Recognizing and supporting vulnerable customers is not just a regulatory necessity—it’s a moral imperative. 

Vulnerability shows up in many ways – whether that’s dealing with money woes, facing physical limitations or battling the ups and downs of mental wellness. The first step in offering meaningful support is understanding the multifaceted nature of vulnerability. Sometimes, customers keep their struggles to themselves. That’s why it’s up to service professionals to stay sharp and spot the subtle signs that someone needs a hand.

Training staff to detect subtle cues—such as hesitancy in speech, confusion over standard procedures, or repeated concerns over seemingly simple issues—can be invaluable. Implementing systems that flag unusual customer behavior (like sudden changes in account activity) can also help identify individuals who may benefit from additional support.

Engaging with Empathy and Active Listening 

Once a potentially vulnerable customer is identified, the way they are approached and supported is paramount. Really getting what someone else is saying and feeling their emotions are the secret sauce to supportive interactions. Staff should be trained not just to hear, but to truly listen to the concerns of customers, validating their feelings and working collaboratively to find solutions.

Customers feel valued when they see their feelings and needs reflected back at them through genuine empathy. When we really get where our customers are coming from, it shapes how we respond to them. By focusing on immediate solutions, we’re doing more than putting out fires – we’re lighting up pathways to customer confidence and peace of mind.

Navigating Difficult Conversations 

Conversations with vulnerable customers may often touch on sensitive subjects and personal hardships, making them inherently challenging. Preparing staff through training and role-playing exercises can equip them with the skills needed to handle these discussions with the requisite care and professionalism.

A key strategy is to establish clear, open lines of communication from the outset. Giving your team clear steps and rules for when things get tricky means they can handle problems with the right touch of know-how and care.

Legal Compliance and Beyond 

Adhering to current legislation regarding the support of vulnerable customers is a legal requirement, but truly effective customer service strategies go beyond mere compliance.

This involves regular training updates on relevant laws and regulations, but also fostering an organizational ethos that prioritizes the welfare of every customer. It means creating policies that are not just about checking regulatory boxes but are designed to genuinely improve the customer experience for the most vulnerable among us.

Elevating Everyone Benefits Us All – Especially the Vulnerable 

There’s more to supporting our customers than following rules or doing good deeds—it actually makes great business sense, leading us toward untapped markets and stronger trust. Organizations that do so effectively often see enhanced customer loyalty and satisfaction, improved public perception, and even increased employee morale and engagement. Firms that prioritize doing good often end up performing better as a result.

Supporting vulnerable customers shouldn’t be seen as an additional burden or mere compliance challenge but as an integral part of a successful business strategy. Take this as an invitation to lead heart-first into building relationships that last and making real changes where they’re most needed.

About the Author

Ian Miller is Editor of Customer Service Manager Magazine – the leading resource and community for customer service professionals.

This Mental Health Awareness Week (15 – 19 May) Samaritans is marking the milestone of having equipped over 1,500 people in responding to vulnerable customers in the last year alone.

Samaritans, the charity that provides emotional support 24/7, provides a range of courses through Samaritans Training and Engagement Programmes (STEP).

Increasingly, customer-facing staff are on the frontline in responding to vulnerable customers. Conversations with Vulnerable People, one of Samaritans Training and Engagement Programmes (STEP) courses, equips people including those in customer-facing roles with the confidence and tools to spot the signs and signpost someone at risk.

Lisa, a Senior Patient Experience Manager at a large pharmaceutical company, recently invested in the course to support her team. Lisa says:

“In our line of work, we are pretty good listeners, but I think the course pushed the team to think even more about our active listening skills. It really boosted our confidence in having those emotional conversations with patients, and it gave us the tools and skills to use before going into those conversations. Having training provided by Samaritans, who are trusted and recognised in this area of work, was really important.

This year, Samaritans marks its 70^th year of being there to listen. Samaritans Training and Engagement Programmes (STEP) builds on the charity’s decades of experience, to bring vital knowledge and skills into the workplace.

“Increasingly, staff and teams are interacting with vulnerable people. Investing in Samaritans Training and Engagement Programmes (STEP) gives organisations and businesses greater flexibility to top up their employees’ existing skills through one-off training courses, or to invest in building their people and team’s knowledge and confidence to identify and support someone struggling to cope.”

Jason Jaspal, Assistant Director for Business Development, Samaritans

Funds generated through every purchase of a Samaritans Training and Engagement Programmes (STEP) courses goes towards Samaritans’ lifesaving 24-hour helpline, ensuring the charity can continue to be there for anyone struggling to cope. Other courses available include Building Resilience and Wellbeing and Managing Suicidal Conversations.

Samaritans is a charity in the UK and Ireland that provides emotional support 24 hours a day.

About Samaritans Training and Engagement Programmes

• Samaritans Training and Engagement Programmes supports organisations to train their people and teams to spot and support anyone struggling to cope. The courses are delivered by expert trainers and funds raised go towards running Samaritans’ 24-hour emotional support helpline.
• Courses available include Managing Suicidal Conversations, Conversations with Vulnerable People and Building Resilience and Wellbeing. Additional courses include Listening Skills, Understanding and Responding to Anger, Understanding and Responding to Grief, Recognising and Managing Trauma, and Supporting People via the Written Word.
• To book your place or find out more information please visit org/STEP.

About Samaritans

• Anyone can contact Samaritans FREE any time from any phone on 116 123, even a mobile without credit. This number won’t show up on your phone bill. Or you can email jo@samaritans.orgor visit samaritans.org
• Every 10 seconds, Samaritans responds to a call for help.
• Samaritans is a charity and it’s the public’s kind donations and around 23,000 volunteers that mean we are always there for anyone struggling to cope. Find out how you can support us or volunteer with us.
• You can follow Samaritans on social media on Twitter, Facebook and Instagram.