The Importance of Individualized Approaches in Disability-Friendly Customer Service Isn't Universal for Everyone
In a recent study conducted by the Research Institute for Disabled Consumers (RIDC), it was revealed that businesses in the UK are falling short in providing accessible customer experiences and service delivery, a failure that not only infringes on equal rights but also presents a missed business opportunity.
Angela Matthews, Director of Public Policy and Research at Business Disability Forum, commented on the findings, stating, "Businesses are putting up barriers that prevent disabled people from spending money, affecting profit and growth."
The accessibility issues varied depending on the type of disability a respondent had. For instance, people with cognitive impairments and disabilities struggled most in the well-being sector (62%) and household goods and services sector (50%). In the entertainment sector, those with dexterity issues fared worst with 68% reporting issues. For individuals with vision impairments, technology posed the most access issues at 47%.
Matthews emphasized that adjustments and accessibility are about removing difficulties that get in the way of someone spending money with a business. She recommends enforcing mandatory accessibility standards, co-designing alongside customers with disabilities, and enhanced disability-focused staff training.
The researchers also suggest a more targeted approach, suggesting that businesses roll out specific programs and initiatives for different groups at different times, given the variation between different disability segments.
Examples of such tailored schemes include Microsoft's partnership with Be My Eyes, allowing users with sight loss to connect to its help desk via video link and AI (2023); Starbucks opening stores with staff fluent in sign language (2016-2022); Virgin Atlantic's Sunflower Lanyard scheme to discreetly identify individuals with hidden disabilities to its staff (2020); and McDonald's UK's Quiet Hour initiative to assist neurodivergent customers (2018).
The U.K. Government's National Disability Strategy includes research on the accessibility of various physical and digital products and services for people with disabilities. The survey explored access barriers in various sectors: well-being, personal care and beauty, financial and legal services, retail, technology, sports and exercise, entertainment, leisure and hospitality, household goods and services, and couriers, delivery, and postal services.
Retail was identified as the most problematic sector, with 65% of respondents reporting access barriers. Entertainment and hospitality followed closely with 57% of respondents reporting access barriers.
This research underscores the need for businesses to prioritize accessibility and inclusivity to create a more equitable and profitable environment for all customers.
[1]: Source for Whitbread’s Thrive programme information [2]: Source for DWP employment schemes information [3]: Source for low employment rate for people with learning difficulties [4]: Source for Disability-Inclusive Graduation (DIG) programme information
- The Business Disability Forum, where Angela Matthews serves as Director of Public Policy and Research, champions the removal of barriers that prevent disabled individuals from participating in the economy.
- Matthews advocates for the implementation of mandatory accessibility standards, cooperative design processes with disabled customers, and enhanced disability-focused staff training.
- The research conducted by the Research Institute for Disabled Consumers (RIDC) reveals that businesses' failure to provide accessible experiences and services not only infringes on equal rights but also presents a missed business opportunity.
- In the well-being sector and household goods services, people with cognitive impairments and disabilities experienced the most difficulty, while those with dexterity issues struggled most in the entertainment sector.
- Technology posed the most access issues for people with vision impairments at 47%.
- Examples of businesses addressing these accessibility challenges include Microsoft's partnership with Be My Eyes, Starbucks stores with sign-language-fluent staff, Virgin Atlantic's Sunflower Lanyard scheme, and McDonald's Quiet Hour initiative, all aimed at catering to specific disability segments.
- The U.K. Government's National Disability Strategy includes research on accessibility in various sectors, including well-being, personal care and beauty, technology, retail, sports, entertainment, leisure and hospitality, and more.
- Retail was identified as the most problematic sector, with 65% of respondents reporting access barriers, followed closely by entertainment and hospitality with 57% of respondents reporting issues.
- The need for businesses to prioritize accessibility and inclusivity in order to create a more equitable and profitable environment for all customers is emphasized by the RIDC research, with stakeholders encouraged to consider President Joe Biden's recent executive order on diversity, equity, and inclusion in the American workforce and the World Economic Forum's Initiative Inclusive Growth and Shared Future in Education, Science, Technology, and Business.
