When a Deaf customer walks into your office, calls your helpline or visits your branch needing help, what happens next?
For many organisations, not much that’s useful.
There’s a scramble for a pen and paper, some awkward back-and-forth, and often a resolution that doesn’t really resolve anything. On-demand BSL interpreting can help change that, and it’s straightforward to put in place.
This blog explains what on-demand BSL interpreting is and how solutions like our InterpretersLive! platform can help you improve the service you offer to your Deaf customers.
What is on-demand BSL interpreting?
On-demand BSL interpreting connects a Deaf person with a qualified British Sign Language interpreter via video, in real time. Rather than waiting days or even weeks for a face-to-face interpreter to be booked and travel to a location, your Deaf customer can access communication support within seconds, using a smartphone, tablet or computer screen.
At Sign Solutions, we provide this through our InterpretersLive! platform, a remote BSL interpreting service that gives organisations instant access to professional BSL interpreters whenever they’re needed. Unlike pre-booked face-to-face interpreting (which still has its place for planned appointments), on-demand interpreting is built for the unpredictable reality of customer service. You can’t always know when a Deaf customer is going to walk through your doors or pick up the phone.
The customer service gap that Deaf people experience
Without communication support, Deaf customers are often left to manage as best they can. That might mean writing notes back and forth, trying to lip-read a staff member or, perhaps most frustratingly, bringing a hearing friend or family member along to speak for them. None of these is an adequate substitute for a proper conversation, and all of them put the burden squarely on the customer rather than the organisation.
There are over 150,000 BSL users in the UK, and for many of them, inaccessible services are a recurring pattern that shapes their perception of which organisations they’ll trust and return to. Under the Equality Act 2010, your organisation has a legal duty to make reasonable adjustments for Deaf customers. On-demand BSL interpreting is one of the most effective ways to meet that duty in a customer-facing setting.
Beyond the legal obligation, there’s a commercial reality. Deaf customers who can’t communicate with you will find somewhere they can.
How on-demand interpreting improves the customer experience
The most immediate difference is that Deaf customers no longer have to arrive prepared with workarounds. They can walk in, be handed a tablet or directed to a screen, and have a proper, fluent conversation with your staff, with a professional interpreter facilitating it in real time.
For your customers, it means they can explain their situation in full, ask follow-up questions, and understand the answers they’re given.
In settings like banking or financial services, that clarity can be the difference between a customer making an informed decision or leaving confused. In a healthcare setting, it can affect whether someone understands their treatment options or goes home unsure of what they were told.
On-demand BSL interpreting also works across the different ways your customers interact with you. A Deaf patient arriving at a GP surgery without a pre-booked interpreter doesn’t have to be turned away or struggle through the appointment. A Deaf caller using a video relay service can be connected to an interpreter on your end without lengthy delays. A Deaf customer at your service point can get the same quality of help as any other member of the public.
The platform flexes to fit the situation rather than requiring the situation to fit the platform.
There’s also the question of privacy and dignity. Deaf customers who rely on family members to interpret for them are sharing personal information, sometimes financial, medical or sensitive, with someone they may not wish to involve. A professional interpreter removes that pressure and keeps the conversation where it belongs, between the customer and your organisation.
What it means for your team
Your staff will feel the difference, too. Without any communication support available, customer-facing team members can find themselves in the uncomfortable position of wanting to help but not knowing how to bridge the gap. That’s stressful for your people, and it rarely leads to a good outcome for the customer.
With on-demand BSL interpreting, your team has a clear, reliable option to reach for. Staff who know they can handle a Deaf customer interaction professionally are less likely to hesitate, pass the customer on unnecessarily, or inadvertently make the person feel like a problem to be managed rather than a customer to be served.
There’s also a risk-reduction angle, particularly in regulated sectors. Miscommunication in a healthcare, legal, or financial services context can lead to complaints, poor outcomes or questions about whether a duty of care was properly met. Clear, interpreter-led communication protects both the customer and your organisation.
What does implementation look like?
Adopting on-demand BSL interpreting doesn’t require a major investment in infrastructure.
Our online InterpretersLive! platform works on standard devices your team is already using, such as a tablet at a reception desk, a laptop in a consultation room, or a smartphone in your branch. There’s no specialist hardware to install. Everything is done on the website or in the app.
On-demand interpreting also doesn’t mean stepping away from face-to-face interpreting. The two work well together. Pre-booked, in-person interpreters remain the better choice for planned appointments, training sessions or anything requiring extended communication. On-demand fills the gaps.
How can Sign Solutions help?
If you’d like to make your customer service more accessible for Deaf people, we’d be glad to talk you through your options. At Sign Solutions, we offer InterpretersLive! for on-demand remote interpreting alongside face-to-face BSL interpreting and Deaf Awareness Training to help your team feel prepared and confident when working with Deaf customers.
The right mix of support will depend on your sector, your customer base, and how your services are delivered. We’ll always take the time to understand your situation before making recommendations. To find out more, call us on 0121 447 9620, email bookings@signsolutions.uk.com, or contact us via BSL video interpreter.
