How we use BRUCE
Here are the four steps we use when using this conversation model.
Step 1 - identify
Identify when a customer is saying or doing something that may mean they need support with their decision-making.
This is the B in BRUCE. We're looking for behaviour or talk that suggests they may need extra support.
Step 2 - clarify
Identify which aspect of decision-making they are having difficulty with.
This is where the remaining letters of BRUCE come in. Are they having trouble with:
- Remembering?
- Understanding?
- Communicating?
- Evaluating?
It could be one or more of these.
Step 3 - offer support
Once you understand where they are having difficulty, you can offer appropriate support.
We'll look at some examples in the next section.
Step 4 - has the support worked?
Sometimes, despite offering support, customers will still struggle to make decisions independently.
In these situations, it may not be in their best interest to continue. This is when we pause and speak to our Vulnerable Customer Champs.