Insight 14 www.aftermarketonline.net OCTOBER 2025 Benefits of managing consumer vulnerability Bill Fennell, chief ombudsman and MD at The Motor Ombudsman, on how garages can identify and manage customers who could be considered potentially vulnerable Customers come from an array of backgrounds, ages, and personal circumstances. The term ‘vulnerable consumer’ is defined in TMO’s Codes of Practice as ‘someone who is at risk of making an incorrect or inappropriate decision, or of receiving inferior goods or services’. This may be driven by visible or hidden factors, such as an illness, a challenging financial situation, or a recent bereavement, which can affect behaviour and state of mind. Of course, this is not about openly labelling anyone as ‘vulnerable’, as they may not even see themselves as such, but it is about having awareness, and being able to identify possible tell-tale signs and cues, which may be shown through a person’s communication with a business, their actions and appearance. A garage’s actions, the services provided and the way staff interact with customers, can all have an impact on someone’s mental and physical health, and potentially exacerbate personal challenges. Patience, understanding a customer’s needs, clear and transparent explanations, and tailoring conversation to individual consumers, are all key to avoiding misunderstandings and reduce the chance of complaints or dissatisfaction. For example, with cars such as EVs often being technically complex mechanically, and where many will be firsttime owners, using complex language and jargon may overwhelm and mean added stress for some. Similarly, different proficiencies in communication, and when English may not be a customer’s first language, could accentuate issues. For those incurring personal struggles, some expressions of negativity by customers may not always appear rational or reflect the level of service or work provided, despite a garage’s best efforts! Using a tailored, nonconfrontational and nonjudgemental approach to build trust, while keeping professional standards high and recognising opposing points of view, are essential to preserving a positive working relationship. Every satisfied customer is valuable, because they are ‘ambassadors’ who can give first-hand recommendations to others. It is even more important to bring an understanding approach when potentially personal difficult circumstances become apparent when working with those who may be considered vulnerable. The smallest gesture, such as offering a cup of tea, or delivering a car back to a customer’s home can be key. Remember too that when something goes wrong with a vehicle, this can have a significant effect on a person’s independence and have financial implications. For those facing hardship, this may cause emotions to run high. Recognising these situations can be effective for adjusting approaches and finding solutions, such as highlighting affordable payment plans. Signposting customers to organisations, such as charities, for free financial and emotional support, may also be appropriate if they appear open and comfortable to the idea. Should a dispute arise, and a resolution cannot be found, TMO can help conclude a complaint against an accredited garage, by helping to determine a fair solution, seeking to maintain a long-term relationship between the workshop and customer. Promoting staff awareness and having a ‘vulnerability charter’ is crucial. This also encourages a culture that moves away from a ‘onesize-fits-all approach’ and promotes out-of-the-box thinking in dealing with customers. This means challenging the status quo, inviting customer feedback and using lessons learned to help shape internal best practice. Garages are customercentric, fast-moving and dynamic environments. Every day is different and in terms of serving clients, ensuring everyone is as prepared as possible is a key asset in the customer service toolbox. Visit www. TheMotorOmbudsman.org/ consumers/accessibility to see TMO’s Vulnerability Charter. Small gestures such as offering a cup of tea can be key
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