Managing vulnerability in the utilities sector has never been more challenging or more essential. However, customer satisfaction scores are declining, with Ofgem reporting a drop from 66% to 62%, and Ofwat identifying a 4.7% decline in customer experience; making it clear that providers are struggling to meet rising expectations. At the same time, regulators are tightening their requirements, demanding not just compliance, but a genuine customer-first service. For utility providers, the question isn't whether to adapt but how to do this effectively.

As we discussed in our guide on supporting vulnerable customers, vulnerability is transient and can't be viewed simply as a list of traits and behaviours. Economic instability, soaring energy costs, and personal hardships mean that customers who were managing fine one month might find themselves struggling the next. 

This transient nature of vulnerability makes it difficult for organisations to rely on their traditional processes. Customers rarely self-identify as vulnerable, so the burden falls on providers to identify the signs and act swiftly. Furthermore, with 37% of dissatisfied customers citing difficulty reaching their supplier when needed and 34% saying they didn't feel listened to, it's obvious that more needs to be done.

Regulators like Ofgem and Ofwat are taking a hard stance on improving service for vulnerable customers. Requirements now demand that providers offer accessible contact options, from voice calls to meet the needs of  non-digital customers to intuitive self-service portals. 

Organisations are now also required to proactively reach out to those struggling financially, after missed payments etc, and ensure customer queries are resolved quickly and empathetically. Falling short of these standards isn't just a risk for financial penalties; it's a reputational blow that providers can't afford in an increasingly competitive market.

At the heart of this issue are frontline agents, who carry the weight of customer interactions. These agents are expected to spot signs of vulnerability, handle emotionally charged conversations, and meet performance targets at once when they themselves, might be experiencing vulnerability challenges. However, many agents lack the tools and training to manage this workload effectively. This pressure can result in burnout for agents and a breakdown in the quality of support for customers. Organisations that prioritise agent empowerment, through tailored training, real-time guidance, and emotional support are seeing better outcomes for both their teams and their customers, reducing employee churn and driving efficiency. 

Technology is often touted as the solution, and while it plays a significant role, it's not a magic bullet. AI and analytics can help identify vulnerability cues, automate simple processes, and optimise digital journeys, but they can't replace human empathy. The most successful utility providers are using technology to enhance human interactions, not replace them! By equipping agents with real-time insights and streamlining routine tasks, these organisations are creating a balance between efficiency and care.

Charities like Alzheimer's Society are setting a benchmark in vulnerability support by combining empathy-driven service with innovative solutions to achieve the UK's first 'Dementia-friendly' contact centre. Their focus on understanding the customer experience and tailoring services accordingly has transformed how they interact with vulnerable individuals. Similarly, utilities providers like Octopus Energy are earning praise for their customer-first approach, using data to personalise support while maintaining a strong human touch. These organisations prove that with the right mindset and tools, it's possible to deliver exceptional support even in challenging circumstances.

For utility providers, the path forward is clear. Supporting vulnerable customers isn't just about ticking regulatory boxes, it's about building trust and loyalty in an industry where customer choice is expanding. By blending empathetic service, innovative technology, and empowered agents, providers can turn vulnerability into an opportunity to connect and make a difference. And in a market where 67% of customers say a poor experience would prompt them to switch suppliers, getting this right is more than good practice, it's essential for survival.

How FourNet Can Help

At FourNet, we specialise in helping organisations navigate the complexities of supporting vulnerable customers. From tailored technology solutions that enhance customer interactions to training that empowers your agents with the skills and confidence to provide empathetic support, we offer a holistic approach to tackling today's challenges. Our award-winning expertise in customer experience and vulnerability support means we understand what it takes to balance compliance with care and innovation. Learn more about our approach to vulnerability management to exceed regulatory expectations and create meaningful connections with your customers when they need it most.