“Accessible customer experience is a growth opportunity now more than ever, to reach untapped segments ready to spend. But many organisations fail to seize it. Why? They don’t understand how many people can benefit. While the upside (like winning ageing customers and boosting employees’ motivation) grows, so does the risk of doing nothing.”
– Forrester, The Billion-Customer Opportunity: Digital Accessibility
Inclusion in business has a simple goal – to create great experiences that work for more customers, more of the time.
We know that great customer experience is powered by insight gathered by observing and communicating directly with your customers. But unless you understand the full spectrum of who your customers really are – your insight has little value.
Don’t just build the obvious personas. Challenge your insight and design teams to broaden their view.
Let’s say a business targets women between the ages of 28-35. It won’t come as a surprise that it is inevitable that these women have different:
- Cultural backgrounds
- Levels of experience
- Skill sets
- Ways of thinking
- Body shapes and sizes
- Physical abilities
- Access needs
- Cognitive abilities
- Sensory abilities
A retail study showed that 71% of disabled consumers click away from websites they find difficult to use. This is costing brands in excess of £11.75bn a year.
Great customer experience doesn’t break across time, people, products, locations or customer needs. In order to build exceptional customer experiences we must engage with insight from a realistic representation of a naturally diverse customer-base.
Who’s leading the way?
Barclays have put accessibility at the heart of their business strategy. They have worked to ensure their customer experience avoids excluding anyone wherever possible – creating extensive resources for their customers to support them in accessing products and services.
Take the Barclays’ mobile app. Nearly half of Barclays’ customers use mobile platforms as their primary method of banking, making the impact of inaccessibility significant.
With 3.8 million customers using the app and 1 in 5 customers estimated to be living with a disability – the app has avoided excluding and ultimately losing the trust of 760,000 people.