• You will learn to
  • Details
  • Course availability

You will learn to:

  • Appreciate that vulnerability is complex and changeable - helping you recognise vulnerability when you see it
  • Understand what reasonable adjustments can be made and decide which are the most appropriate for your consumers
  • Learn about the impact on your staff of handling contacts with customers and understand how to best support your teams
  • Examine real life case studies to apply your learning
  • Participate in breakout groups
  • Take away a practical e-book to share within your organisation

The course will be delivered across 3 consecutive days as 3 x 2.5 hour sessions from 10am to 12:30pm UK time.

Course Categories: Diversity & Inclusion, Responsible Marketing

See below for further course details and full programme information.

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3 days (6 CPD hours)

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Course availability

Start Location Member Non-Member Places Left  
07/11/22 Virtual classroom £400.00 £450.00 13 More info
Book Until
24 Oct 22
Study Periods
  • 7 - 9 November 2022

NB: Prices above subject to VAT

Course Information

1. Understanding Vulnerability

  • Understand the scale and scope of vulnerable circumstances and how they affect UK customers
  • Learn how vulnerable circumstances arise and what are the key drivers of vulnerability
  • Learn how to identify the characteristics of vulnerability
  • Understand how vulnerable circumstances can overlap

2. Definitions

  • Consider the definitions of vulnerability from the UK's regulators and their relevance to your customers

3. Reasonable Adjustments

  • The 3 R's of TRUST, how Recognition, Respect and Readjustment can improve the customer relationship
  • Consider from the customer's perspective why reasonable adjustments are essential
  • Assess how the vulnerable circumstance and your proposed action could create harm or detriment to the customer
  • Explore how frameworks can be used to manage and control the conversations with customers to deliver fair outcomes to all

4. Build your own toolbox with solutions for customer facing teams

  • Practical tools to keep control and assist customers consistently
  • Signposting to external support tools and resources
  • Consider data mapping tools to inform campaign planning
  • Technology and accessibility solutions to support and empower staff

5. Seeing things differently

  • Put yourself into the shoes of a vulnerable customer to complete simple everyday tasks
  • Complete practical exercises whilst experiencing vulnerable circumstances

6. Develop an action plan to return to work with on how you will implement the learnings from this session at your place of work

This session is aimed at managers and senior leaders.

  • Contact Centre Managers/Head of Customer Experience
  • Team Leaders / Trainers / Senior Agents
  • Operations managers / Compliance Managers
  • Marketing Managers / HR / Staff Managers

With 53% of the UK population estimated to be in a vulnerable position at any one time, marketers need to recognise these customers and understand how their needs can affect the products and services offered. This session will inform your responsible marketing strategy and tackle the challenge of diversity and inclusion of all customers.

The course will be delivered across 3 consecutive days as 3 x 2.5 hour sessions from 10am to 12:30pm UK time. The details of the dates can be found by clicking the 'more info' tab above. For further information please email training@theidm.com.

Jacqui Workman, Owner & Managing Director at KMB

Jacqui Workman has worked within the contact centre and customer service sector since 1978. As Group Services Manager for Sunlight Service Group managing 20 service centres thought out the UK. Moving to Patientline Ltd in 1998 managing all sales & customer service activities including all staff and an integrated call centre delivering sales & service to 155 hospitals across the UK.

Since 2009 Jacqui has been Managing Director of KMB Telemarketing Ltd. KMB is an inbound - outbound telemarketing agency with over 30 years' experience creating customers for our clients, and have a proven track record of delivering excellent results in the marketing industry.

Jacqui has been Chair of the DMA Contact Centre Council & is currently Co-Chair of the DMA's Vulnerable Consumer Working Group, a member of the Alzheimer's Society and has been a Dementia Friend.

Elaine Lee, Managing Director at ReynoldsBusbyLee

Elaine Lee, has been a direct marketer since 1993 working in Energy, Wine, Hosiery and Entertainment and was responsible for telemarketing and customer service across Europe before taking on a global remit for an entertainment company.

In 2005 Elaine co-founded ReynoldsBusbyLee and has worked with clients to build growth through Customer Experience Elaine is passionate about unearthing all customers' needs, attitudes and emotions, and then using this valuable insight to help businesses serve them better. While theory underpins her expertise, her practical approach is valued most. She is an industry mover and shaker when it comes to understanding vulnerable customers.

Elaine joined the DMA's Contact Centre Council in 2006 before becoming Vice-Chair and then Chair (2011-14). Elaine is now Co-Chair of the DMA's Vulnerable Consumer Working Group; she is a board member for TPS Limited and a Trustee on the Global Sightsavers board as well as chairing two international boards

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