
Sales professionals face growing pressure, not just to hit ambitious targets but to ensure every prospect is treated fairly. That balance becomes especially difficult when vulnerable individuals are involved. In highly regulated sectors like finance, telecoms, or utilities, the stakes are even higher. These industries have a clear duty of care, and every interaction must reflect a commitment to protecting at-risk customers.
Failure to meet these standards carries real consequences. In 2023, TSB Bank was fined over £10 million for failing to handle vulnerable customers adequately. Companies are under increasing pressure to prove that every team, not just compliance, is playing its part.
But identifying vulnerability is rarely straightforward. While a person may show signs of memory loss, confusion, or distress, these signals will usually be subtle in phone or video conversations. For sales teams handling dozens of calls daily, spotting these signs while juggling admin and targets is extremely difficult. This is where AI makes a real difference.
Voice: the last AI frontier
AI is already widely used across the customer service function. Chatbots handle enquiries, sentiment tools review emails, and analytics track customer habits. But voice has historically been much harder to analyse. Unlike typed messages, conversations are fast, nuanced, and unstructured. Important insights can easily be missed.
However, recent advances in voice AI are changing this. AI systems are now capable of processing and analysing real-time phone and video conversations. This capability enables businesses to gain a live view of customers’ needs, behaviours, and vulnerabilities. In addition to that, it equips frontline teams with the right information at the right time, helping them take the appropriate action.
Spotting cognitive risk in real time
Let’s take a real-world example. A customer with early-stage dementia may sound confused during a call. They might repeat questions, struggle to recall previous information, or become anxious. These are difficult signs to recognise in the moment, especially for busy sales staff who are not medically trained.
AI tools can flag patterns of concern during the conversation. These include speech hesitations, word repetition, or inconsistent responses. The system discreetly alerts the agent, prompting them to slow down or pause the sale. AI can also prompt them to escalate a matter to a manager if needed. This protects the customer and helps the company remain compliant with regulations.
Freeing sales reps from admin
Admin is another hidden challenge. Numerous sales teams still have to manually take notes during calls, to then update their CRM systems following each discussion. This process hampers productivity and can result in data inconsistencies if information is not recalled correctly. Inaccurate CRM data, in turn, creates gaps that can mask potential risks or duplicate conversations.
AI can remove this burden. It analyses calls in real-time, gathers essential data points, and updates the CRM instantaneously. This guarantees precise records and removes the necessity for representatives to alternate between systems. Additionally, it assists people from various teams in obtaining a clear perspective of the customer, thereby enhancing consistency and care.
Uncovering new opportunities responsibly
AI is not just about protection. It can also support commercial goals – when used ethically. During a sales call, a prospect might mention an unrelated need that would otherwise go unnoticed. For example, while enquiring about broadband, they may reference mobile connectivity problems or home security concerns.
In this scenario, AI can identify these signals, suggest relevant products, and provide the rep with a script to follow. This helps unlock cross-sell opportunities that align with the customer’s needs without unnecessary pressure. It also avoids missed chances caused by siloed data or limited agent knowledge.
Regulatory risk is growing
In the UK, the Financial Conduct Authority (FCA) has made clear its expectations around the treatment of vulnerable customers. Earlier this year, it completed a comprehensive review of how firms are meeting these obligations. This includes assessing staff training, customer communications, and escalation procedures.
The FCA’s guidance for firms sets out its imperative on the treatment of vulnerable customers. It’s really very simple: every customer must receive consistent, fair treatment.
But even beyond regulatory consequences, the risk of reputational damage is high. Consumers remember negative experiences far longer than positive ones. Mishandling a vulnerable customer, even once, can lead to public backlash and lasting damage to a brand’s credibility.
Building trust through real-time support
Modern AI tools act like a co-pilot for sales teams. They don’t replace human judgment. Instead, they assist reps by flagging risks and offering guidance as the conversation unfolds. This helps the business apply fair treatment standards consistently, regardless of who answers the call.
Crucially, this happens in real time – not after the call is over. This gives reps the chance to adjust their tone, slow the pace, or escalate the case before harm is done. That ability to act during the moment, not after it, is what makes AI so transformative in this space.
A new standard of service
Phone and video conversations are central to many sales journeys. But until recently, they were difficult to manage, measure, or optimise. With AI, businesses now have the tools to understand what’s being said and what’s being missed.
Supporting vulnerable customers is not a checkbox exercise. It requires vigilance, empathy, and the ability to respond in the moment. AI helps sales teams meet that standard, not only protecting customers, but also building the kind of trust that drives long-term loyalty.
As regulation tightens and customer expectations evolve, businesses that embrace these tools today will be better prepared for tomorrow.