Connecting with vulnerable people

In an age of deal switching, our energy client realised that it’s often the most vulnerable customers that don’t take advantage of the most competitive tariffs, and wanted to understand how best to communicate with them in order to support them to switch to better rates.

Speaking to a diverse range of vulnerable customers – from the elderly; people with mental and physical disabilities; to those experiencing financial vulnerability – about sensitive and emotional topics, we went on to deliver a series of personas, backed with a personalised engagement and communication strategy to activate against.