Tailoring propositions for fairness and equality: case studies and best practice

Abstract

In recent years, there has been an increasing level of focus on the service provided to customers in vulnerable circumstances, with a view to improving customer experience and the longer-term outcomes achieved. Anyone could become vulnerable and the psychological and financial impact of not treating vulnerable customers fairly can be considerable because a vulnerable customer is less likely to be able to represent their own interests and more likely to make a poor decision. We explore some examples, by means of case studies, and include: • Sainsbury’s – ‘Slow shopping’ • The Science Museum – Providing access to all • HomeServe – Customer first • Barclays Bank – Culture of understanding • Public Libraries – Digital inclusion • KLM Royal Dutch Airlines – Socially aware robots • Muir Group Housing Association – Providing bespoke services to vulnerable people. We also examine best practice and provide recommendations for organisations to consider.