Just 6% Feel Very Confident Supporting Vulnerable Customers

Just 6% of contact centre professionals are ‘very confident’ their frontline teams consistently identify and respond well to vulnerable customers, according to polling conducted during an industry webinar attended by more than 500 practitioners.

The findings, presented during a webinar hosted by Elephants Don’t Forget, highlight what panellists described as the “vulnerability gap” – the difference between the policies organisations have in place and the support customers receive when they need it most.

Additional polling found that 71% of respondents believe outcomes for vulnerable customers vary significantly between advisors, even within the same team and when following the same processes.

Meanwhile, 44% identified training gaps and one-off learning as the biggest barrier to consistent frontline judgement, while 36% pointed to organisational culture, with advisors often relying on scripts or escalation due to concerns about making the wrong decision.

The findings align with the UK Customer Satisfaction Index, published in January 2026, which found that 58% of customers in poor financial health feel genuinely cared for by the organisations they deal with, compared with 77% of more affluent customers.

During the discussion, the panel argued that organisations should focus not only on whether training has been completed, but whether advisors can retain and apply that knowledge in real customer interactions.

Ben Scales, Head of Sales at Elephants Don’t Forget, said: “A new hire joins, goes through a heavy onboarding process, and then it’s done. They’re in the operation now and we expect them to perform. But the human brain doesn’t work like that.”

He added: “Most organisations can tell you who completed their vulnerability training. Far fewer can tell you whether that knowledge is still present six months later, when an advisor is dealing with a distressed customer under pressure. Organisations need to make competence visible.”

Mark Bailey, Co-Founder of The Collaboration Network, also highlighted the need for organisations to continue evolving their approach to vulnerability support: “Stop believing that vulnerability is done. Customer needs change constantly, shaped by economic pressures, personal circumstances and wider events. Organisations that treat it as finished will fall behind.”

The panel also discussed how the role of frontline advisors has changed as routine enquiries are increasingly handled through digital and self-service channels, leaving advisors to manage more complex and emotionally demanding interactions.

Elaine Lee, Managing Director of Reynolds Busby Lee, said: “We have redirected enquiries into our digital solutions, and the calls that hit the frontline teams are much more emotionally charged now because the simpler tasks have been handled elsewhere.”

The discussion concluded that, alongside initial training, organisations should consider ongoing reinforcement, opportunities for advisors to discuss difficult interactions, clear escalation routes, and the confidence for frontline teams to exercise judgement when supporting customers in vulnerable situations.

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Author: Hannah Swankie
Reviewed by: Megan Jones