Data & AI can lead the way in identifying and supporting vulnerable energy customers

Tackling vulnerability requires a united approach backed by technology 

The UK’s Energy sector is under increasing pressure to do more for those who need it most. In its refreshed Customer Vulnerability Strategy, Ofgem made its expectations clear: companies must improve how they identify vulnerable customers, use data more intelligently, and deliver meaningful, inclusive support. This includes helping those struggling with bills, enhancing customer service for at-risk groups, and driving innovation that leaves no one behind.

But meeting these expectations is no small feat – especially in a landscape shaped by rising inflation, surging energy prices, and a growing number of people facing financial, physical, and digital vulnerabilities. Today, nearly one-third of the UK population is considered financially vulnerable, and an estimated 6.1 million households are living in fuel poverty, according to National Energy Action*. From pensioners and people with disabilities to those facing language barriers or living in non-traditional housing, the definition of vulnerability is evolving. It is no longer a static label but dynamic, multifaceted, and often hidden.

As the energy transition accelerates, vulnerable customers risk being left behind – unable or unwilling to engage with new technologies or benefit from flexibility schemes designed to lower energy bills. When the decision is between heating or eating, the choice for vulnerable people is clear.

How can we, as an industry, tackle these challenges for those that need our help?

We know that identifying and supporting these vulnerable customers isn’t just a regulatory requirement, it’s a passion driven by many in individual organisations across the industry.

Each of the challenges facing the Energy sector – rising fuel poverty, hidden vulnerabilities, digital exclusion, and the complexity of the energy transition – requires tailored, thoughtful responses. But underpinning all of these is a common thread: the need for better data and smarter systems to pave the way for the sector to provide stronger support for vulnerable customers.

Here’s how:

1. Identifying vulnerable customers with precision

For a long time, we’ve relied on the Priority Services Register (PSR) as a proxy for identifying consumers in vulnerable situations. But this traditional method of identifying vulnerability – based on age, income, or disability – is no longer sufficient. Because vulnerability is shifting and hard to pin down, and many circumstances or characteristics aren’t captured by the existing codes included in the PSR.

In its refresh strategy, Ofgem recognises that some suppliers operate their own ‘PSR+’ which goes above and beyond the industry agreed needs codes. However, it’s not a common or standardised mechanism.

With the right data strategy, you can go beyond surface-level indicators to build a more complete, real-time picture of who needs support. By integrating diverse data sources – such as payment history, PSR enrolment, housing type, and even weather data – AI models can detect patterns and flag customers who may be at risk before they reach crisis point. This enables proactive outreach, not just reactive response.

2. Planning for vulnerability, not just reacting to it

Once vulnerable customers are identified, the next step is to plan for their needs. This means embedding vulnerability into operational planning, by:

• Ensuring customer service agents know a customer is vulnerable from the second a call/chat is connected and how to tailor advice to that customer’s specific vulnerability
• Making available appropriate advice based on a customer’s specific circumstances
• Outage responses
• Infrastructure investment

For example, if a power cut is forecast in a certain area, AI can instantly identify which customers in that zone are vulnerable and trigger automated workflows to ensure they receive timely support—whether that’s a welfare check, backup power, or alternative accommodation.

3. Delivering personalised, scalable support

AI-powered segmentation allows companies to tailor communications and services to different types of vulnerability. Someone with limited digital access may need a phone call, while another customer with low financial resilience might benefit from targeted payment support or energy efficiency advice.

This is where platforms like Salesforce come in. As the leading CRM in the energy and utilities sector, Salesforce enables organisations to:

• Unify customer data across systems for a 360° view
• Automate workflows for proactive support
• Track and report on vulnerability metrics
• Coordinate across teams and partners to deliver joined-up services

4. Driving behavioural change during the toughest times

Data and AI can play a pivotal role in designing more effective campaigns, especially during critical periods like winter. By analysing past campaign performance and customer behaviour, organisations can refine their messaging, target the right audiences, and shift the focus from heating homes to heating people. Additionally, AI can help identify and align with key trigger points – ensuring that timely, relevant advice reaches customers exactly when they need it, increasing engagement and uptake. This approach also builds long-term resilience by helping customers reduce energy use and access support earlier.

5. Embedding vulnerability into the energy transition

As the energy system evolves, we must ensure vulnerable customers, and their needs, are adequately considered. Climate change impacts us all but the people who are vulnerable are impacted the most by it and they might not be able to move to escape it. Companies must ensure sustainability and suitability for everyone in the networks they build.

Keep an eye out for our next blog, in which we’ll take a closer look at vulnerability in the energy transition.

Let’s collaborate to drive the change

No single organisation in the Energy sector can tackle the complex challenge of vulnerability. It requires a united effort across suppliers, networks, regulators, tech providers, and community groups to ensure no one is left behind.

Initiatives like shared data trusts, vulnerability registers, and partnerships with local services can accelerate progress. Especially when grounded in trust and community connection.

Data and AI are key enablers. When used ethically and collaboratively, they offer a fuller picture of customer needs, enabling smarter, faster, and fairer supply.

By working together, we can pool insights, co-develop solutions, and align standards – from data-sharing protocols to definitions of vulnerability. Together, we can drive long-term change.

We’re working with Salesforce to build solutions that do exactly this – combining world-class technology with deep sector expertise to support those who need it most. If you’re facing similar challenges and are driven by the same passion for your customers, we’d love to collaborate.

_{*National Energy Action defines fuel poverty as a household spending 10% or more of their income on energy bills.}