensuring you offer appropriate, needs-based support." By integrating external data, your organisation gain a holistic view, enabling tailored solutions rather than a one-size-fits-all approach.

The discussion also highlighted the importance of digital inclusion and conducting a “digital wellbeing check”. While many customers interact digitally, some vulnerable individuals lack access to or familiarity with online channels. Dom Maxwell, from digital social enterprise, TellJO, pointed out that while smartphone access is increasingly widespread, your organisation must provide alternatives for those who need them. "Most customers have digital access, but for those who don’t, it’s essential to offer non-digital options. We can’t let anyone fall through the cracks," he explained.

By addressing digital exclusion and offering multiple support channels, your financial services company can ensure it’s meeting customers where they are—whether online or over the phone. This not only builds trust but also strengthens the customer relationship by respecting individual needs and preferences.

Key Takeaways

• Use both internal data and societal insights to paint a complete picture of vulnerability.

• Monitor vulnerability as a fluid condition that can change over time.

• Offer multi-channel support to address digital exclusion and meet customers’ varied needs.

Aptean Respond enables firms to integrate multi-channel support seamlessly, ensuring vulnerable customers are met with consistent care across their preferred platforms. This flexibility supports a comprehensive customer relationship strategy while respecting individual preferences.

2. Creating a Culture of Empathy Through Training and Company-Wide Awareness

An effective approach to supporting vulnerable customers requires empathy to be ingrained across your organisation. This starts with thorough training, equipping staff with the skills to recognise signs of vulnerability and respond with sensitivity. Pettifer emphasised scenario-based training: "Frontline staff need both technical knowledge and emotional intelligence to engage compassionately."

However, empathy should extend beyond the front lines. As Martin Canwell of Aptean’s Respond team highlighted, it’s vital to instil this culture across all departments, not just those interacting directly with customers. "Training is about more than just checking boxes for compliance," Canwell explained. "It’s about embedding empathy into your company’s DNA, where every team member understands how their role impacts vulnerable customers."

Creating a culture of empathy also involves making sure all employees—from marketing to product design—recognise their part in supporting vulnerable individuals. When every team understands vulnerability, they’re better positioned to respond proactively and with a customer-first mindset, ultimately improving the overall experience and building long-term trust.

Key Takeaways

• Provide scenario-based training to build empathy and awareness among customer-facing staff.

• Extend training beyond the front line to foster a culture of empathy across all departments.

• Encourage regular refresher courses to keep employees engaged with evolving customer needs.

Aptean Respond’s system supports targeted training by tracking interactions and outcomes, allowing your organisation to tailor staff training and assess areas for ongoing empathy development.

3. Data Management, Evaluation and Compliance

Managing data around vulnerability requires careful handling. Centralising this data within a customer relationship management (CRM) system helps ensure that all departments have a single, consistent view of each customer, preventing customers from having to repeatedly disclose sensitive information.

Canwell emphasised the risks of siloed data, explaining, "When data is separated by departments, organisations miss opportunities to support vulnerable customers who may not otherwise share their situation. A single view of the customer ensures that all interactions are informed and consistent."

According to the webinar poll, 21.6% of attendees have faced regulatory scrutiny regarding the training provided to support vulnerable customers, while 13.5% were questioned specifically on their data evaluation practices. This highlights the growing need for robust data integration and regular assessments to align with evolving regulatory standards.

Poll summary:

In our recent poll during the session, attendees were asked: ‘Have you experienced regulatory audits focused on vulnerability?’ Responses revealed that 59.4% had not received any regulatory inquiries, while 21.6% noted a focus on team training for vulnerable customer support, 13.5% on data evaluation, and 5.4% on random audits of vulnerable complainants.

Additionally, evaluating the effectiveness of vulnerability support initiatives is crucial. Your organisation should regularly assess whether interventions result in positive outcomes for customers. Maxwell recommended tracking customer engagement and outcomes after support interactions, enabling organisations to identify areas for improvement. This ongoing feedback loop also aligns with FCA guidelines, as regulators increasingly prioritise proactive and data-driven support for vulnerable customers.

Regularly reviewing and refining data management practices ensures that your company stays ahead of regulatory requirements while providing timely, relevant responses to your customers. By prioritising effective data management, you can take proactive steps to prevent vulnerabilities from escalating and to foster better customer experiences.

Key Takeaways

• Centralise vulnerability data to ensure a consistent, customer-friendly experience.

• Use outcome evaluations to assess the effectiveness of support strategies.

• Align data practices with FCA expectations to meet compliance standards and foster trust.

Aptean Respond’s platform centralises vulnerability data and ensures real-time updates across departments, making it easier for your teams to access consistent, secure customer insights, crucial for handling sensitive information responsibly.

Putting Vulnerable Customer Support Into Practice

Creating a meaningful shift in how your organisation views and engages with customers is required to offer the assistance vulnerable customers require. By understanding vulnerability through a comprehensive lens, fostering a culture of empathy, and prioritising effective data management, your business can truly support its customers in moments that matter.

As the webinar polls revealed many businesses have faced regulatory scrutiny suggesting that continuous evaluation and adaptation are no longer optional. With proactive strategies, your organisation can not only stay ahead of regulatory requirements but also build stronger, trust-based relationships with your customers.

If you’d like to learn how Aptean Respond can support your organisation in optimising customer care, reach out to our team. Join us in building a more empathetic, inclusive and customer-focused future contact our group of complaints management professionals today.

Speaker Bios

Helen Pettifer, Founder of Helen Pettifer Training

Helen Pettifer is a leading expert in customer vulnerability, with over a decade of experience in training organisations to develop compassionate and effective support strategies. Her approach focuses on empathy-based training, helping frontline staff understand and respond to the unique needs of vulnerable customers. Pettifer believes in a “needs-first” approach that goes beyond data and metrics, empowering organisations to build trust through understanding.

Dom Maxwell, Director of TellJO

Dom Maxwell leads TellJO, a company focused on improving customer well-being through innovative digital tools. With his expertise in data integration and digital support, Maxwell has pioneered solutions that allow organisations to gain a holistic view of customer vulnerability, from financial strain to mental health concerns. His insights into digital inclusion and accessibility are helping reshape how companies interact with vulnerable customers in an increasingly digital world.

Martin Canwell, Account Manager at Aptean Respond

Martin Canwell brings extensive experience in customer engagement and complaint management, specialising in solutions that align with regulatory standards while fostering a customer-first culture. At Aptean Respond, he helps organisations establish seamless support systems that meet both compliance requirements and customer needs. Canwell advocates for a holistic approach to data and empathy, ensuring that vulnerability support is integrated throughout the entire customer journey.