Customer Service
Vulnerable customer identification and routing
Detect signals of vulnerability in customer conversations — bereavement, illness, financial difficulty, distress — and route the interaction to a trained agent with the appropriate handling process.
30–60%
increase in vulnerability signals correctly actioned
Opportunity assessment
Minor improvement. Small efficiency gain with limited effect on overall turnover or bottom line.
Moderate effort. Requires configuration, prompt engineering, and testing. A capable team can get there but expect several months.
Moderate data needs. Works with data most businesses hold, but will likely need consolidation, cleaning, or reformatting before use.
High risk. Significant external exposure or regulatory implications. Requires robust oversight and clear accountability.
High people impact. Daily workflows change materially for a number of people. Training, communication, and active change management needed.
Tooling required
Things to consider
The FCA's Consumer Duty has made identifying and responding to vulnerability an explicit expectation for regulated firms, and the same expectation is increasingly applied by consumer bodies to non-regulated ones (FCA).
Bias towards over-detection. A false positive means a customer gets a more careful conversation; a false negative means someone in genuine difficulty is handled by script.
Never automate the response itself. The model's only job is to route to a trained human, and the handling process must exist and be resourced before you turn detection on.
This is special category data in practice. Document the lawful basis, minimise what is stored, and set a short retention period on the flags.
Experiment starter: Run detection in shadow mode on one channel for six weeks and have a trained team review the flagged interactions. Count how many were genuine and, more importantly, how many the live process had missed.
Go deeper in the playbook
Section — Opportunity Identification, including the AI Opportunity Assessment ScorecardSection — Risk and GovernanceThis opportunity scores low on risk exposure — read the risk and governance approach before you start.More in Customer Service
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AI Transformation Playbook
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