Customers can become vulnerable for a wide range of reasons. These vulnerabilities may be temporary or long-term, and not everyone will feel confident or able to disclose their situation.
Understanding the types of vulnerability your customers may face is the first step to providing meaningful support.
Common Causes of Vulnerability
Health issues – including physical or mental health conditions, disabilities, or cognitive impairments
Financial concerns – such as debt, low income, or difficulty managing money
Life events – bereavement, divorce, job loss, domestic abuse
Other challenges – for example, limited English skills, digital exclusion, low literacy, or age-related barriers
Customers may not always offer this information voluntarily. Staff need to be trained to listen carefully, spot warning signs, and respond with empathy and professionalism.
Why It Matters
Organisations have both a legal and moral responsibility to support vulnerable individuals. This means:
- Not making assumptions
- Listening without judgement
- Showing empathy and patience
- Taking time to build rapport and understand needs
- Offering the right support—or signposting appropriately—in a timely manner
Vulnerabilities can range from someone being digitally excluded or recently bereaved to someone facing serious abuse or coercion. Your staff are on the frontline of recognising and responding to these situations.
A Practical Tool: The Traffic Light System
One effective method for assessing vulnerability is the traffic light system, which helps staff quickly identify the level of support a customer may need:
Green – Potentially Vulnerable
The customer is currently managing but may be at risk in the future (e.g., due to illness, changing life circumstances, caring responsibilities).
Amber – Vulnerable
The customer is currently at greater risk of harm or disadvantage and may need proactive support to avoid further issues.
Red – Particularly Vulnerable
The customer is at significant and immediate risk. Swift, protective action is required, and referrals to safeguarding or specialist services may be necessary.
Case Study 1: A missed payment that meant much more
Situation:
Margaret, a long-standing customer in her 70s, called to query a missed payment on her energy bill. She sounded confused and anxious, repeating questions and struggling with the online system.
Response:
The adviser gently asked open-ended questions and discovered that Margaret had recently lost her husband and was overwhelmed by managing finances on her own.
Actions Taken:
- Marked Margaret’s account as amber
- Arranged for paper bills in larger print
- Referred her to a local charity offering bereavement and digital support
- Paused late fees to give her time to adjust
Outcome:
Margaret later wrote to thank the team for their kindness and patience. The business avoided further distress and strengthened its customer relationship.
Case Study 2: Acting fast to protect a vulnerable customer
Situation:
Alex, a young man, called his bank in a distressed state, asking to transfer a large sum of money urgently. He was agitated and struggled with basic security questions.
Response:
The adviser slowed the conversation down and gently uncovered that Alex had recently lost his job and was being coerced by someone claiming they could “fix his debt.”
Action Taken:
- Flagged the account as red
- Escalated the case to a safeguarding specialist
- Temporarily froze the account to prevent the transaction
- Referred Alex to a financial abuse support helpline and local debt advice service
Outcome:
The staff’s swift action prevented fraud and protected Alex’s savings. He later accessed mental health support and employment advice through a community partner.
Training Your Team to Support Vulnerable Customers
Would your staff know how to respond in these situations?
Our one-day training course provides essential knowledge and practical tools to help your team:
- Recognise the signs of vulnerability
- Communicate with empathy and confidence
- Use tools such as the traffic light system and other simple frameworks
- Know when and how to refer or signpost appropriately
Click here for the full course outline.
For more details or to book, complete the contact form below or email Janet Baker at [email protected]
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