In the utility industry, providing care for vulnerable customers is paramount. As energy costs continue to rise, more people are facing financial difficulties.
Contact centres play a pivotal role in providing support to vulnerable customers, offering reassurance, advice and guidance during challenging times.
By understanding the unique needs of vulnerable customers and implementing effective strategies, utility companies can ensure that everyone has access to essential services.
Understanding vulnerable customers
Vulnerability can be influenced by several factors, including age, disability, income, and location.
Customers may face additional challenges such as language barriers, lack of digital literacy, or complex living situations.
Research by the FCA highlighted that 47% of the adult population in the UK has one or more vulnerability characteristics and 60% struggle to keep up with bills. Against the backdrop of economic uncertainty, these figures are likely rising.
The impact of rising prices
As prices continue to climb, many individuals and families struggle to meet their basic needs. This has led to a sharp increase in calls, live chats and emails to contact centres.
Many utility contact centres will also notice a considerable increase in call volume, as Martin Lewis, renowned consumer advocate, speaks up against and offers economic hardship advice.
Martin Lewis articles and announcements regularly drive vulnerable customers to seek support via contact centres, especially on the back of UK Budget Announcements.
Best practices for utility contact centres
To effectively support vulnerable customers, contact centres must adopt a customer centric approach.
This involves training agents to be empathetic, understanding, and equipped to handle a wide range of challenges. Below we explore some key strategies.
Up to date agent training
Agents should receive ongoing training to develop empathy and compassion. Role-playing exercises and case studies can help them understand the experiences of vulnerable customers and tailor their responses accordingly.
Call listening and one on one feedback is another great way to develop the skills needed to support vulnerable customers.
Specialised support teams
Dedicated teams with expertise in identifying and supporting vulnerable individuals can provide more targeted assistance and ensure that all needs are met.
Accessibility features
Implementing accessibility features throughout your contact centre. This includes providing assistive listening devices, large-print materials, and accessible websites and mobile apps.
Omnichannel support
Offering multiple channels for communication, such as phone, email, chat, and social media, ensures that customers can choose the best communication option.
Vulnerable customers often have varying needs and preferences. Omnichannel support allows them to choose the channel that best suits their abilities and circumstances.
The omnichannel approach also allows you to easily assign, manage resource and see any previous communication history across your contact centre.
Self-Service options
Empowering customers with easy-to-use self-service options, such as online portals and mobile apps, can help them manage their accounts and resolve common issues independently.
Self service also has a positive impact on overall call queues, especially during peak times.
Embrace technology
Technology can play a crucial role in enhancing the customer experience for vulnerable individuals.
By leveraging AI-powered chatbots, predictive analytics, and interactive voice response systems, contact centres can provide more efficient and personalised support.
However, it’s important to remember that technology should serve as a tool to complement human interaction, not replace it.
In summary
Supporting vulnerable customers is a moral and ethical obligation for utility companies. By understanding their unique challenges, implementing best practices, and leveraging technology, contact centres can create a more inclusive and supportive environment for all.
By prioritising the needs of vulnerable customers, utility companies can build trust, strengthen relationships, and contribute to a more equitable society.
Debbie Bicker is Account Director at SVL Business Solutions
Ready to better support vulnerable customers?
Our experienced team understand the needs of both contact centres and vulnerable customers. Get in touch with Debbie to discuss how you can be proactive in your approach to supporting vulnerable customers today.
SVL is based in East Kilbride for over 50 years and is the longest serving provider of software and consultancy to the Contact Centre Industry and has over forty staff.
For additional information on SVL view their Company Profile
