The DM Trust is investing an additional £30,000 to workshops that will help contact centre managers and trainers to understand the needs of vulnerable consumers and how to train and support their teams to do the same.
The workshops will offer advice on best practice and guidance on how to create a positive experience for consumers from a variety of backgrounds with differing needs.
A recent study by the Financial Conduct Authority found that 50% of UK consumers currently show one or more characteristics of potential vulnerability – based on their health, financial resilience and capability, and on life events that could be having a detrimental impact on them.
Research collated by the DMA’s Contact Centre Council found that only 4% of surveyed contact centre staff claim to know when they are speaking with a vulnerable consumer. Additionally, 92% said that training would help to better meet vulnerable customers’ needs2. Based on these findings, there are likely to be a significant number of consumers that are inadvertently mishandled by customer service representatives who do not know how to identify if they are vulnerable or not.
Jacqui Crawley, the owner and managing director of KMB Telemarketing, and co-chair of the DMA’s Vulnerable Taskforce, commented: “The difficulty arises as customers’ circumstances are never static and they may be in a temporary or transitory state of vulnerability. Identifying this vulnerability and understanding how to adapt your approach to best assist them is of paramount importance to providing good customer service.”
The workshops are supported by the DMA and DM Trust, with the sessions run by ReynoldsBusbyLee, a consultancy specialising in customer experience and customer engagement, and KMB, an outsourced telemarketing agency.
The funding from the DM Trust has helped to significantly reduce the fees charged to attendees for the sessions, helping organisations to provide their customers with a positive and transparent experience.
More information on upcoming workshops, is available on the DMA website>
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