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Case study 16: Sun Life financial of Canada’s ‘vulnerable customer champions’

Sun Life Financial of Canada has established 'Vulnerable Customer Champions' in most of their outsource partners. These are in place to champion understanding of the needs of vulnerable customers and how to help them. Their activities include:

 Being a reference point for more acute cases and provide guidance on how to help and communicate in the given situation;

 On occasion, taking ownership of the call or making a call back;

 Engaging with senior management to vary standard processes because of individual needs;

 Maintaining a focus on the needs of vulnerable customers by attending team meetings, reminding colleagues of how to identify vulnerable customers and help and sharing examples of recent support provided.