Identifying and Supporting Vulnerable Customers in the Showroom

In today’s automotive retail environment, identifying and supporting vulnerable customers isn’t just good practice; it’s a regulatory and ethical necessity.

While vulnerability can take many forms, such as financial hardship, mental health challenges, life events such as bereavement, or low levels of literacy, the key is being able to spot the signs and respond appropriately. But how do we ensure this happens consistently in a busy showroom?

Recognising Vulnerability in Real Time

Sales and service staff are often the first point of contact. They must be trained to recognise indicators such as:

• Confusion when reviewing documents

• Repeated questions or inconsistent answers

• Mention of significant life changes (e.g. divorce, job loss)

• Hesitation around financial discussions

However, sales staff are not trained psychologists, and identifying vulnerability based on instinct alone is unreliable. That’s where technology becomes a game-changer.

The Role of Technology in Identifying Vulnerability

Technology offers a consistent and structured approach to identifying vulnerability, free from personal bias or variation in experience. Systems like InsightTrak support dealerships by:

• Prompting staff with specific questions and red flags during the customer journey

• Capturing disclosures and behavioural indicators systematically

• Providing a clear audit trail for every interaction

• Alerting management when further support or intervention may be required

This not only improves identification, which is rarely achieved to a consistent standard by sales teams, but also gives businesses confidence that they're meeting FCA expectations around vulnerable customer support.

Practical Forecourt Support Measures

Beyond identification, supporting vulnerable customers requires practical steps:

• Offer a quiet, private space for conversations

• Take extra time to explain products clearly and avoid jargon

• Avoid pressuring customers into immediate decisions

• Record any disclosures or accommodations

• Allow the customer to bring a trusted person to appointments

Empowering staff to escalate concerns and ensuring all interactions are logged in a centralised system helps prevent issues being missed.

Doing the Right Thing – and Getting It Right

A proactive approach to identifying and supporting vulnerable customers builds trust, reduces risk, and strengthens your brand. Using technology ensures this happens consistently, not occasionally. It’s time to move away from hoping your team “just know” how to spot vulnerability – and give them the tools they need to do it right.

How ComplianceTrak Can Help

At ComplianceTrak, we understand the realities of the forecourt. That’s why our tools are designed to be practical, easy to use, and FCA-aligned.

• InsightTrak enables your team to identify, record, and support vulnerable customers in real-time, with prompts, guided workflows, and full reporting.

• Our OnTrak e-learning platform delivers tailored training modules, including vulnerability awareness and regulatory responsibilities.

• Everything is tracked, auditable, and adaptable to your dealership’s setup – whether you operate under Consumer Credit, General Insurance, or both.

We provide a complete framework to support both your customers and your team, helping you build trust, reduce risk, and meet regulatory standards with confidence.

If you'd like expert help putting a vulnerability strategy in place, training your team, or embedding the right systems into your dealership, get in touch with ComplianceTrak today.