How utilities providers can reach and engage with vulnerable customers

There is a glaring issue facing utility providers, and it is hiding in plain sight. In our combined 60 years of researching vulnerable customers, we’ve found that they are likely to be particularly disengaged with their utility providers. Utilities make up just one part of the difficulties in their lives, but there are ways that providers can successfully engage with vulnerable customers.

Vulnerability affects around a third (34 per cent) of the UK public at any given time, according to Populus research. The causes of vulnerability are as varied as the people affected. Vulnerability can be caused by life events such as job losses or bereavement, health problems that can be physical, mental, acute or chronic, and unforeseen financial hits.

Furthermore, vulnerability can be completely invisible, rendering even the most well-meaning of engagement programmes obsolete. Multiple vulnerabilities can hit at any time, and vulnerable customers can rapidly become disengaged as the problems rack up. It’s important that utility companies fully understand the complex situations and needs of vulnerable customers in order to then offer effective solutions that help them holistically.

Tackling vulnerability with the 3 Ps: Proactivity, partnerships, people.
The winners when it comes to customer vulnerability are the ones that are proactive in pre-identifying vulnerable customers, harness partnerships and train their people. We call this the 3 P’s of vulnerability.

Pro-activity

Waiting for customers to “present” with a problem ignores the potential majority of people who are vulnerable but do not want to contact organisations. The first step in tackling vulnerability is to adopt an “outreach” approach using partners and data analysis to identify potentially vulnerable customers.

People

Staff at all levels in all functions are key – customer-facing staff have lots of insight. The best companies have a “triage” system with all contact staff trained, plus referral to specialist teams for additional services. Utility providers should make full use of staff experiences and also train all staff in vulnerability awareness.

Partnerships

The companies that are successful at reaching and engaging vulnerable customers partner with advice agencies and charities. Partnering and consultative arrangements are the norm at organisations that successfully engage vulnerable audiences.

Making use of smart technology

Smart technology is making itself at home in our lives and is the next big game changer when it comes to tackling vulnerability. Big data analytics and smart homes are providing more targeted, proactive service opportunities to make people’s lives easier. Consumers are increasingly familiar with opt-in policies; companies can harness this data to develop and deliver specific tailored technological solutions.

For further information, visit: https://www.populus.co.uk/insights/2019/07/hiding-in-plain-sight-how-to-reach-and-engage-with-vulnerable-customers