Supporting customers in vulnerable circumstances.
Every one of us will face vulnerability at some point in our lives. It might be due to financial stress, ill health, bereavement, or simply the pressures of modern life. When it happens, we rely on the understanding and compassion of others, including the companies we interact with.
For organisations, recognising and responding to vulnerability isn’t just about compliance or customer satisfaction. It’s about humanity, and it starts with equipping teams with the human skills that make meaningful support possible.
Why it matters
According to the UK’s Financial Conduct Authority (FCA), over 50% of UK adults, around 27 million people, display one or more characteristics of vulnerability. That’s more than half of the customer base for many organisations. For businesses, this means that almost every interaction has the potential to involve someone who needs extra care or understanding.
Customers in vulnerable situations often need more time, patience and empathy. A rushed or insensitive response can not only damage trust but also cause real emotional harm. By contrast, when an employee listens, communicates clearly and shows understanding, it can transform a stressful interaction into a supportive experience.
That’s why Vulnerable Customer Training is so vital. It helps employees recognise signs of vulnerability, which are not always visible, and gives them the confidence to respond appropriately. These skills go beyond processes and policies; they are rooted in empathy, emotional intelligence and active listening.
The human skills connection
Human skills are the foundation of effective customer care. Training that focuses on empathy, awareness and communication enables employees to adapt their approach, use sensitive language and create a safe environment for customers to share what they’re going through.
In fact, research from Deloitte found that organisations prioritising empathy in customer service achieve up to 20% higher customer satisfaction and retention rates. Beyond numbers, this translates into stronger relationships, loyalty and brand trust.
A business and human imperative
Investing in vulnerable customer training is both good business and good practice. It reduces complaints, builds loyalty and enhances reputation. But above all, it ensures that when customers need support the most, they find it in a compassionate human being, not a process.
Because ultimately, the way we treat our most vulnerable customers says everything about who we are, not just as an organisation, but as people.
About the Author
Jen Tait is the founder of Rise Learning Group, a specialist training provider helping organisations enhance empathy, communication and inclusion through tailored learning programmes. Their flagship course, Supporting Vulnerable Customers, empowers teams to deliver compassionate, confident service when it matters most.
www.riselearninggroup.com
