• It’s estimated UK businesses lose £37 billion every year through delivering poor customer service* as they fail to recognise the needs of their customers.

Understanding Vulnerability Workshops

Recognise, Respect & Readjust

Organisations that don’t cater for the specific needs of vulnerable customers may inadvertently be making difficult circumstances worse. They’re also at risk of breaching the Equality Act and regulator codes of practice.

With our training around vulnerable customers, you and your staff will learn how to recognise and respect customers in challenging circumstances and then how to readjust your products and services to better support their needs enabling you to build a more satisfied customer base. Designed and run by Elaine Lee, our workshops will empower you and your teams to consider the needs, attitudes, and emotions of all your customers as they travel the customer journey.

Elaine has been championing the needs of vulnerable customers since 2009. She is co-chair of the Data & Marketing Association’s Vulnerable Taskforce and co-author of its vulnerable consumer training materials. She’s also worked with the IoF on their papers on Treating Donors Fairly.

Our training options offer you a bespoke session tailored to your organisation. We’ll start with detailed discussions beforehand about your own organisational approach to vulnerability. We’ll consider any prior training alongside your policies, procedures and protocols – so they can be incorporated into your tailored sessions reassuring your staff of your commitment to treat all customers fairly.

If you don't yet have a vulnerable people's policy or would like your policy reviewed, we can help with that too.

*Source The Ombudsman Services annual report

Introduction to Understanding Vulnerability

  • Begin to recognise how vulnerability may affect customers and employees
  • Understand why the service needs of vulnerable customers may be different
  • Discover how to make reasonable adjustments to your services for vulnerable customers

Understanding Vulnerability

Includes a review of your case studies

  • Begin to recognise how vulnerability may affect customers and employees
  • Understand why the service needs of vulnerable customers may be different
  • Discover how to make reasonable adjustments to your services for vulnerable customers
  • See the solutions embedded into your policies and practices
  • Learn from real life case studies from your organisation
  • Gain confidence from practice

Want to understand more about our workshops?


Vulnerable Customer Policy


Having a vulnerable customer policy will challenge your organisation to discuss and agree what the reasonable adjustments that you are prepared and able to offer to your customers. Having a clear policy in place empowers your staff to make the right judgements and offerings to customers.

Elaine can help you identify and support vulnerable employees within your own workforce. She can also help bring to life your Vulnerable Customer Policy or Procedures. She’s been instrumental in the development of the DMA’s Internal and External Policy frameworks – that act as guides for organisations. She can bring this experience to your meeting room table to guide you through the creation or review of your vulnerable customer policies.

to help you build or review your vulnerable customer policies

“In total we’ve run 7 sessions all over the country and trained almost 90 staff. The feedback has been excellent with all managers saying how easy it was to roll out, using your notes and slides, and the Telephone Fundraisers have commented on how much they’ve enjoyed the sessions and how well they’ve been able to pick it up and understand it. So, a big thanks from us!"
Catherine Lloyd, RNIB

“We used Reynolds Busby Lee & KMB to deliver Vulnerable People training to a range of our staff who work on the phone and in person with people who might be in vulnerable circumstances. This large cross-team group benefitted hugely from the day, sharing their experiences and gaining valuable tips about how to help, and how to help themselves, too."
Fiona Magor, Rethink Mental Illness

“"It was a pleasure to work with Elaine and Jacqui from the first phone call. I was so impressed with the time they gave to ensure the course was completely in keeping with our objectives while guiding us on other areas we could explore. It is clear that they are both passionate for positive change regarding the treatment of vulnerable customers. We received fantastic feedback on this training and I would have no hesitation in recommending Elaine and Jacqui if you are looking for a really effective, practical programme.”
Mairead Sheahan, Learning & Development Manager, Cynergy Bank

“Being in a financial difficulties team, this is something I do and will experience all the time, so being able to literally experience how some vulnerable customers live has definitely benefited me."
Olivia Edmonds, American Express

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