The Americans with Disabilities Act (ADA) prohibits discrimination against individuals with disabilities in all areas of public life. The protective policies include banking and other financial institutions. With so much focus on accessibility and usability, how do you know if your bank is accessible?
Be aware of the barriers customers with disabilities may face
Inclusive banking is essential to a hassle-free and accessible experience. The American Bankers Association (ABA) has laid out a list of "impairments" that financial institutions should be aware of, including visual, mobility, speech or communication, auditory, neurological, cognitive, medical, psychological, or sensory impairments.
It is essential to understand the types of challenges users may face. For example, customers with visual disabilities may require a reader, tactile functionality on touch devices, or have limited access to technologies that are considered standard (like 5G in a rural area). Customers with speech disabilities may have difficulty communicating, while neurodiverse customers may communicate in a "straight to the point" fashion. In any case, employees should understand these nuances to not discourage others from engaging or discriminating by shutting them out of the conversation or refusing access to services.
Ultimately, financial institutions must establish strong relationships with their communities to determine what accommodations and modifications they should consider. Awareness of accessibility standards like physical access, digital access and usability, accommodation processes, and the ability to effectively communicate are terrific steps in the right direction. Still, as the saying goes, "politics are local" − so are the needs of your community.
Perhaps the most critical first step is ensuring that accommodation processes are in place to properly serve and communicate with all customers, regardless of the barriers they face.
Considerations for online banking
An estimated 73% of Americans use digital banking daily, but 27% of Americans with disabilities cannot access their virtual bank accounts due to a lack of proper accessibility.
Often, digital accessibility is seen as a compliance issue rather than a customer service initiative. Your bank’s purpose shouldn’t be to satisfy regulations as a minimum requirement. When it comes to digital banking and inclusivity, banks need to provide an equal level of user experience to people with and without disabilities − doing so will benefit the organization's ability to adapt to customer needs.
While it’s essential to keep checklists like the Web Content Accessibility Guidelines (WCAG) in mind, the ABA reminds us that they are ultimately just guidelines. Often, complying with WCAG is the equivalent of doing the bare minimum. A checklist might provide a good start, but what is necessary is a genuine improvement of the digital banking experience. Strive to be more inclusive, don’t just implement basic features to remain compliant under the law.
Consider implementing a way to survey customers and employees to see how your bank’s virtual space could be improved or utilizing Accessibility User Stories, where users are encouraged to provide feedback on the digital barriers they may face.
Find a way to collect this data from employees and customers. Ask what could be done better, listen to suggestions, and implement them incrementally to maximize lessons learned.
Closing thoughts
Be aware of the different barriers that can impact employees and customers, and provide stakeholders additional time to successfully conduct their tasks, communicate, and access your services. Develop a culture of inclusion and foster strong relationships with all customers to improve your organization's digital banking experience.
Related: Accessible Customer Service Training for Support Teams
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