How To Recognise Vulnerable Customers | D&I Training Course
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To help you get the best preparation for inclusive customer service and treating customers fairly (TCF), you first need to experience life as it is for your vulnerable customers. This course uses experiential tools and activities to help you experience life the way many of your vulnerable customers do.

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

Course Categories: Diversity & Inclusion, Responsible Marketing

See below for further course details and full programme information.

Ready to upskill your team with the IDM? Explore our Corporate Training option, here


1 day (6 CPD hours)

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Course availability

Start Location Member Non-Member Places Left  
18/01/23 London (W1W 8SS) £400.00 £400.00 14 More info
Book Until
17 Jan 23
DMA House, 70 Margaret Street

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

Due to the increasing demands on businesses through legislation such as TCF, the British Standard for inclusive service provision, BS ISO 22458 and social drivers to treat customers fairly, this course is a must. Especially for those in Financial Services, Energy Companies, complaints handling, customer contact centres and customer services, in addition to marketing professionals.

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

I can implement this directly into my role personally as I speak to vulnerable customers every day. From a wider aspect I will be looking to share the information with other business areas that would benefit.

James Williscroft

Accessibility was something that really stood out to me. The idea that a vulnerable supporter/someone in a vulnerable circumstance can still hold value and should still have a relationship with the charity, with certain considerations and adjustments to ensure they are protected and treated fairly.

Chandni Sahni
The British Red Cross

The session provided us with some brilliant insight and focus for our business to further develop its Vulnerable Customer processes and practices. We already have meetings booked in with key stakeholders around our business, in order to put some of these learnings and takeaways into reality.

Ben Sellers
Simply Health

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