Inclusive Service – what does it mean to you?

Meeting new and changing regulation is a hugely complex issue for service providers. In addition to the cost and resource issues faced, the likes of the Equality Act and Unfair Trading Regulations can affect how businesses target and interact with their customers. There is also a lack of guidance available explaining how businesses can meet these various obligations; with many simply knowing what they should not be doing.

In the financial sector, Treating Customers Fairly has long been the byword for responsible and ethical practice but where service providers too often fall down is when dealing with the vulnerable or disadvantaged.

These customers are perhaps likely to need additional assistance or help but, equally like any consumer, not wanting to be patronised, labelled or targeted with specific products and services.

Consumer vulnerability can be caused by a range of factors including mental health issues, illness, limited knowledge or awareness of products or markets, or a change in personal circumstances, such as a bereavement or a job loss.

Additionally, a consumer may have been be placed in a vulnerable state as a result of being mis-sold a product or service in the first instance, such as a loan to clear existing debt, leaving them in an even worse position. Some groups, such as older people and disabled people, are often assumed to be vulnerable but this is not necessarily true for all consumers in these groups.

The whole area can therefore feel like a minefield for businesses and other organisations and many come unstuck by unintentionally excluding consumers. This could be through the way they communicate (giving jargon-filled information), the technology used in call-centres or services offered exclusively online.

In order to help organisations better market, assist and deliver services to all consumers BSI developed a new voluntary standard BS 18477: Inclusive Service provision in 2010. Identifying and responding to consumer vulnerability is the key theme but the standard also tackles issues such as providing responsible business practices and accessible systems. BSI worked with Consumer Focus, Age UK, the Office of Fair Trading and the Trading Standards Institute to develop the document.

So how does the standard help? Firstly, it sets out recommendations for identifying risk factors, such as ‘triggers’, and how to use unobtrusive questioning to understand the customers’ circumstances quickly as well as the appropriate approach needed.

It pulls together best practice in terms of how services are marketed, sold and presented (including billing) and the information requirements that different audiences or groups may be looking for. And finally, it offers case studies and statistics that will hopefully highlight where bad practice has resulted in a negative result for both business and consumer.

In the UK, the Financial Ombudsman Service has been one of the first major organisations to adopt the standard which is also championed by Citizens Advice in their recent report on ‘Access for All’. Ed Davey the Consumer Minister supported the new Standard: “This is an important new standard that will help protect vulnerable consumers. It will also benefit business. Companies that best understand and respond to the needs of their customers have the best chance of business success."

The majority of organizations don’t set out to discriminate against or exploit vulnerable consumers. They simply don't consider or know the most appropriate way to anticipate and meet their needs.

BS 18477 has been designed to help service providers reconsider their approach and to help them respond with greater understanding and sensitivity. The aim of the new standard is straightforward - to ensure consumers are offered fair, flexible services and for those organisations using it, to increase customer satisfaction, retention and confidence in the brand. .

About BSI Group

BSI Group is a leading global independent business services organization providing standard-based solutions in more than 140 countries. To find out more about standard number BS 18477:2010: Inclusive service provision. Requirements for identifying and responding to consumer vulnerability, visit the BSI website.