Demonstrate your caring credentials with a Kitemark for inclusive service

The population of vulnerable consumers has mushroomed. Almost half of UK adults are finding it hard to afford their energy bills, rent or mortgage payments, according to figures from the Office for National Statistics. 

For people with additional challenges, such as disabilities or living on a low income, the cost-of-living squeeze is hitting especially hard.

Poor customer service can make life even harder for struggling people.

BS ISO 22458:2022 was developed to set out best practice in meeting the needs of vulnerable consumers. There is now a Kitemark scheme for the standard, enabling organizations to demonstrate their commitment to providing every single customer with good service.

What does it mean to provide good service to vulnerable people?

Everyone will be vulnerable at some point in their lives, but we don’t all respond to challenges in the same way.

For instance, a relationship breakdown might initiate a downward spiral for one person involving financial crisis, extreme stress and mental health problems. This could lead to difficulties at work that, in an extreme case, could lead to unemployment and homelessness. Another person might experience relationship breakdown without becoming vulnerable at all.

Shock rises in energy costs are also anticipated to push many more people into vulnerability. With three million households expected to spend more than 30% of net income on energy by January 2023, an increase in homelessness could follow.

Other examples of vulnerability include:

• Learning disability
• Mental health condition
• Physical disability or illness
• Not having English as a first language
•  Illiteracy
•  Stressor such as bereavement, job loss, relationship breakdown
• Domestic abuse or other problems within the family

To help customers, organizations can review how they interact with people with vulnerabilities. For example, is information available in different formats and in plain language? Are staff well trained and given the authority to respond sensitively to different customer needs?

Helping vulnerable people can benefit your organization

Providing excellent service to people with vulnerabilities is the right thing to do, but it doesn’t have to be seen as a one-way street. Organizations can benefit in a number of different ways. For example:

• Improved reputation for good service
• Better job satisfaction for staff, leading to improved retention and motivation
• An expanded pool of potential customers
• A demonstration of strong company values
• Reassurance for investors, stakeholders and other business partners
• Reduced risk of negative publicity

How the Kitemark scheme can help

If you have used BS ISO 22458:2022 to ensure your customer service meets the needs of vulnerable people, why not display this achievement proudly? The Kitemark Scheme has been developed to certify that organizations meet the requirements of the standard, providing reassurance to customers and other stakeholders.

The Inclusive Services Kitemark has been designed with three sector-specific schemes covering the energy, water and financial services sectors. The Kitemark provides a framework to help organizations and employees understand the factors that contribute to consumer vulnerability and formulate processes that address these challenges, in a way that works for that particular organization.

The Kitemark process

Kitemark certification follows a two-step process led by expert auditors, supported by ongoing surveillance to assess continuing compliance. Key areas of assessment include identification of customer vulnerability, inclusive design of products and services (including adoption of AI) and data collection, protection and sharing.

Natasha Bambridge, Global Consumer Promise Practice Director at BSI said: “Organizations that understand consumer vulnerability, and provide an inclusive and flexible approach, are better able to meet a diverse range of consumer needs, making it easier for consumers to access information, services and products, make good decisions and achieve positive outcomes.

Demonstrate your commitment

“Therefore, achieving the Kitemark for inclusive service will demonstrate an organization’s ongoing commitment to offering an inclusive service for all at a critical time when the cost of living is currently soaring and hitting vulnerable consumers particularly hard.

“Organizations will also benefit from an increased market share, boosting performance, enhanced social value and brand reputation by contributing to United Nations’ sustainable development goals (SDGs), particularly the SDG 10 on inequality.”

Could the Inclusive Services Kitemark benefit your organization?

To demonstrate your commitment to inclusive services, achieving Kitemark certification is a great option. In addition to providing improved service to your customers, it can bring many benefits for your brand reputation and staff morale.

If you have any questions about the Inclusive Services Kitemark, BSI Members can get in touch with the Knowledge Centre’s information experts.