Capita’s white paper explores how focusing on empathy, kindness and sincerity will equip organisations to help their most vulnerable customers.

Companies today are dealing with an increasing range of vulnerable customers and should remember that seemingly small changes can have a significant impact.

There can be no doubt the pandemic has altered the emotional make-up of society. Collectively, we are now much more aware of the suffering of others – and how could we not be after seeing lives turned upside down and businesses upended with no sense of rhyme or reason or equity.

The second year of the pandemic has seen more people in the UK slide further into debt and organisations need to recalibrate their response through empathetic collections.

You don’t have to be involved in collections to be aware that the last 18 months have affected the financial circumstances of a huge number of people.

During 2021, the Capita Institute is asking senior decision-makers critical questions relating to the state of their organisations as we emerge from the pandemic.

Treating customers with empathy has been an increasingly important area of focus within the customer experience industry.

While technology offers many opportunities to deliver a more proactive and efficient customer experience, it’s the human interactions between brands and their customers that often make the difference.

We’re seeing a variety of new trends affecting the utilities market, relating to the environment, infrastructure and consumers.

Research done over the past few years has shown that having people of different genders, ethnicities, sexual orientations, ages and physical and mental abilities within your organisation is good for all sorts of things from innovation and creativity to engagement and retention.