Changing the Public Perception of Debt Collection: How PRA Group Puts People First

Radical Transformation

How are companies like PRA Group reshaping the debt collection industry for the better?

Vikki Wilkins, Head of Customer Insight at PRA Group UK, shares how empathy, active listening, and personalised care are redefining the industry.

PRA Group has pioneered a customer-focused approach by establishing a dedicated vulnerable customer team and empowering agents to address individual needs compassionately.

Instead of pressure or judgment, they focus on making customers feel heard, supported, and understood. Through tailored solutions and unwavering care, the company has shifted the narrative around debt collection from confrontation to collaboration.

This commitment to building trust and prioritising positive outcomes has set PRA Group apart, showcasing that debt collection can be a process rooted in humanity and mutual respect. Their approach offers a model for transforming perceptions in one of the most challenging sectors.

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Radical Transformation is the podcast series where we talk to the leaders transforming the future of their organisations and changing the way we live and work.

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