Vulnerable shoppers become a priority

The Pandemic has unearthed the needs of vulnerable customers.  It has been interesting to see how businesses have responded to this.

We’ve seen supermarkets, particularly, focusing on the needs of vulnerable customers first.  Society rallies around to support those people around us.

Decisions have been made to put those people with the highest need first, with health being the primary determiner.

And yes, this has not been done from a practical standpoint.  But actually, it has also been done with feeling.  Acting empathetically and with understanding and putting those with the greatest needs first.

Vulnerable customers:

In truth, vulnerable customers are more likely to feel alienated in everyday life already.  So things have quickly become much more real.

Right now, this is what every company should be about.  Living their values in every action they take.

It’s important to remember that disabled customers and their families spend £212 billion yearly in the UK.  And this is a market that, up until now, has been underserved.  Now is your chance to flip it.

Building trust with customers will flatten stress levels and tackle the anxiety curve.

Here are 3 things you can do to serve vulnerable customers:

Short term:

On your website, communicate clearly how you serve vulnerable customers.  It’s great that you are doing all these wonderful things, but it’s no good if you don’t tell anyone.


Think about having a Specialist team with an understanding of vulnerable customers’ needs.  This will offer a much more tailored customer experience.  Also, remember that you will need suitable contact options so that customers can get straight to the team.

Click here to read our article that talks about whether NGT is enough.

Long term:

Provide disability and vulnerability awareness training to all within the business.  Even those back-office staff who will not be dealing with customers but are creating products and services.  This will help back office teams have an impact on how accessible they are.

It would be great if this created an upward trend in behaviour.  Seeing customer experience for disabled and vulnerable customers being treated as a priority moving forward.

What can you do within your business today?