When great customer service makes an impact

Katherine Beavis wearing a headset

Katherine Beavis

As told to Ebunola Adenipekun, Business Disability Forum

‘My name is Katherine, I’m in my 50s and I have been working from the age of 15. My long term condition is congenital right-sided semi-hemiparesis with spasticity, partial epilepsy and bilateral schizencephaly. Apparently, there are only an estimated 7,000 cases reported. Schizencephaly is the second rarest known brain malformation. According to a study in the UK, the probability of having Schizencephaly is 1.48 for every 100,000 births. But hey, I am no one special and just get on with it and try and enjoy life to the max.

I like travelling, listening to music such as soul, jazz, funk, fusion and rare groove – and a variety of other sounds too and love a good dance. I also love socialising and meeting new people and being with my family, as well as my pet cats Yin and Yang. Also I do like to solve a Sudoku puzzle! I always wanted to be an announcer or do voiceover work for characters in adverts and films etc.

What mostly impacts my day-to-day life is some people’s assumptions of me, e.g. some people assume I don’t have a life, don’t have a social life, assume I haven’t worked my entire life, never had relationships of any kind and don’t have certain capabilities, so I’m “disabled” according to them. What’s worse is some people thinking and saying what they “know” of me but never bothering to “really” get to know me. But that’s their issue, not mine.

The range of customer experience I get from day to day varies but one place that sticks out is my local Halifax branch in Fulham Broadway. Maria Gouveia, one of the Bank Consultants is so caring and devoted and that’s with also with the rest of the team. Maria gives you all the time you need, not just on financial matters but on your welfare/your wellbeing, on any other personal issues you may have and even will talk to you if you’re pet lover about pets too. She has been by my side from the start on how to finance and purchase my bike/mobility scooter –  Maria is a brilliant person, a real people’s person.

Going to my local family-run shop Best One & Post Office in Fulham, we always have a laugh and some banter, but they are also very kind and helpful e.g. one of the members changed my light bulb in my home because I couldn’t do it myself and fixed my curtain rail when it came down and he didn’t charge me to fix it back up and I know if I asked if I could pay on another day they would let me.

Great customer service to me is when you listen to your customers and you show that you care when someone is buying a product or service, but also great customer service when it goes wrong can also turn out or lead to a great outcome e.g. you brought a product and it wasn’t what you asked for as a customer – but then the customer service gets involved and pulls out all the stops for you in trying to solve the problem/s, constantly keeping you (the customer) in touch with progress and reassuring you (as the customer) they are on it. Most of all getting the product/s right for his/her customer leaving the customer totally satisfied by the end of the day.

Another place is my local Sainsbury’s (Fulham Wharf branch), most of their staff are friendly, helpful and so approachable and are willing to serve you.

I have chosen the Halifax branch in Fulham Broadway as nominee for the Disabled People’s Choice Award because they are just very helpful and very supportive towards me in my day-to-day life, have been for many years and they always let me know that they will always be there for me and will serve and protect me in the best way they can.

The reason I think Disability-Smart Awards and Disabled People’s Choice Awards are important is because I believe individuals and companies/organisations deserve to get recognition for their hard work in giving the best service they can to the general public and it’s good for business.’

You can nominate for ‘Disabled People’s Choice Award for the most inclusive service provider, employer or experience’ here

 

Partner Group Reception 2018: Bringing your whole self to work

By Ebunola Adenipekun, Business Disability Forum

“Bringing your whole self to work no matter your disability, this will be the ‘New Normal'” stated John Brady, from Royal Bank of Scotland, host of Business Disability Forum’s Partner Group Reception.

John Brady, RBS at the lectern

John Brady, RBS

This key point honed in on the theme of the event as we rang in our new financial year:  ‘Identity’, as we also heard from disabled people about how their disabilities inform and overlap with their own identities.

Business Disability Forum’s Partner Group Reception, held at the RBS / Natwest building in Bishopsgate was turned into a Summer Serenity Garden on 26 July.

Floral archway entrance to the Partner Group Reception

Entrance to the Partner Group Reception

Partner Group Reception: Water fountain

Partner Group Reception: Water fountain

It felt fitting, given that it was one of the hottest days of the year, to ‘bring the outside in’ for the event, creating a tranquil indoor garden for our Partner Groups to network and talk about the themes of the Reception.

Signs to the Serenity Garden & Bar as well as the Lecture Theatre

Signs to the Serenity Garden & Bar as well as the Lecture Theatre

Oliver Lam-Watson talking into a microphone

Oliver Lam-Watson

As we turned to the speeches, one of our speakers was Oliver Lam-Watson, who won second place at our Film Festival in 2017. Oliver’s speech asked the question: “Is your identity something that other people give you or something you create for yourself?  The choice to create it for yourself can be a profoundly personal journey.”

This was a question Oliver had faced himself, in the form of preconceptions and assumptions by his peers about what he could or couldn’t do. Oliver has lived by the maxim that having a disability doesn’t mean being any less able to do whatever you want, and in addition to being a filmmaker Oliver is hoping to qualify for the next Paralympics as part of Team GB. In conclusion Oliver made a great point about disability and identity; that it needs to be something that is not imposed on someone by society.

Lucy Ruck talking

Lucy Ruck

We also heard from Lucy Ruck, Business Disability Forum’s Technology Taskforce Manager, about being an amputee has shaped her life and ambitions – from being a trainee hairdresser to taking on leadership of our Technology Taskforce which turned 10 this year. Before losing her leg after she was hit by a train when she was 17, she had never met a disabled person before in her life and she became disabled overnight. And she has shared a conversation about it with Diane Lightfoot in our new podcast series “Who are we? The people behind the job title”.

BDF - Partner Group Reception

Diane Lightfoot and Interpreter

One point that was raised was that some people don’t feel disabled enough to use that term or label, Graeme Whippy asked, if you adopt the social model of disability should you only use the word disabled about yourself if you have encountered barriers that disable you?

Graeme Whippy

Graeme Whippy, Disability Consultant

All the speakers had internally decided that their disability was just part of who they are and as John Brady also pointed out, once a disability is acquired you adapt to the “new normal” and society and employers need to accept and adapt to the new normal too.

Everyone is a three dimensional fully rounded person who can be “shallow as well as deep” in Fazilet Hadi’s words, and has different identities professionally and personally.

Fazilet Hadi from RNIB standing at the lectern

Fazilet Hadi from RNIB

A closing thought was that for organisations to succeed on disability they need to “maintain the tension”, that meaning continuing to focus on what needs to be done.

Other highlights of the event included the Roving Artist who impressed guests with his beautiful silhouettes – and of course, the networking!

A big thank you to everyone who attended!

Roving Artist and guest holding the guest's silhouette

Roving Artist (left) and guest

We look forward to hosting our Partners next year, find out more about our events here.

Business Disability Forum film festival 2018: the winners!

By Ebunola Adenipekun

We were wowed by the level of entries at this year’s Business Disability Forum film festival, hosted at KPMG offices in Canary Wharf.

Entrants submitted their films to win a work placement with a film production company.

Sponsored by Barclays, the film Festival was the result of the 7 day film challenge to university students and graduates.

The challenge called on students from all over the UK to create a film that embodied the brief.

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We released the official question via email on Tuesday 27 March with 7 days to create the film and submit by Tuesday 3 April 2018. The question was:

‘What does going places mean for you?’

In the end, we chose five pieces of work from students and graduates as well as topical films from Barclays and KPMG, with disability-related perspectives, seeking to challenge assumptions and attitudes and open eyes to the reality of living with a disability.

Winners at Business Disability Forum Film Festival 2018

The winner was Diversity against Adversity from Manchester Film School with their film ‘Kenny Rei and the Spicy Ladies’, made by Miguel Ramos and Bettina Toth.

This humorous and thought-provoking story was about a man with ADHD and his allies in the workplace.

Runner up was Wolf Pack from the University of Wolverhampton with their film ‘Barrier’, about a deaf man who against ‘barriers’ goes on a job interview. They were last year winners Samuel Ash and William Horsefield.

Third place was Edgar Scukins from the Manchester School of Art with his film ‘Mike’, about the protagonist who has cerebral palsy.

We also awarded highly commended prizes to Luke Trower for ‘Going Forward’:

as well as John Ford, Zoe Norgrove and Ritesh Vara for ‘Stick With It’:

The entries were judged by leaders from the world of TV, film and disability: Oliver Kent, Head of Continuing Drama Series, BBC, Ioanna Karavela, Producer, 90 Seconds, Noeleen Cowley, Partner, Banking Operations and Customers, KPMG, Helen Cooke, Founder and CEO, MyPlus and Tara Jelley, Barclays UK Head of Technology Transformation & Accessibility Sponsor.

Prizes awarded at the film festival

Prizes awarded at the film festival

Diversity against diversity, the team who created ‘Kenny Rei and the Spicy Ladies’ won a full day’s work placement/training session with video production company 90 Seconds, with personal insight into how to succeed in the media industry, as well as profile creation on their job platform. Other prizes included: work experience with film production company 1stAveMachine, An Amazon Echo (donated by Enterprise-Rent-A-Car), A Google chromecast (donated by Texthelp), A £300 Amazon voucher (donated by Lexxic) and An Xbox One S (donated by Microsoft).

Barclays also showed their film:

The film festival proved to be a great opportunity to network too as the prize winners had conversations with the various Members and Partners at Business Disability Forum, as well as the judges.

Camera prop at Business Disability Forum Film Festival 2018

Camera prop at Business Disability Forum Film Festival 2018

A big thank you to everyone who came along and we look forward to seeing you next year!

Click on this link to find out more details about our upcoming events

Our film festival is nearly here!

By Ebunola Adenipekun

We’re looking forward to hosting our Partners, Members, guests and filmmaking superstars at Business Disability Forum’s Film Festival 2018, supported by Barclays.

We set out a 7 day film challenge earlier this year, themed around “going places”, in terms of travel, career progression and accessibility. The selected finalists of the challenge will show their films at the Film Festival at KPMG on Wednesday 20 June, 2018.

This event will showcase how the next generation of disabled talent perceive and overcome challenges at work, on holiday, and in other areas of life. The winner will be announced on the day.

We took some time out to speak to the finalists to find out what inspired them enter the festival:

Kenny Rei and the Spicy Ladies in a meeting

Kenny Rei and the Spicy Ladies

‘Kenny Rei and the Spicy Ladies’
Group name: Diversity vs Adversity
University: Manchester Metropolitan University
Course: BA (Hons) Film and TV Production

Bettina Tóth

Please can you tell us a bit about yourself?
My name is Tina Toth and I am the writer and director of ‘Kenny Rei and Spicy Ladies’. I am a second year student at The Manchester Film School and I’d like to work in Film and TV dramas once I finish my studies. I have a really artistic approach to filmmaking; I also do oil paintings and graphic design as well. I am 27 years old and although I live in Manchester, I am originally from Hungary. I am a fan of cinema, arts, literature and video games. When my studies allow it, I like to travel and broaden my knowledge with the culture of foreign countries.

What made you decide to enter the film challenge?
I quite liked the idea of making a film in a relatively short time, and I wanted to try if we can manage to complete everything by the deadline. I was also hoping to get my work seen by the jury and make an impression. Another reason was that we were allowed to experiment with the topic and the way we’d like to express our thoughts about disability.

What was your inspiration behind the film?
Our film depicts life with ADHD and I personally know and have worked with young people who were diagnosed with hyperactivity. I wanted to show that even though they have difficulties with certain tasks, they are able to perform and even outperform their colleagues. I find people with ADHD incredibly creative, humorous, and inspiring. We wanted to film something that shows what’s going on inside their heads, something that is uplifting but thought-provoking, too, at the same time.

When it comes to going places, what has been your biggest barrier and do you feel you have overcome it?
The aim of our film was to show that disability shouldn’t be barrier having success in your workplace or moving up on the career ladder. I think it all depends on the attitude of employers and other employees to make a more comfortable and welcoming workplace for people with either mental or physical disability. We are studying to be filmmakers, and we were taught to be able to bring together all kinds of personalities and talents, and then make something great together. Every workplace should have the same mentality; appreciate the diversity of their employees, use it to their advantage, and then make something great in the end of the day.
Miguel Ramos

Please can you tell us a bit about yourself?
Spanish born and raised, I moved to the UK in 2013. I worked full-time in a restaurant for more than 2 years, until I decided to stop and go back to education – to pursue my dream job! In 2015, I joined the Manchester Film School and now I’m about to graduate from university.

What made you decide to enter the film challenge?
I am always looking for new exciting opportunities to develop my working skills. When I read the basis of the contest and saw that there was a Film Festival in London at the end of the road and so many Industry Professionals, I knew immediately I had to give it a go. Plus, the social theme was another big incentive. My mother has Polio and I’ve always been very sensitized with the difficulties she has to face in her daily routines.

What was your inspiration behind the film?
At the beginning, I wanted to talk about Autism. However, after doing some research we realised it was quite a sensitive matter which would require more pre-production in order to do things right. Tina, our talented Director, came up with the idea of following the daily life at work of a fictional character who has ADHD – giving it a fresh positive look, yet adding the uplifting message promoting diversity in our society.

When it comes to going places, what has been your biggest barrier and do you feel you have overcome it?
Since English is not my mother language, the biggest challenge I had to face happened in 2013 when I moved to the UK – getting used to a new culture and new ways to express my emotions was really hard at some point. However, with time, emotional intelligence and my determination to move forward, I achieved a good balance in my life – and I’ve even finished a university course thanks to the skills I acquired since I moved to England.

 

Mike in a mobility scooter

Mike

‘Mike’
Group name: Edgar Scukins
University: Manchester Metropolitan University
Course: Filmmaking

Edgar Scukins

Please can you tell us a bit about yourself?
My name is Edgar Scukins. I am from Latvia, but I live, study and work in Manchester.

What made you decide to enter the film challenge?
Yes, one of the main reasons was to share Mike’s story. I am helping him out with mobility scooter repairs. I have known him for over a year. And since the first day I met him, I thought that it would be useful to show people how many things one can achieve, even when diagnosed with cerebral palsy.

What was your inspiration behind the film?
Mike inspires me every day. He is always smiling and I have never seen him sad.  When I am struggling with something and begin to complain, I feel slightly ashamed, because I remember Mike immediately.

When it comes to going places, what has been your biggest barrier and do you feel you have overcome it?
I think that the biggest challenge for Mike when he is going places is when something goes wrong with his mobility scooter and he needs to ask for help from people that are passing by. It has happened with him many times. I think that it is still a problem, but since technology is advancing fast, mobility scooters will be made more reliable.

 

Barrier in human form covered in black

Barrier

‘Barrier’
Group name: Wolf Pack
University: University of Wolverhampton
Course: Film & TV Production/Video and Film Production

William Horsefield

Please can you tell us a bit about yourself?
I first began filmmaking at 12 years old making short films on my mobile phone. I found my passion in filmmaking and studied online about making Visual effects. I spent 6 years mastering VFX and gained lot of experience as I had made over 170 short films before I enrolled into Creative Media Production Extended Diploma Level 3 in York College. I submitted my short films to films festivals and won many awards. In 2014, I submitted a pitch idea to the film competition, Dream To Screen and my idea, ‘Welcome to the Deaf World’ was selecting by the actress Helen Mirren as well as film and TV industry experts. I am veteran of 48/72 hours film challenge as I won most of these competitions that I entered before I enrolled into the Video and Film Production from the University of Wolverhampton.

What made you decide to enter the film challenge?
I love entering the many film competitions as I can but this competition is a bit different and It gave me a chance to make a short film about deaf or other disability awareness in workplace or business. I attended this competition on last year, I noticed that some people in the audience were business owners so I wanted to use my short film to show them that it was not that difficult to work with deaf people.

What was your inspiration behind the film?
My inspiration was coming from some images from google show the art of depression monsters who follow humans and some of deaf people’s experience in working inspired me as well.

When it comes to going places, what has been your biggest barrier and do you feel you have overcome it?
I think meeting with new people who have no deaf awareness is my biggest challenge because when my BSL interpreter is ill, arrives late or doesn’t show this can cause more awkwardness between me and new people. This make it difficult to work together or communicate so, I always pick writing as communication method to talk them but it is very slow and sometimes some people’s handwriting is hard for me to read.

Samuel Ash 

Please can you tell us a bit about yourself?
I am currently studying Film & TV Production at the University of Wolverhampton to become a director or a producer. I have a passion for filmmaking and photography, when I grew up enjoying watching films and taking photos, it merged into filmmaking. Adding to my geekiness, I also really enjoy sci-fiction films!

What made you decide to enter the film challenge?
This festival gives an opportunity for us, students and with disabilities to be involved and encouraged us to create a film about our experience and how our film can be assisted to improve access and awareness of Deaf people. It is fun to be part of the relatable challenge with fellow filmmakers!

What was your inspiration behind the film?
The festival gave us the opportunity to create a film that relate our own experience and how we can show the solution to break the barriers deaf people face in their everyday lives. The film is about the barrier, and how it affects Deaf people to get employment. We wanted to create a positive attitude by adding humour.

When it comes to going places, what has been your biggest barrier and do you feel you have overcome it?
The barrier is always communication. It frustrates me when I am not able to communicate to collaborate with hearing peers smoothly which shutter my career process and opportunity to contribute.

I have to overcome this by pushing myself to approach a hearing person and communicate them through gesturing. If it failed, it is OK and I have to figure out another way to communicate them which can be writing down or any communication tool that it may work with this person. Confidence is vital.

I think of the quote: “Communication is the key to personal and career success” Paul J. Meyer.


We’d like to thank all the entrants for taking part and a special thanks to our finalists and our sponsors Barclays.

We look forward to sharing the films!

If you’d like to attend, you can find the details for the festival here.

Business Disability Forum’s big day out – film festival winners

By Ebunola Adenipekun

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After months of planning, the day of our Technology Taskforce film festival finally arrived and it was truly an amazing event! (Even if we do say so ourselves!)

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Generously hosted by KPMG at their Canary Wharf offices and sponsored by Enterprise Rent-A-Car, the event saw the outcome of the previously set 72 hour film challenge to university students who were asked: “Business, technology, disability: how does technology showcase disabled talent?”. The challenge called on students from across the country to create a film that embodied the brief. Prizes were donated by Barclays, Microlink, Microsoft, Santander – and KPMG who gave a top of the range laptop!

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As well as showcasing great film, we also wanted the event to provoke thoughts about the next generation of disabled people and as they prepare to enter the world of work with a fresh set of ideas, perspectives and expectations, are we as employers ready to harness this new pool of talent, or will existing barriers mean that we miss the opportunity?

Our winners!

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In third place was ‘The Wheelchair Man’, by Trine Hagan, Gavin Roberts and Joey Thompson from the University of Creative Arts. It told the story of student Joey who has  adjusted to life with a disability while at university both by getting used to assistive technology and with the support of others through online spaces such as YouTube. They won 2 Amazon Echo dots and an Amazon Firestick TV.

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The runner up was ‘Why I Make My Life So Hard’ by Oliver Lam-Watson of Kingston University, which came from a question the filmmaker asked himself about carrying heavy and often clunky filming gear around in his determination to be an influential filmmaker. He won Wembley tickets, Amazon Echo dot, as well as a Motorola Moto Smart watch.

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And *drumroll please*…

….first place was given to Wolf pack a talented team of two Wolverhampton University students, William Horsefield and Samuel Ash whose film ‘Big Day’ examined how assistive technology could help someone move into the world of work, through interviews and beyond. The film also explored the creation of an app in which sign language could be converted to text on a phone. An exciting prospect!

Wolf pack, won 1st place receiving an  Amazon Echo, Lenovo X260 Laptop, XBOX One S 1TB and Minecraft games and an Apple TV.

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Jeff A. King, Assistant Vice President, European IT, Enterprise Rent-A-Car said: “We’ve teamed up with the Business Disability Forum’s Technology Taskforce for a unique event. It’s a Film Festival that provides a look at the world through the eyes of young disabled students preparing to go for their first jobs. It goes without saying that workplaces need to understand each new generation of graduates. After all they are the people who will ultimately shape the organisation and ensure it meets the future with fresh ideas and remains relevant. More immediately, this is about getting the best out of every employee in the organisation and utilising the most diverse possible pool of talent.”

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As well as the three talented winners, there were also short films from our hosts KPMG who screened ‘No More Awkwardness’ which highlighted how within their organisation the conversation of disability is normalised.

Our sponsors Enterprise Rent-A-Car screened their film ‘The Blind Hike’ which was a tale of a father and son who use their rented cars to explore the world.


We also screened our own film ‘Inside Nutmeg House’ – taking a look at why we do what we do through a day in the life of a Disability Consultant and a Relationship Manager.

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This film festival had a great turn out from our membership, so a big thank you to all who came along to support and we very much look forward to seeing you next year!

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Why every employer should see the films at the Technology Taskforce Film Festival

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By Jeff A. King, Assistant Vice President, European IT, Enterprise Rent-A-Car

We’ve teamed up with the Business Disability Forum’s Technology Taskforce for a unique event. It’s a Film Festival that provides a look at the world through the eyes of young disabled students preparing to go for their first jobs.

It goes without saying that workplaces need to understand each new generation of graduates. After all they are the people who will ultimately shape the organisation and ensure it meets the future with fresh ideas and remains relevant. More immediately, this is about getting the best out of every employee in the organisation and utilising the most diverse possible pool of talent.

Therefore it is a given that workplaces need to understand disabled employees and candidates, for the same reason. It’s the right thing to do and means your business is fair and open, but, more importantly, it also means that every employee has the chance to succeed and achieve their full potential in an environment where they are valued and respected.

Judging films for this year’s Film Festival has been particularly interesting because this new generation of disabled talent has grown up or come of age with hard-fought legislation such as the DDA and Equality Act already in place.

This means they will bring a formidable range of new ideas and approaches to the workplace, but also that they will expect and want new things from their employer. This shouldn’t be a source of concern for recruiters – it should be treated as a real opportunity to develop the way we work and problem-solve.

So it’s just down to us as organisations to rise to the challenge.

Some of the most inspiring aspects of the Film Festival entries were the ways they showed how understanding and adjustments, whether this was by entire organisations or just by individuals working together, can break down any barrier.

We specifically wanted to see the entrants weave in the theme of technology and another great thing to see was how technology has enabled not only disabled people, but entire workforces to operate in a more accessible way.

Seeing the work of these talented young filmmakers, I am reminded of how successful this approach was in one of our interns, who shared her story on our website.

Mollie recently started with us as a Management Trainee Intern at our Midlands group and her experience shows how simple adjustments to the work environment can enable a talented candidate to shine. She immediately felt able to share the fact that she had dyslexia when she came to work for Enterprise Rent-A-Car, and was also secure in the knowledge that she would receive any necessary adjustments in a timely manner.

This meant that a talented new trainee was able to take on every aspect of her new job to the best of her ability, and that there were no barriers when it came to hiring new talent.

758500bf-8d25-49ab-ae05-1ef6f601618bSuccesses like this are among the many reasons why I would like to encourage as many businesses as possible to see these films. Hearing what can help break down barriers for disabled people – be that technology, collaboration or adjustments – in their own words, is something all businesses should do.

We’ll be screening our own film at the Film Festival, ‘Blind Hike’, which I feel sums up what we are hoping to achieve in terms of breaking down barriers: it’s about no experience or achievement being off limits and realising the potential that everyone has.

Is there really a business case for website accessibility?

By Rick Williams

home-worker-image-obscured-person-using-a-laptop-with-mug-of-coffee

Following the publication of the Click-Away Pound Report http://www.clickawaypound.com I’ve been reflecting on why website accessibility and usability for disabled people is still an issue after all these years. It is a puzzle to me that 71% of disabled users click-away from sites with access barriers and consequently displace £11.75 B to accessible sites. Why do businesses let that happen? It definitely isn’t good business on any level.

This situation exists despite:

  • The Equality Act and its predecessor – the Disability Discrimination Act
  • International standards
  • Government guidelines
  • A British Standard
  • Expert guidance and discussions
  • Campaigns

The traditional business case

It seems to me there are three key aspects to the broader business case:

  • Legal
  • PR
  • Commercial

These three issues are, of course, inter-related but are worth considering individually.

In reality the legal risks of having an inaccessible website are low in the UK. To make a case a customer would need to demonstrate a breach of the Equality Act which affected them personally and this would need to be done in a County or High court which would be expensive and time consuming. No cases in this field have been pursued to their conclusion; the Royal National Institute of Blind People (RNIB) has initiated several cases against businesses with inaccessible sites but the cases were settled out of court, with the organisations involved agreeing to address the issues. The lack of cases coming to court probably explains why the law has had little impact in this area since its introduction (in the form of the Disability Discrimination Act) in 1995, although challenges are always a possibility. Interestingly, in the USA the Americans with Disabilities Act and Section 508 of the Rehabilitation Act of 1973 allows for class actions and the imposition of much higher compensation payments. Even so, the US approach has not delivered a fully accessible web presence.

There are potential PR risks if website accessibility is ignored and this has implications, albeit limited, for loss of reputation. Any business strategy based on customer-focus and inclusivity is quickly undermined by the lack of an inclusive website. Such stories are unlikely to generate significant coverage in mainstream media and result in PR damage unless a legal challenge is mounted, but they do attract attention on social media and generate ’mood music’‘ of negativity about the business’s understanding of the issues which can be damaging to the brand.

Even commercial judgements such as lost or displaced revenue has not driven business to ensure accessible websites; if it had there wouldn’t be this issue. This surely can only mean businesses don’t understand its size and implications.

Clearly this business case has failed to gain traction. What is the reality that business is failing to grasp?

The business issues

Considering the trends identified in the Survey and applying them to the national data is illuminating.

  • The most recent ONS estimate of the UK population is 65.11 million in mid-2015 of whom 87.9% (46.47 million) have internet access.
  • CAPGemini projected overall UK online spending to be £126 billion by the beginning of 2016 equating to an average spend per head of the UK population with internet access of £2710.
  • In 2016, the Office of National Statistics (ONS) estimated there were 8.6 million internet users with a disability in the UK
  • This Survey found that 71% of internet users with a disability have access needs; this translates to 6.1 million people
  • Taking an average spend per head of £2710, the online spending power of 6.1 million disabled people with access needs in 2016 is £16.55 billion.
  • The Survey found that 71% of the total 6.1 million disabled internet users with access needs (4.3 million people) simply click-away when confronted with a problematic website.
  • These figures equate to a click-away figure of £11.75 billion lost in 2016 from those sites which are not accessible.

These calculations are extrapolated from the Survey’s findings so care must be taken when considering them. Nevertheless, these figures are so large that even allowing for a significant margin of interpretation they are too large to be ignored.

This assessment is supported by findings from our wider work in this field which indicates that over 70% of websites present significant accessibility and usability barriers to disabled users. This means that over two-thirds of businesses are significantly undermining their own potential online customer base. This spend is not lost but simply moves elsewhere as disabled users with access needs turn to a website which is more user friendly. Two-thirds of online retailers are passing customers and sales to their competitors.

Conclusion

To answer the question ‘Is there really a business case’ I believe the answer is an unequivocal ‘yes’, both nationally and at the level of the individual business.  However, business needs to get a better understanding of the bottom line implications and adopt a ‘business as usual’ approach to website accessibility rather than treating it as a ‘nice to do’ or ‘bolt-on’.

A brief look at the numbers in the Click-Away Pound report should be enough to persuade organisations that they are potentially ignoring and excluding a large number of potential customers. Also businesses need to bear in mind that if a disabled shopper clicks away from their site to one of their competitors, they show little inclination to return.

Take a look at the Click-Away Pound report and get an insight into the business issues and how inaccessible websites impact on your business.

http://www.clickawaypound.com