When Customers Don’t Just Need Power — They Need People
From Unlocking Vulnerability by Helen Pettifer
February 23, 2026 · 32 min · Episode 69
About this episode
Helen and Natasha discuss the evolving definition of vulnerability in customer service and the importance of emotional support.
In this episode, Helen is joined by Natasha Crooks, Vulnerable Customer Manager at Northern Ireland Electricity Networks. Together we explore how the definition of vulnerability has evolved beyond traditional medical needs to include financial hardship, neurodivergence, language barriers and rural isolation. Natasha shares how NIE Networks has embedded inclusive service into everyday practice — from expanding their customer care register and launching a dedicated vulnerable customer team, to partnering with organisations like Jam Card, Disability Action and Advice NI. The conversation also reflects on supporting customers during major storm events, handling suicidal conversations with confidence, and the importance of looking after colleagues who manage emotionally demanding calls. This episode highlights a simple but powerful truth: sometimes customers don’t just need their power restored — they need someone who will listen. 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: Natasha Crooks
Topics covered
- vulnerability
- customer service
- inclusive service
- emotional support
Keywords
- financial hardship
- neurodivergence
- language barriers
- rural isolation
- customer care
Mentioned in this episode
Products: Jam Card, Disability Action, Advice NI
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- Episode 72 - Why Suicide Prevention Is Everyone’s Business · April 20, 2026 · 48 min
- Why “Vulnerable Customer” Isn’t the Whole Story · March 30, 2026 · 42 min
- Back to Basics: Embedding Vulnerability Across the Customer Journey · March 9, 2026 · 25 min
- Exploring a decade of vulnerability insights and support · February 9, 2026 · 48 min
- Episode 67 - A Conversation about Grief · September 13, 2022 · 41 min
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