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Vulnerable consumers ppt updated
- 1. Dealing with vulnerable consumers
- 2. Connect with the DMA… • The #tag for this event is: #dmavulnerable • LinkedIn: DMA: Direct Marketing Association (UK) Limited • Twitter: @DMA_UK/ @DMANorth • DMA Website: http://www.dma.org.uk • Email: dma@dma.org.uk or events@dma.org.uk • Phone: 020 7291 3300 or 0161 918 6780
- 3. Today‟s agenda • 16.00 – 16.30 Registration and Coffee • 16.30 – 16.35 Welcome and Introduction Jacqui Crawley, Managing Director, KMB Telemarketing Ltd • 16.35 – 16.50 The story so far… Elaine Lee, Director, ReynoldsBusbyLee Ltd • 16.50 – 17.20 The Guidelines Jacqui Crawley, Managing Director, KMB Telemarketing Ltd • 17.20 – 17.30 DMA Contact Centre Council: Next steps Elaine Lee, Director, ReynoldsBusbyLee Ltd • 17.30– 18.00 Rethink Mental Illness Jane Harris, Associate Director of Communications, Rethink Mental Illness • 18.00 – 18.30 Business Disability Forum Catherine Grinyer, Director of Communications, Business Disability Forum • 18.30 – 19.00 Alzheimer‟s Society Elaine Lee, ReynoldsBusbyLee Ltd on behalf of Karishma Chandaria, Alzheimer‟s Society • 19.00 – 19.30 Q&A and networking to follow
- 4. Direct Marketing Association Care initiative Elaine Lee – Reynolds Busby Lee Jacqui Crawley – KMB Telemarketing
- 5. A bit about us Elaine Lee • Chair of the DMA Contact Centre Council • Working in contact centres since 1994 • Consultant specialising in customer engagement and customer experience • Chaired the working party for this initiative
- 6. A bit about us Jacqui Crawley • Member of the DMA Contact Centre Council • Managing Director of KMB Telemarketing since 2009 • Working within the telecoms industry for the past 20 years • Member of the working party for this initiative
- 7. Agenda • The „Care‟ initiative – the journey so far • The guidelines • Next steps
- 8. The „Care‟ initiative – the journey so far Elaine Lee – Reynolds Busby Lee
- 9. Background • The DMA‟s contact centre council is an elected body of practioners • Volunteers • Produce best practice guidelines for all aspects of contact centre work • Identified contact centre staff need guidance on dealing with vulnerable consumers
- 10. Who was involved in the work • Started as a council initiative • Framework document prepared with BT, Alzheimer's Society & Rethink • BSI and Business Disability Forum
- 11. Who are the vulnerable? People with; • Dementia • Serious or chronic illness • Recently bereaved • Non-English speakers • Bi-polar • Transitory mental health issue • PTSD (Armed forces) • Real people with real lives
- 12. What is the Care initiative? • Our industry is on the frontline of consumer contact • Our members want to treat their customers appropriately • A starting point for organisations to implement and develop • Practical, actionable guidelines
- 13. The guidelines Jacqui Crawley – KMB Telemarketing
- 14. Who are we talking about? • Dementia • Intellectual, psychiatric, physical, senso ry, neurological or learning disability • Serious or chronic illness • Recently bereaved • etc Key issue is that the consumer is not at that time able to make an informed decision
- 15. The problem Vulnerable consumers :- • May not understand the options that you are giving them • May be lonely and welcome the opportunity to chat to someone • May believe that a sales representative is acting in their best interests • May cave in to a persistent sales pitch • May be unaware of identity theft risks
- 16. The problem “My mother of 87 years suffers from severe dementia and nuisance telephone calls have been a nightmare over the last five years. Because her loss of memory is so acute, she will agree to any product offered by a telephone salesperson. At one stage, she had five suppliers for her gas and electricity, two holiday medical insurers and as a result of her saying yes on the telephone, umpteen people were calling at the house for new windows, double glazing etc. I don't know if you can begin to imagine the dreadful muddles I had to disentangle. I spent hours on the telephone to premium numbers, and as fast as I had sorted it all out, the supplier would ring my mother to confirm the cancellation whereupon she would have it re-instated. So I have been going round in vicious circles for the last few years. The frustration, time and anxiety that this has caused me is acute.” Anne (Surrey)
- 17. Three levels of call 1. Legitimate product / legitimate sales pitch 2. Legitimate product / high pressure sales pitch 3. Scams
- 18. All the pieces are in place … • Most companies want to do this right • Most advisors have the skills But • Training and procedures are not in place to support this
- 19. Practical tips for advisors Train call handling staff :- – Identification – Improving communication – Double check before making the sale
- 20. Identification • Appear not to understand even when you have explained something • Ask unrelated questions or wander off topic • Repeat themselves • Say „yes‟ before you have explained something
- 21. Improving communication • Speak clearly • Be patient • Don‟t rush them • Guide the call to keep it „on topic‟ • Clarify understanding at every point
- 22. Double check before making the sale • Sometime „Oh yes‟ means „I‟m listening‟ not „I agree to that‟ • If in doubt ask them to explain back to you what they think the deal is • Ask yourself honestly – is their „yes‟ real agreement or just submission? • Ask them whether there is someone else they would like you to speak to about this – a family member perhaps
- 23. Call centre management • Train and support staff • Consider setting up a special team to deal with these customers • Give recognition to staff who have performed well – don‟t penalise them for taking longer on these calls • Be on the look-out for multiple subscriptions
- 24. Training ideas • Young call centre staff may not have the life experiences • Colouring training with real people scenarios
- 25. Databases • Assessing and logging the quality of communication • Allow customers to make a personal declaration
- 26. Assessing and logging the quality of communication • Allow the advisor to score each call to indicate the quality of communication they achieved on the call • If the quality of communication was poor, then warn call centre agents when they speak to that customer again
- 27. Communication assessment data • Allows you to identify training needs • Allows you to positively acknowledge advisors who are handling these calls well
- 28. Personal declaration • Allow customers to leave a free text comment on their customer record “I, John Smith, wish anyone working in this organisation to be aware that I currently have mental health problems which might affect my ability to make decisions. Please give me some time to think about the decision and call me back at a later date before continuing with any sale.”
- 29. Personal declaration • Allow customers to leave a free text comment on their customer record “I am Joan, I am in the early stages of dementia. On some days I will understand what you are saying, but on other days I won’t understand and may repeat myself. Please will you take this into account and call me back another day. I will also find it difficult to understand you if you speak quickly or rush me.”
- 30. Sharing information with third parties • Understanding when to share and when not to share information • Allowing carers access • Taking a pragmatic approach • Build this into procedures
- 31. More than „Do no evil‟ • Used well the telephone is a great channel for vulnerable people to do business • Often have mobility problems • Often are not web aware
- 32. Who wants unhappy customers? • Not expensive to implement • You will get enthusiastic support from your staff • Reduce confusion, complaints and escalations • Makes good business sense
- 33. Next steps Elaine Lee – Reynolds Busby Lee
- 34. Getting started on change • We‟re at the starting blocks...
- 35. Getting started on change • Senior management sponsorship • Dedicated „desk‟ • Positive acknowledgement of good outcomes • Share learning from difficult situations • Good service has its merits • Welcome candid feedback
- 36. Business process stuff in your organisation • Don‟t expect perfection from the outset • Make it easy to complain • Human beings can care, machines can‟t
- 37. Next Steps • Promote guidelines to industry • Get clients build this into their tenders • Develop tools such as training modules • Focus groups with Carers • Evolve guidelines with feedback from industry and consumers groups • Roll out to other channels via DMA councils – direct mail
- 38. Thank you
- 39. Vulnerable people and tele-marketing
- 40. Today • A bit about us • Why is this an issue? • What is mental illness anyway? • Impact on tele-marketing • What you can do • What we‟re doing www.rethink.org
- 41. About us 40 years ago Started with a letter Today: 100,000 people helped each year 1300 staff 250 services 150 support groups 1 national advice line 1 million people‟s attitudes changed www.rethink.org
- 42. What is mental illness? www.rethink.org
- 43. What is mental illness? Something that: 1 in 4 of your customers are experiencing now Half of your customers have dealt with in their families/friendship groups www.rethink.org
- 44. Being honest about it Don‟t know: • precise causes • nature / nurture • precise impact – individual Do know: • treatment: • psychological therapy (for most) • medication (for some) • hope, compassion and understanding (for all) www.rethink.org
- 45. Main types of mental illness „Psychotic‟ conditions: „Neurotic‟ conditions: • Schizophrenia • Depression • Bipolar disorder • Anxiety • Personality Disorder Lose touch with reality Lose sense of self • hear voices • hopelessness • delusions • guilt/self-hatred • constant worry • spend wildly • concentration problems • drink/take drugs to excess • not sleeping • self-harm • suicidal feelings 2 in 100 1 in 4 www.rethink.org
- 46. What it’s really like “I was in my first year of „Someone sent me an email at University. I made lots of work just over three years ago friends, had joined the football to rearrange a meeting and I team and was settling into started crying and crying, and I student life. couldn‟t stop. I found that the But my situation began to only way to stop crying in deteriorate. I stopped going to public, and the one thing that lectures and began to shun helped, was self-harming. It other people‟s company. I was like magic.” loved football but couldn‟t face going to training. I became isolated and began to hear Both these people recovered voices when there were no well. others around.” www.rethink.org
- 47. Impact on tele-marketing Because of symptoms, of mental illness, people might: • find it hard to understand what you‟re offering • depression and concentration symptoms • lack decision-making capacity • bipolar and manic symptoms • find it impossible to talk on the phone • schizophrenia and hearing voices www.rethink.org
- 48. Why does this matter? • If you get this right... you will delight your customers • Most people fluctuate • They remember who treated them well when vulnerable • People with mental health problems (and families and friends) are delighted when companies deal with this well • More openness about mental health • No longer a niche issue www.rethink.org
- 49. Why does this matter? • If you get this wrong... you could face a legal case • Capacity and decision-making • Must assume people have capacity • But need to be able to pick up on clues that they don‟t and cancel contracts • Equality and reasonable adjustments • Need to offer adjustments to people with disabilities • Many mental illnesses are legally recognised as disabilities www.rethink.org
- 50. What can you do? Implement the DMA guidelines: • Ask customers to explain back what they‟re purchasing • Offer information in different formats • „Do you want to discuss with anyone else?‟ • Offering a personal disclosure www.rethink.org
- 51. What can you do? Make sure staff understand mental health as well as they understand cancer or diabetes • Sign the Time to Change pledge • Conduct a simple workplace campaign • BT • Premier League • Channel 4 • Circle Housing • Luton and Calderdale Councils www.rethink.org
- 52. What we’re doing Committed to working with our suppliers to get these guidelines implemented Letting our 30,000 members and supporters know about them Educating people about mental health in Leeds this month Order a guide – it‟s free Changing attitudes nationwide www.rethink.org
- 53. Catherine Grinyer Director of Communications
- 54. Business Disability Forum • Not-for-profit membership organisation set up over 20 years ago to help businesses become disability-smart. • Around 400 members from across the private and public sectors. • We support our members and advise on disability best-practice. • Our Disability Standard helps organisations measure and improve their progress towards becoming disability- smart.
- 55. Disability, why bother? • Good news – you‟re either disabled now or you‟re going to live long enough to acquire a disability. • More than three quarters of disabled people acquire their disability as adults. • 1/3 of people 50- 64 years have a disability; 1/3 of all employees are disabled or are close to a disabled person. • Disability affects every part of your business - employees, customers, markets, suppliers and stakeholders.
- 56. Business benefits • Disability-smart companies understand the needs and expectations of a diverse consumer base and maximise the productivity and creativity of all their employees; disabled and non-disabled. • Research by Microsoft revealed that even people who do not consider themselves disabled can benefit from accessible and assistive technology.. • Spending power of disabled consumers is estimated to be £80bn in the UK and growing.
- 57. Catalyst for change • Disabled customers should be able to expect the same level of customer service as non- disabled customers. • We‟ve worked with our members and Ofcom to produce guidance on accessible contact centres, „Your call is important to us‟. • Our best practice guide helps organisations to improve their call routing systems, contact centres and the customer experience of their disabled and older customers. • We‟re keen to support the DMA‟s guidelines on dealing with vulnerable customers, we believe they are complementary.
- 58. Thanks for your time Catherine Grinyer Director of Communications Business Disability Forum Nutmeg House 60 Gainsford Street London SE1 2NY w: businessdisabilityforum.org.uk t: @DisabilitySmart or @cgrinyer e: catherineg@businessdisabilityforum.org.uk
- 59. Understanding the needs of people with dementia Elaine Lee, ReynoldsBusbyLee Ltd on behalf of Karishma Chandaria, Alzheimers Society ______________________________________________________________________________________________ alzheimers.org.uk
- 60. Introduction • The Alzheimer’s Society • What is dementia • The size of the challenge • The Prime Ministers Challenge on Dementia • Vulnerability of these customers and the risks to businesses. • What businesses can do to remove the barriers for some of these individuals ______________________________________________________________________________________________ alzheimers.org.uk
- 61. The Alzheimer’s Society • The Alzheimer's Society is the leading support and research charity for people with dementia, their families and carers • The Society's fight for a better world for people with all types of stakeholders takes a wide range of forms. • Through our network of local services, we touch the lives of over 30,000 people every week, providing practical services and support • Through campaigning and lobbying we strive to influence government policies and raise awareness of the challenges faced by people with dementia and the people who care for them. ______________________________________________________________________________________________ alzheimers.org.uk
- 63. The number of people with dementia will double in the next 40 years ______________________________________________________________________________________________ alzheimers.org.uk
- 65. Prime Minister's challenge on dementia
- 66. Dementia and vulnerability • The declining ability to process information, which results in forgetting PINs and passwords, and leaving bills unpaid • The trusting nature of many people with dementia, which can leave them vulnerable and open to exploitation from strangers • If someone lives alone, with little support from family or friends, their social isolation and loneliness may lead them to let anyone answer the phone to anyone
- 67. •People with dementia may lose the ability to judge risk and the value of money – common scenarios include making huge purchases over the phone large cash withdrawals, and/or keeping it in the house ______________________________ alzheimers.org.uk
- 68. Common problems • People with dementia who live alone repeatedly receiving unwelcome or nuisance telephone calls commonly reported by carers. • Carers of people with dementia having to deal with telephone cold callers who routinely target the person • Being repeatedly called to change utility supplier • High pressure sales tactics where people are repeatedly sold multiple memberships and subscriptions • Complex ‘boiler room scams’, involving false impersonation of a company or organisation ______________________________ alzheimers.org.uk
- 69. Risks to your business • Organisations can have little understanding of how to pick up signs of a consumer with dementia, or how best to handle such situations with care and respect • Staff may not be equipped to deal with the situation involving a person with dementia, and there is often no policy for addressing any problems that may arise • Despite their best intentions, organisations may not give consistent quality service to a person with dementia. • People with dementia can be trusting and believe that a sales representative (whose motivation is to sell) is acting in their best interests in an advisory capacitythis leaves them at risk of being manipulated by unscrupulous operators.
- 70. What can your business do? • Ensure that your staff are ‘dementia aware’ • Frontline staff need to be alert to the signs that the person they are talking to may not have the capacity, at that moment in time, to make an informed decision • Practical tips for staff for communicating with people with dementia • Using other methods of communication e.g. mail • Use industry best practice guidelines and adapt them to your business
- 71. Thank you Karishma.Chandaria@alzheimers.org.uk ________________________________________________________________________________________ alzheimers.org.uk
- 72. Thank you… Presentations will be emailed to you tomorrow A final thank you to all of today’s speakers: Jacqui Crawley, KMB Telemarketing Ltd Elaine Lee, ReynoldsBusbyLee Ltd Catherine Grinyer, Business Disability Forum Jane Harris, Rethink Mental Illness
- 73. Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again!
Notas del editor
- Looking at contact centre work – what are the core challenges facing our industry ahead and how might we best support those in contact centres to allow them to provide the best possible service to customers and contactsWorking against a backdrop ofAgeing populationIncreases in numbers with diagnosed Alzheimer's / DementiaIncrease in diagnoses of mental health issues (both transitory and long-term), huge work being done to remove the stigma of mental healthe.g. bi-polar armed forces returning from combat with PTSD
- Started as a council initiative – set up a working party to look for materials to best support contact centresConclusion – guidelines were difficult to findWhat was out there focused on what to do when things go wrongOur emphasis more on how to prevent things going wrong in the first placeInitially shaped our thoughts,CLICKReached out to organisations we knew would deal with vulnerable consumersCLICKContinued our research – found documentation from BSI and BDF
- SLOW CLICK THROUGH – LAST POINT EMPHASISE
- The world in which we now transact and engage with companies has changed enormouslyMove at a faster paceWant things nowWant to be able to pick up the phone or go online and buy now or have my question answered nowIndustry at the forefront – Customer supportNew offersAll industries but importantly financial services, utilities, media, home shopping/ecommerce, giftsWe noted the change in society and wanted to ensure that as service providers we are best supporting societyLooked for guidelines on how best to handle contacts with vulnerable customers at a distance – nothing easy and quickly available
- Because of the Prime Ministers challenge on dementia it is easy to think of this as just being an issue about dementia – it isn’t …Btw – PM’s challenge – Jeremy Hunt
- Vulnerable to scams, but also vulnerable to legitimate S & M -
- As if it wasn’t difficult enough being a carer …Chris Combomile chied exec of the DMA had a similar experience with his Mother who had multiple subscriptions to the same magazine
- Vulnerable to scams, but also vulnerable to legitimate S & M -
- … they just need to be joined togetherVast majority of Companies really want to do this rightMost Advisors want to do it right – after all one of the key skills in their job is listening to people to understand what it is that they want.Few have procedures in place to guide and support advisorsAdvisors left to themselves to make their own decisions without the confidence that they will be supportedBT & NPower have both made this step – if all call centres took the same amount of care then we’d be very happy
- Listening skills are not enough – call centre staff need to be trained do identify when they are talking to a vulnerable consumerWhen they have determined this they need to use other techniques to make sure that they understand the customer and the customer understands themTerminology – customer / prospect / donor / supporterFinally staff have a few additional checks to make before they make the sale
- Asking you to speak more slowlySaying ‘yes’ when it’s clear that they don’t understandAsk unrelated questionsKeep repeating themselves
- PatienceDon’t assume you know what they needListenThey may need to put the phone down to find some papers – and this could take a while
- Do you need to discuss this with anyone else?Would you like me to explain any part of this again?Do you want to think about this before you make a decision
- A special team- yes – but all staff have to be trained to recognise needs
- But many call centre staff are young and haven’t come across this situation themselves so need to be trained – this is more than just common sense
- Call centre must’t have a goldfish memory & have to re-asses needs on every call.Some needs are clear – language needs, if customer prefers to be communicated to by email or mail, if the customer is deaf.
- Call centre must’t have a goldfish memory & have to re-asses needs on every call.“I’m in the early stages of dementia – some days I will be fine, but other days I won’t understand what you are saying”
- Riour e calls to a special team?
- How many minutes left on mum mobileMum’s got dementia – please don’t call her again
- The telephone is the perfect medium for vulnerable people to transact business
- Needs senior management buy in and leadership to drive the changeDedicated desk – train a team of super agents to be your first lineWe welcome candid feedback - this will be an ever evolving document and needs inputSharing the challenges you have faced with difficult situations is as important as sharing the successGood service will benefit your business – your customers will stay loyal and will become advocates
- [add TTC ad] Say help families and friends as well as people with
- So if you’re doing at least 4 phone calls a day, likely to speak to someone who has a mental health condition of some sort. Means it’s probably a good idea for you to know something about it. But before I tell you a bit about it, wanted to be honest about what we don’t know
- Don’t know – precise cause (think it’s a bit of nurture and a bit of nature – twin studies show 50% chance of schiz, for example. Know that some life events like losing a job, divorce, moving house increase chances. And unfortunately those kinds of Do know about what works in terms of treatment.V different from 50 years ago.Psychological therapy is a must for most people with mental health problems – everyone should be offered it, but there is no point forcing someone to do it. Takes commitment and energy. Waste if someone’s not at a stage where they can commit.For people with some more serious mental health problems – severe depression rather than mild or schizophrenia or bipolar disorder – medication is needed, sometimes for short periods, sometimes for the long-term.And what everyone needs – as everyone with any health problem needs – is hope, compassion and understanding. Doesn’t help people if feel isolated or neglected. Doesn’t help people if feel no chance of getting better. I don’t think you can help with the first two – I think you have got a role to play in the latter.
- Quickly out line the two main categories of mental illness and then come on to the implications as I see them for youMain distinction is between roughly what are ‘psychotic’ conditions and ‘neurotic’ conditions. Psychiatrist might not quite divide things like this but I want to do so for you because I think this is the easiest way to start to think through implications for you. Psychosis – want to be really clear here schizophrenia is not about having 2 different personalities. Not Jekyll/Hyde. Never has been. That is multiple personality disorder and that is much, much more rare. Voices – want to be really Delusions – anything from thinking the KGB is following you to the TV is talking to you to your phone line is being bugged. Need to recognise that people can and do recover from both. Most people who have these symptoms don’t have them long-term.
- Hope that gives you a little taste of what people are going through.People don’t choose to have a mental health problem any more than choose to have a physical disability or cancer or diabetes.As socially responsible companies and as trusted providers, need to be sensitive to people’s circumstances
- Some people's decision-making won't be particularly affected, but for other people they could lack the decision-making capacity they need to legally enter into a contract. - Others may find it hard to understand what is being offered or find it hard to communicate. Someone who is hearing voices at the same time as talking on the phone may very much find it difficult to understand what is happening, may need to have the same thing repeated a lot. Someone who has depression may not process information as they would usually. Someone with bipolar, in a manic stage, may make all kinds of commitments because they aren't able at that point to keep track or remember what they've agreed to. What can companies do? Ensure that staff understand as much about mental health problems as they do about physical health problems. You could invest in some very basic mental health awareness training. If as a society we knew as much about schizophrenia or bipolar disorder as we do about cancer or diabetes,this might not be necessary. But we don't have that basic level of understanding throughout society. If a customer said 'Sorry, I really can't talk - I'm having cancer treatment at the moment', presumably people would politely say how sorry they were to hear this and end the call. What would happen if someone said 'The voices are really getting to me' or 'I just can't seem to get out of bed today'? Would someone say 'I'm really sorry to hear that, I'll call back another time'. Or would they go silent? Or laugh? What if someone started talking very very quickly and couldn't seem to stop, as they might do if they were in a manic phase of bipolar disorder. Your business is all about creating trusting relationships with clients. You don't need to go on psychiatric training in order to do your jobs, but you do need to treat people undergoing symptoms of mental illness with the same care, compassion and respect as you would do people with physical illnesses. We all make sure our staff are trained in physical first aid - what about mental health first aid? We've been working recently with companies such as Ernst and Young, Shell and BT to make sure that their employees understand mental health just as well a physical health. They see the business case for understanding their customers and employees better. The Direct Marketing Association writing these guidelines is a great step towards this industry doing the same.
- [add A Campbell photo?]Openness – came out with a story on schiz last year and it was top item on BBC Breakfast. Wouldn’t have happened a decade ago.More and more celebs talking about this openly – Frank Bruno, Stephen Fry, Ruby Wax. Public is more sympathetic and more demanding.
- Really practical. Few things I’d highlightAsk people to explain things back – always good as a mgmt tool. Really good test of whether someone has capacity. Offer info in diff formats – if someone is hearing voices, need to see things written down or emailed Do you want to discuss with anyone else? – can be embarrassing to admit you can’t make a decision yourself. If people are vulnerable, can feel infantalised. Helpful to have this offered rather than have to say it yourself. If a customer said 'Sorry, I really can't talk - I'm having cancer treatment at the moment', presumably people would politely say how sorry they were to hear this and end the call. What would happen if someone said 'The voices are really getting to me' or 'I just can't seem to get out of bed today'? Would someone say 'I'm really sorry to hear that, I'll call back another time'. Or would they go silent? Or laugh? What if someone started talking very very quickly and couldn't seem to stop, as they might do if they were in a manic phase of bipolar disorder.
- We’re running a campaign at the moment to get people very basic information about mental health – it’s not rocket science, but it really helps. Got a flyer in your packs about our guide. Order one – it’s free. Really struck me during development of these guidelines that one of the companies round the table said that their older staff were much, much better at dealing with these situations. Most of us do have relatives or friends with MH probs at some stage in our lives. Question is how to shortcut this and give people this experience when they’re younger. Time to Change campaign – target audience is 25-40 year-olds. Messaging and materials are tested.
- [add