Accessibility is a crucial aspect of running a successful business.
Making your products, services and facilities accessible to everyone, including those with disabilities, opens your doors to a bigger customer base. It demonstrates your commitment to inclusivity and social responsibility, which can enhance your reputation and build customer loyalty.
However, the Deaf community is a significant and often overlooked customer base.
In the UK, there are approximately 151,000 British Sign Language (BSL) users. Making your business more accessible to Deaf customers will help you tap into this valuable market and show that you value their custom. Catering to their needs makes good business sense and contributes to creating a more inclusive society. In this article, we’ll guide you through some simple steps you can take to make your business more accessible to Deaf customers.
The importance of accessibility
Making your business more accessible is an essential aspect of creating an inclusive and welcoming environment for all your customers. It sends a powerful message that you value diversity and care about the needs of everyone who engages with your business.
It can expand your potential customer base, enhance your brand reputation and give you a competitive edge. It ensures that everyone, including Deaf individuals, can fully access and enjoy the products, services and experiences your business offers.
The Equality Act 2010 places huge responsibilities and obligations on businesses to ensure their products and services are accessible to all audiences and don’t discriminate. To comply, all companies need to put adequate provisions in place for Deaf people and customers with other disabilities so they can access services or products as easily as anyone else.
However, for many businesses, catering to a Deaf audience can be a challenge, simply because there’s so much to think about.
So, when it comes to making your company, products and services more accessible, where do you start? Here are our top tips:
Video Remote Interpreting
Video Remote Interpreting (VRI) is a powerful tool for improving accessibility for Deaf customers.
It enables real-time communication between Deaf and hearing people by connecting them with a qualified sign language interpreter via video conferencing. This technology can be especially useful in situations where an in-person interpreter is not available or practical.
InterpretersLive! is our dedicated VRI platform. It connects businesses with qualified sign language interpreters, facilitating smooth communication with Deaf customers.
InterpretersLive! is perfect for settings like restaurants, bars or shops that require on-demand communication for their Deaf customers. To see real-world examples of how businesses are using InterpretersLive! to enhance their accessibility, check out our case studies here.
VRI isn’t the only technology that can help ensure your content and services are easily accessible to everyone. When you create videos or multimedia content for your website, social media or marketing materials, it’s essential to include subtitles and captions. These ensure your Deaf customers can fully engage with your content.
Subtitles provide a text alternative to the spoken dialogue, while captions also include written descriptions of important audio cues such as background sounds and music. Adding subtitles and captions helps make your content more inclusive and accessible to Deaf customers.
Text-based communication options such as email and live chat allow Deaf individuals to get in touch with you easily, ask questions and receive support without the need for voice calls or face-to-face interactions. Make sure your customer service team is trained to handle these text-based inquiries promptly and effectively. If your customer-facing staff aren’t BSL-trained or don’t have access to interpreting or translation, communicating the old-fashioned way with a trusty pen and paper can help facilitate better face-to-face communication with Deaf customers.
In addition to leveraging technology, there are several other steps you can take to make your business more accessible to Deaf customers, including:
- Train your staff on interacting with Deaf colleagues and customers, including basic sign language and communication tips.
- Install visual aids such as flashing lights or digital displays to notify your Deaf customers of essential announcements or alerts.
- Provide written materials such as menus or brochures in accessible formats like digital or printed text.
- Encourage feedback from Deaf customers on how you can improve accessibility in your business.
How can Sign Solutions help?
Creating a more accessible environment for Deaf customers makes good business sense. Embracing technology like VRI, training your staff and implementing practical accessibility measures all help ensure that Deaf individuals feel welcome and valued in your business.
Remember, accessibility benefits everyone, and that’s where Sign Solutions can help.
We provide BSL interpreting and translation services, plus expert consultancy, to help ensure your organisation is as accessible as possible, to attract and serve Deaf customers and offer equal opportunities for Deaf job applicants.
All the skilled BSL interpreters we work with are DBS-checked and NRCPD-registered and can provide a high-quality service to Deaf people across the UK. We can also provide a range of accredited communications professionals for Deaf, Deafblind and hard of hearing users.
To find out more and for expert advice on which type of communication support will meet your needs, give us a call on 0843 178 0773, email bookings@signsolutions.uk.com or contact us via a BSL video interpreter.
