Vulnerable Customers – What happens when the money runs out?

In this new paper, our financial services and social intelligence experts explain the type of knowledge and research necessary to fully understand and anticipate the needs of newly vulnerable financial services customers, and how search engine data can support that.

The author(s)

  • Martin Grimwood Senior Client Officer
  • Duncan Fergusson Director, Social Intelligence Analytics
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The UK banking system and the British Government have provided unprecedented financial support to consumers during the COVID-19 pandemic.

However, as loan payment deferrals and furlough support come to an end, lenders face a reputational cliff edge. If they get their response right, they are likely to continue to win hearts and minds. But if they get it wrong, their actions – or inaction – could define how their brand is perceived for years to come.

Search data provides a window into the shifting pressures, concerns and aspirations that financial services customers have. A key benefit of search data is that it captures the often very sudden patterns in consumer thinking. With the volume of potentially vulnerable customers likely to increase over the next few months, financial institutions can look to their customers’ online behaviour to gauge how best to provide what’s needed while also investing in their future brand reputation.

Find out more about this paper or any of our work in this area by contacting us below.

The author(s)

  • Martin Grimwood Senior Client Officer
  • Duncan Fergusson Director, Social Intelligence Analytics

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