What action should a firm take when a vulnerable customer expresses dissatisfaction?

When a vulnerable customer expresses dissatisfaction, the appropriate action for a firm is to act with appropriate levels of care. This means that the firm should respond sensitively and promptly to the customer's concerns, recognizing their potential vulnerability. Vulnerable customers may have additional needs or require special consideration in terms of communication and support. By addressing their dissatisfaction with care, the firm can not only resolve the issue at hand but also build trust and demonstrate that it values the customer’s wellbeing.

Acting with appropriate levels of care may involve taking extra steps to ensure the customer understands the process, offering alternative solutions, or providing additional assistance to navigate the complaint resolution process. This approach aligns with best practices in customer service and reinforces the firm's commitment to serving all customers fairly and compassionately.