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Masterclass: Recognising the needs of vulnerable consumers and how to make reasonable adjustments


Do you always know when you are interacting with a consumer in a vulnerable circumstance?

A recent study by the Financial Conduct Authority [i] found that 50% of UK consumers currently show one or more characteristics of potential vulnerability (25.6 million) – based on health, financial resilience, and on life events that could be having a detrimental impact on them.

Most organisations will have conversations with people who find it difficult to make informed decisions about the choices offered to them. Our practical masterclasses offer advice on best practice and guidance on how to create a positive experience for consumers from a variety of backgrounds with differing needs.

Given the FCA’s findings there are likely a significant number of consumers that are inadvertently mishandled by consumer service representatives, who don’t know how to identify if they are vulnerable or not.

Our training has been designed by industry experts from within the direct marketing industry and created for all levels - from introductory to advanced - to benefit a broad range of employees working with consumers in vulnerable circumstances. This includes sales teams' consumer service roles to those looking to understand more about vulnerable consumers served by their organisations.

This masterclass held at DMA House will enable you to become a trainer within your organisation by providing you with everything you will need to deliver informative training sessions for all your staff.

You will:

  • Learn to appreciate that vulnerability is complex and changeable - helping you recognise vulnerability when you see it
  • Take part in an afternoon masterclass and learn how to adapt training to suit your audience
  • Become a champion for vulnerability within your organisation - with the ability to customise the content from the vulnerable consumers training package for a variety of audiences in your organisation
  • Understand what reasonable adjustments can be made and decide which are the most appropriate for your consumers
  • Take away a practical toolkit to take away and share in your organisation

Masterclasses are run by Elaine Lee of ReynoldsBusbyLee Ltd and Jacqui Workman of KMB Ltd, who have been championing the needs of Vulnerable Consumers for nearly a decade as co-chairs of the DMA's Vulnerable Consumers Working Group.

"In total, we've run 7 sessions all over the country and trained almost 90 staff. The feedback has been excellent with all managers saying how easy it is to roll out, using these notes and slides, the Telephone Fundraisers have commented on how much they've enjoyed the sessions and how well they've been able to pick it up and understand it. So, a big thanks from us" - Catherine Lloyd, RNIB

Each masterclass is held at DMA House on:

  • Wednesday 11 November 2020

These full-day masterclasses include an afternoon session whereby attendees experience ‘hands-on’ some of the many challenges consumers face.

Masterclasses are £150 (+VAT) per person for DMA Members and £180 (+VAT) per person for Non-members.

Spaces are limited so please contact to book your place.

Get the help you need to have the right conversations, the right way, for the people who need it most.

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