Consumer Understanding Guide for Businesses

This useful guide helps businesses look more carefully at how they communicate with customers, where understanding can break down, and what teams can do to make decisions easier, clearer and more accessible.

It covers both practicalities and compliance considerations, with guidance on Consumer Duty requirements, reviewing communications, checking understanding in real conversations, using feedback and testing, and gathering evidence that your approach is working.

What's included? Download now

What's included?

  • Guidance on Consumer Duty requirements linked to clear, fair and non-misleading communication, including checking customer understanding
  • A practical process for reviewing communications, from identifying the target audience and key information through to checking understanding and improving materials over time
  • Useful recommendations for reviewing emails, website copy, contracts and other communications for clarity, accessibility, respect and consistency
  • Advice on checking understanding in conversations, including better questions to ask and why a simple “yes” is not enough
  • Ideas for gathering outside perspective through focus groups, feedback, usability testing, third-party review and lived experience input
  • Examples of how to evidence consumer understanding outcomes through analytics, complaints data, customer feedback, call reviews and other practical measures
  • A summary checklist to help teams review gaps in communication, process, accessibility and support across the customer journey

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