Back to Basics: Embedding Vulnerability Across the Customer Journey
From Unlocking Vulnerability by Helen Pettifer
March 9, 2026 · 25 min · Episode 70
About this episode
Helen and Bridie discuss embedding vulnerability awareness into customer journeys and the importance of local branches in supporting vulnerable customers.
In this episode, Helen is joined by Bridie O’Shea, Customer Insight and Excellence Specialist at Mansfield Building Society. Bridie shares how her role focuses on improving customer journeys and ensuring vulnerable customers receive the support they need. Together, they explore the importance of going back to basics — embedding vulnerability awareness into everyday practice, building networks of champions across teams, and recognising the often-overlooked needs of carers. Helen and Bridie also discuss the vital role local branches play in their communities, how meaningful human connections help identify when customers may need extra support, and why this matters even more as financial services become increasingly digital. From supporting colleagues through difficult conversations to simple acts of kindness that make a real difference, this episode highlights why vulnerability work is a continuous journey of learning, listening and improving. Why not join our free monthly Q&As and keep the conversation going - https://www.helenpettifer.com/category/events/live-q-and-a/ Follow me for more episodes, resources and vulnerability insights - Email: helen@helenpettifer.com LinkedIn…
People in this episode
Host: Helen
Guest: Bridie O’Shea
Topics covered
- customer journey
- vulnerability
- support for vulnerable customers
- community engagement
- financial services
Keywords
- customer insight
- vulnerability awareness
- human connections
- continuous learning
Mentioned in this episode
Products: Mansfield Building Society
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