Purple Tuesday is a reminder of the significance of the Purple Pound and that disabled customers deserve not just to be able to get in to a shop, store or website but really great customer service as well.
The spending power of disabled people in the UK is around £249 billion per year and likely to increase as we live longer. This means that quite apart from being the right thing to do as an ethical retailer, it makes good business sense to design premises and websites that are both accessible and usable and to train customer facing colleagues on how to provide excellent customer service to disabled people. If you can do this then you will be providing the best shopping experience for everyone, regardless of disability.
Receiving good customer service is important to everyone, but it can be particularly important to disabled customers and clients who may have very specific needs and be concerned about how these will be met by your organisation. When surveyed about access, 72 per cent of disabled people said that were more likely to visit somewhere new if they were welcomed by staff or the venue appeared to care about access.
What makes for great customer service?
- Know your customer
- It is likely that 1 in 5 of your customers and clients will have a disability and many will have a condition which is not visibly apparent.
- A customer may have a disability but may never mention it to you or describe themselves in that way.
- Obvious really but disabled customers should be treated with the same courtesy and respect as anyone else.
- Be aware of your legal obligations – although if you are committed to providing the best possible customer service, you will more than meet the requirements of the law.
- Nevertheless, ensure that disabled customers can access your service in the same way or as close as possible to the same way as customers without a disability.
- If this is not possible, you must offer a reasonable alternative. This may mean doing things differently and providing the service in a different way. The level of service should not change, however. This is an opportunity to think flexibly and creatively about how to provide great service while meeting the needs of your disabled customers.
- Make sure signage is clear and direct.
- Grant access to assistance dogs. Assistance dogs provide vital support to a wide range of disabled people and people with long-term conditions.
- Ensure that customer service and sales assistants know the building. There is no point in making your premises as accessible as possible if customers aren’t told about lifts, accessible toilets, ramps, and hearing loops. Schedule regular checks to ensure these facilities are working and make sure you inform disabled customers and offer alternatives. You can’t help things breaking but you can and should make contingency plans for when they do. Remember to tell your customers about the alternative ways in which you can provide the service to them. It shouldn’t need saying, but telling disabled customers to come back another day when things are fixed is not an acceptable alternative!
- Be aware of emergency evacuation procedures and how they affect people with disabilities. Be ready to explain procedures to people if needed.
- Always be on the lookout for people who may need extra assistance and offer help regardless of whether or not you think the person has a disability. Most disabilities after all are not visible.
- Some people may need extra time paying for goods or completing a form. Always be patient and never rush the customer, even if other customers are waiting.
- Have local public transport information available including numbers of accessible taxis.
Disabled customers are more likely to return if they receive good customer service. Providing such service gives out a positive message to everyone about how much you value all your customers. Good customer service goes beyond days like Purple Tuesday. This is an opportunity for retailers to get it right and to keep getting it right every day of the year for all their customers.