There are many reasons why your customers might find it difficult to make a decision. While we can offer advice, we must avoid pressuring them into any course of action. Instead, we need to understand and address the issues that lessen mental capacity, so we can empower customers to make decisions that are in their best interest.

We are Masters of Decision Making

We are masters of decision making as each one of us makes thousands of decisions every day. Some are made without a second thought, they are instinctive. Meanwhile, others need us to research or consider multiple factors before we can make an informed decision.

The decisions we make are based on what we think is in our best interest at that moment in time. Others might disagree with our choices, but they can’t see the options and potential outcomes from our perspective. However, it is important to respect everyone’s right to make their own decisions, unless professional assessment states a lack of mental capacity.

Sometimes, we regret the decisions we make, but we then need to make more decisions that help us turn things around. Equally, we can support customers to make changes if they feel they’ve made the wrong decision.

‘I can’t think!’ – What Impacts Mental Capacity?

Many factors impact our mental capacity and make it harder to understand, retain and evaluate information that helps us make decisions.

We typically associate reduced mental capacity with health conditions including dementia or brain injury. However, there are many other reasons why customers may find it harder to think. These include:

Illness or pain – reduced physical or mental health can lower our capacity to think straight. Even being bunged up with a common cold makes it more of an effort to process information.

Crisis situations – if you’ve just experienced a trauma including a car accident, bereavement, abuse, lost child or bag theft, your mind is focused on the event and can’t take on more.

Lack of sleep – we depend on sleep to maintain good brain function, so a few nights of broken sleep or insomnia reduces concentration and focus.

Other priorities – isn’t it hard to think about anything when you need the toilet, are thirsty or hungry, have a bus or train to catch, have a crying baby or have just been told about redundancies at work?

Noisy environments – when our senses are being bombarded, it is difficult to focus on information shared and form a conclusion.

Taking medication – the side effects of medication can include drowsiness and what is described as ‘brain fog’ which impedes mental capacity. The same applies to illegal drugs.

How Can We Empower Customers to Make Decisions

Actions of Front Line Staff

A customer might disclose that they have a health condition or other issue that is impacting their ability to think. Equally, you might notice that they seem confused, distracted or unable to take on board what you are saying. In either situation, your actions can help.

Firstly, avoid pressuring them into making a decision. If there is a genuine reason that they have to make a decision quickly, explain that to them. However, let them know of the options if they can’t.

“I’d like to sort this out for you today, however, our branch is closing in 10 minutes. If you are not ready to make a decision now, I can give you my direct contact details. Then, you can call or email me when you are ready.”

Secondly, recognise the situation or timing may not be ideal and address other concerns first.

“I understand this isn’t the right time to discuss this. Would it be helpful if I emailed the information to you and you can reply if you have any questions?”

Thirdly, allow them more time to consume the information and ask questions. That might require booking a longer appointment or asking a colleague to step in and help other customers. Be patient and prepared to repeat information, clarify points and outline options, potentially more than once.

Finally, if they ask your opinion, share it, explain why and highlight both the pros and cons. If they make a decision that you consider poor, check with them, however, respect their right to decide.

Responsibilities of Organisations

As an organisation, it is important to equip your frontline staff to support customers.

This can include:

• Not having rigid time restrictions for each customer interaction.
• Setting targets on the quality of interactions, rather than the quantity of interactions.
• Providing information in easy-to-comprehend formats. Our Consumer Understanding Guide outlines ways to check the readability, comprehension and accessibility of information.
• Offering facilities such as quiet areas, chairs and a customer toilet in your physical premises.
• Providing employees with a signposting resource so they can direct customers to appropriate external organisations for additional support.

Assistance with Decision Making

Some customers with reduced mental capacity may enlist the support of a friend or relation when they attend an appointment or make a call. This person may simply provide reassurance. However, be cautious if they take the lead in the discussion and decision. Remember who your customer is, direct conversation to them and check their understanding and agreement with any points made.

As a mother of a son with a health condition that can make it harder to process new information, I sometimes attend appointments with him. I find it rude and frustrating when the conversation is directed at me, rather than him. I redirect it to him, but can see how easy it could be for someone to take over and disempower an individual from making their own decisions.

Meanwhile, if you believe that a customer has insufficient mental capacity to make important decisions, you might put additional steps or checks in place before processing any action.

Additionally, you can check if a customer has a Power of Attorney or Guardianship online. It is a free service, however, you need to complete and submit a form, so the answer isn’t instant. This is a legally registered individual who has responsibility for making decisions if your customer lacks mental capacity.

Make a Decision

Supporting and acting on the decisions made by your customers is part of a customer service role. You may think that a decision is easy to make, however, this article highlights some reasons why some customers may find it challenging.

Remember that you are familiar with the information and process, while they may not be. By being patient, providing information, answering questions and adapting to best meet their needs, you can empower customers to make a decision.

Finally, you might believe they have made a poor decision and can check before processing. However, respect their right to make that decision.