With some amount of digital accessibility being a requirement for business owners, it may be tempting to approach accessibility as if it’s a line of boxes to check off a to-do list. But making accessibility a priority versus an afterthought has untold benefits business-wide, all of which stem from improving the customer experience. Here we discuss the ways in which accessibility improves the customer experience which in turn increases overall customer satisfaction and retention.
Digital accessibility creates a simpler customer service experience for all users, not just those with disabilities
If you use public transportation, you know that can involve quite a bit of stair climbing and that there are often elevators to service those with a disability. Persons with disabilities use these elevators, but they’re also convenient for others. For parents with strollers, people traveling with a bike, luggage, or grocery bags, an elevator makes one of life’s inconveniences much simpler. The same can be said for digital accessibility.
The accessibility features that persons with disabilities that use assistive technology require also improve a site's usability for all − creating a site that is simpler for everyone to navigate. For example, using accessible colors and fonts makes the site easier for everyone to read, especially those with trouble focusing after a long day of screen time. Making customer service options prominent with clear and consistent labels throughout the site makes obtaining customer service help easier for everyone, not just those with disabilities. Enabling keyboard-based navigation for customers who use assistive technology creates access for persons with disabilities, but is also convenient for anyone using the site while lying down with a laptop where reaching a trackpad may be uncomfortable. The list goes on, but clearly, accessibility translates into a more convenient customer experience for all users, not just those who are disabled.
The more customer service options, the merrier
When it comes to accessibility and customer service, the more communication options available the better. Accessibility requires business owners to provide a wide range of communication options to meet everyone’s needs. While users of assistive technology in the disability community require accessibility options, they are also a welcome bonus for other customers. For example, text chats via a website or social media are a necessity for many disabled people, but they are much appreciated by other customers who may urgently need to resolve an issue but find themselves on public transportation or in waiting rooms, meetings, or classrooms. In cases like these, the ability to access the appropriate form of communication becomes integral to achieving convenient customer service for everyone.
Accessibility is the mother of invention
Similarly, there has been a lot of technology over the past few decades that started out as an accessibility tool for the disabled but made its way into mainstream use to become an indispensable go-to for many. Voice-controlled technology, otherwise known as speech recognition software, began as an assistive tool solely for those who are visually impaired, but now millions of Americans rely on it every day when they call for “Siri” or “Alexa.” In this way, accessibility leads to revolutionary product innovation and subsequently a user experience that is more convenient for everyone.
Accessibility means happy customers and staff
Ask anyone who has ever worked in retail, service, or hospitality and they will tell you one universal fact: One negative interaction with a difficult customer can impact their mood and discourage them in such a way that affects their interactions with subsequent customers.
Not that the customer is to blame here; often their hostility might stem from having a particularly negative experience with the business’s product or website, and then that frustration may then get taken out on the representative. It’s a vicious cycle, but it’s a cycle that can be broken. The best way to break that cycle of frustration and negativity? Make every facet of a website as straightforward as possible. Simplicity in website design often coincides with accessibility practices. In other words, the more accessible the website, the more seamless the customer experience is for everyone, leading to a larger number of satisfied customers. More satisfied customers lead to fewer vociferous customer service interactions and to fresher, happier staff who then go on to create more satisfied customers.
Legacy starts now
Building an accessible website not only shows that a business prioritizes the needs of the disability community but also leaves a positive and lasting impression on all customers. It cultivates a reputation as a conscientious and empathetic company intent on crafting an experience inclusive to everyone. In short, accessibility is on the right side of history. And it’s never too early to start considering the legacy a business might leave behind.
Accessibility means retention and loyalty
A positive public reputation goes a long way in bonding customers to a brand, often for life. Consumers are hyper-aware of which companies prioritize things like accessibility.
Conscientious consumers use this information when making buying decisions, choosing brands that have a reputation for doing right by employees and customers. Consumers this passionate also tend to be loyal, and loyalty loves company. The pride associated with shopping inclusive brands motivates these passionate customers to share their experiences and recommendations, turning one loyal customer into many.
For all these reasons, it’s clear that in order to craft a superior customer experience, accessibility can’t just be off in the periphery but must become the main focus of any improvement strategy.
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