When companies improve the experience for vulnerable customers, they improve the experience for all customers
53% of adults display a characteristic of vulnerability (FCA, 2017)
Furthermore, if you’re regulated by the FCA- you’re required to consider the needs of your customers – including those with characteristics of vulnerability.
​
We are working with clients in a number of different ways, to help them understand how customers think, feel and behave throughout the customer journey in order to deliver good customer outcomes (and provide evidence of meeting your FCA Consumer Duty requirements, if required)
Some of the ways that we’ve been working with clients to get closer to vulnerable customers and understand their needs:
Benchmarking and continuous assessment:
Qualitative interviews
Example approach:
-
Individual qualitative interviews to explore the customer journey in depth
-
Development of principles to meet requirements
-
Annual review of the journey to ensure continued meeting of FCA requirements
​
We do this for:
Aligning colleagues on realities and solutions:
All Hands Vulnerability Workshops
Example approach:
-
Pre-recorded interviews with vulnerable customers
-
Virtual all-hands workshop to bring customer realities to life and workshop implications and solutions
​
We've done this for:
Building leaders’ understanding:
Customer Closeness for Leadership Teams
Example approach:
-
Using the FCA framework of vulnerability to focus in on a specific area per session
-
Live moderated discussion with Q&A from leaders
-
Podcast to disseminate findings
​
We've done this for:
Why partner with The Customer Closeness Company:
We are a highly-trained and experienced team of senior moderators, adept at facilitating C-suite audiences and All Hands events. Most importantly, we are skilled in building trust amongst participants and handling topics sensitively and with compassion
We will provide a recommendation on the best methodological approach to take and consider whether a group or individual setting would be most suitable, which range of vulnerabilities to bring together (or not), design appropriate projective and enabling techniques as required, and provide guidance on the time needed to balance pace of the interview with appropriate expectations
We have expertise in using the FCA framework of vulnerability to design the most appropriate sample, and we partner with specialist \recruitment teams to find the right people, approach them sensitively, and ensure they have all necessary adjustments in place to take part (from both a practical and emotional perspective)
We have good understanding of the rigorous work of the FCA (including the identified Key Behaviours and Five Core Principles) and will build on this to ensure outcomes and recommendations are closely aligned to the FCA Consumer Duty requirements
We work to bring to life the findings in creative and impactful ways so that they are shared, noticed and acted upon: from films to podcasts, newsletters to installations
Feedback from vulnerable customer participants:
We’d love to discuss how we could work with you – contact: rebecca@customer-closeness.com
