Many businesses rely on text-based communication with their customers. From appointment reminders to text-based customer service, companies can use text-based communication in multiple ways. With 97 percent of Americans owning a cell phone, text-based communication seems logical to stay in contact with customers in today’s busy world.
But how accessible is it? Are you inadvertently setting your business – and yourself – up for accessibility issues when you rely on text-based communication? Let’s delve into the specifics to see how you can make sure you’re making it as accessible as possible and whether or not it’s worth it.
How accessible is it?
The accessibility of text-based communication relies on several things: the accessibility features of the device sending the messages, the accessibility features of the device receiving the messages, and the content of the messages themselves. Firstly, accessibility starts with the device (and user) sending the messages.
If the message's sender does not pay attention to basic accessibility guidelines (like WCAG) before crafting and sending a message, text-based communication will not be accessible. Regarding accessibility, the sender is the most important - even if the recipient has accessibility features on their device, they may not be as effective if basic guidelines are not followed.
On the same note, if the recipient doesn’t (or can’t) turn on accessibility features on the device receiving the message, text-based communication is likewise not very accessible. Because it requires reading and operating a mobile device, if there is no accessibility help on their end, it’s as if there’s been no accessibility from the start. Text-based communication is heavily reliant on accessibility from both ends to work fluidly.
How can you make it more accessible?
As a business, there are several things you can do to ensure that, from your end, the communications you send are as accessible as possible. First, ensure things like spell check are turned on, allowing maximum message comprehension. Also, check for spacing – ensure the original message is spaced adequately so that any accessibility features on the receiver’s end don’t jumble the letters. Be sure to follow accessible font guidelines as well – they will maximize the accessibility of your overall message.
Another thing you can do for the accessibility of your message is to avoid images and graphics. When utilizing images and graphics in communications, you must use alt text. Alt text works with screen readers to describe an image so that a user is not missing out on content. Text-based communication cannot include alt text, so if you have graphics or images, a user with low vision who relies on a screen reader or other assistive technology won’t be able to interact fully with your communication. It’s best to avoid them and stick to text only.
It’s important to be mindful of links as well. Many people with disabilities rely on assistive technology that reads messages aloud and includes links. Although hyperlinks are not possible in text-based communication, it is still possible to keep your links accessible. Keeping them short by either directing them to a main homepage or using a link shortening service will help users that have their messages read aloud. Instead of being read a long URL and losing the message in the link, the link can stay direct and to the point.
These are simple steps you can take to keep your text-based communication accessible.
Is it worth it?
Overall, the benefits of text-based communication outweigh the cons. Texts allow you to reach a larger pool of customers when used along with emails or phone calls. Especially for things like appointment reminders, having multiple ways to contact customers is highly beneficial to you and the customer.
It’s also accessible to include a text-based communication option. Phone calls aren’t always accessible to people with hearing loss or hearing disabilities, and not everyone has the physical ability to check their mail. However, most people have a cell phone and can sometimes receive a text message.
Text messages are also easy to refer to and quick reminders for people. When texting sale codes, it’s much more accessible for a person with a motor disability to pull up a text than to have a physical coupon. It’s also very simple to have a customer confirm an appointment through text rather than having to call the office, especially for customers with disabilities that make phone calls difficult or impossible.
The cost of text-based communication can be beneficial for your budget as well. Phone calls often require staffing a call center with real people to handle incoming and outgoing phone calls, but a business can send text messages en masse through automated systems. Even if the recipient needs to call or email to communicate with a live person, automation of a text message can ease the burden on your staff and allow you to operate with a smaller, and therefore less expensive, team.
Text-based communication can be highly beneficial to you and your customers.
Conclusion
Text-based communication is a growing trend in how businesses communicate with customers. While it can be inaccessible if a business is not careful, there are ways to ensure it is highly accessible, and using it can increase your company’s overall accessibility in communication.
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