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Case study 10: the BRUCE protocol – how to identify and spot customers with decision-making difficulties

Behaviour and talk - staff should monitor a customer’s behaviour and talk for indications of difficulties with:

Remembering – is the customer exhibiting any problems with their memory or recall?

Understanding – does the customer grasp or understand the information given to them?

Communicating – can the customer share and communicate their thoughts, questions and decisions about what they want to do?

Evaluating – can the customer ‘weigh-up’ the different options open to them?