Customer vulnerability – the role of inclusive design and personalisation
In many ways, communications are where the ‘rubber hits the road’ for vulnerable customers. Even for those who are reasonably literate and numerate, financial services product information can be a challenge – so, for those who are not, it can easily lead to bad outcomes or harms.
In this webinar, we were joined by Mike Ellicock, chief executive of Plain Numbers – which helps firms to communicate more clearly.
The webinar looks at what the issues are, and then how inclusive design and personalisation are two solutions for meeting the needs of vulnerable customers – enabling as many customers as possible to understand your communications – and when it is appropriate to use each approach.
It also looks at how to identify customers with specific or severe communications vulnerabilities and how you can tailor your processes to meet those individual needs. We also consider how numeracy is a mainstream issue which affects many customers – and how this can change over time, for example, with cognitive decline.
Mike Ellicock
Mike is a social entrepreneur. Following a military career, an MBA and brief stints in banking and maths education, he launched National Numeracy in 2012, building the organisation into a well-respected national charity. Having handed over as Chief Executive there in 2020, Mike launched Plain Numbers in early 2021 and is now utilising his unparalleled knowledge of this largely hidden consumer vulnerability to work with firms to improve comprehension and thereby enable good outcomes for customers.
Andrew Gething
Andrew is the founder and managing director of MorganAsh. He is a recognised consumer vulnerability specialist and champion, is the driving force behind the award-winning consumer vulnerability management tool, MARS.
