Tim Anderton, GTM Consultant at Data on Demand, opened with a question that cuts to the heart of modern collections. His session at the UK Customer Focus Summit 2026 explored what it truly means to deliver human centred collections, challenging organisations to look beyond balances and accounts and instead focus on the lived reality of the customer. At the centre of this approach is a simple idea: better understanding leads to better outcomes, not just for businesses, but for the individuals they serve. 

Turning data into real human insight

Anderton shared how this thinking led to the development of a new approach to identifying vulnerability, combining multiple data sources to build a richer, more complete picture of customers. By bringing together insights across health, life events, and financial resilience, organisations can move from reactive to proactive support. What often surprises businesses is the scale of vulnerability within their own portfolios, with data revealing not just financial strain, but real life challenges such as bereavement, unemployment, and mental health issues. 

From identification to meaningful action

However, identifying vulnerability is only the starting point. Anderton emphasised the importance of translating insight into action, from prioritising those most at risk to adapting communication tone, timing, and channel. The goal is to ensure that every interaction is appropriate, supportive, and tailored to individual circumstances. Crucially, this means recognising the difference between customers who cannot pay and those who choose not to. His message was clear: if collections is to become truly human centred, vulnerability must be embedded from the very beginning. The full session offers a deeper look at how data can drive more responsible, effective customer engagement.