The business community constantly tries to provide better services
to existing customers and to expand its market by developing new customer
bases. A large untapped customer market is the disability market, which can be
an economically advantageous niche for business.
At 20 percent of the population, people with disabilities comprise
the nation's largest minority group. As the population ages, approximately 40
percent of those over 65 will likely have disabilities. According to the Census
Bureau's 1997 edition of "Current Population Reports," there are 54 million
Americans with disabilities, a figure which does not include friends or
relatives who wish to share business and entertainment activities.
Serving customers with disabilities provides significant
opportunities for the business community. More than 20.3 million families in
the U.S. have at least one member with a disability. Persons with disabilities
themselves have a combined income of nearly $700 billion. Of that figure, $175
billion is discretionary income.
The key to providing quality services to customers with
disabilities is to remember that all customers are individuals. Persons with
disabilities come in all shapes and sizes with diverse personalities,
abilities, interests, needs, and preferences --- just like every other
customer. Below are some basic tips for interacting with customers who have
disabilities. However, in most cases, the best way to learn how to accommodate
customers with disabilities is to ask them directly.
Etiquette considered appropriate when interacting with customers
with disabilities is based primarily on respect and courtesy. Listen and learn
from what the customer tells you regarding his or her needs. Remember,
customers with disabilities will continue to patronize businesses that welcome
them, are helpful, are accessible and provide quality products and/or services
at competitive market prices.
- Speak to the customer when you approach her or him.
- State clearly who you are; speak in a normal tone of
voice.
- Never touch or distract a service dog without first asking the
owner.
- Tell the customer when you are leaving; never leave a person
who is blind talking to an empty space.
- Do not attempt to lead the customer without first asking; allow
the customer to hold your arm and control her or his own movements.
- Be descriptive when giving directions; give the customer verbal
information that is visually obvious to persons who can see. For example, if
you are approaching steps mention how many and the direction.
- If you are offering a seat, gently place the customer's hand on
the back or arm of the chair and let her or him sit down by her or
himself.
- When dealing with money transactions, tell the customer the
denominations when you count the money he or she is receiving from you.
- Make sure the customer has picked up all of her or his
possessions, before leaving.
- Ask if the customer needs assistance signing forms. Offer to
guide her or his hand to the appropriate space for signature.
- Offer assistance if the customer appears to be having
difficulty locating a specific service area.
- Gain her or his attention before starting a conversation (i.e.,
tap the person gently on the shoulder or arm).
- Identify who you are (i.e., show them your name badge).
- Look directly at the customer, face the light, speak clearly,
in a normal tone of voice, and keep your hands away from your face; use short,
simple sentences.
- Ask the customer if it would be helpful to communicate by
writing or by using a computer terminal.
- If the customer uses a sign-language interpreter, speak
directly to the customer, not the interpreter.
- If you telephone a customer who is hard of hearing, let the
phone ring longer than usual; speak clearly and be prepared to repeat the
reason for the call and who you are.
- If you telephone a customer who is deaf, use your state
telecommunications relay service. The number is listed in the front of the
telephone directory. Consideration should also be given to purchasing a
TTY.
- Discuss matters that are personal (e.g., financial matters) in
a private room to avoid staring or eavesdropping by other customers.
- Put yourself at the wheelchair user's eye level. If possible,
sit next to the customer when having a conversation.
- Do not lean on a wheelchair or any other assistive device.
- Do not assume the customer wants to be pushed --- ask
first.
- Provide a clipboard as a writing surface if counters or
reception desks are too high; come around to the customer side of the
desk/counter during your interaction.
- Offer assistance if the customer appears to be having
difficulty opening the doors.
- Make sure there is a clear path of travel.
- If a person uses crutches, a walker, or some other assistive
equipment, offer assistance with coats, bags, or other belongings.
- Offer a chair if the customer will be standing for a long
period of time.
- If you telephone the customer, allow the phone to ring longer
than usual to allow extra time for her or him to reach the telephone.
- If you do not understand something do not pretend that you do;
ask the customer to repeat what he or she said and then repeat it back.
- Be patient; take as much time as necessary.
- Try to ask questions which require only short answers, or a nod
of the head.
- Concentrate on what the customer is saying; concentrate on
listening and communicating.
- Avoid barriers like glass partitions and distractions, such as
noisy, public places.
- Do not speak for the customer or attempt to finish her or his
sentences.
- If you are having difficulty understanding the customer,
consider writing as an alternative means of communicating, but first ask the
customer if this is acceptable.
- If no solution to the communication problem can be worked out
between you and the customer, ask if there is someone who could interpret on
the customer's behalf.
- Discuss matters that are personal (e.g., financial matters) in
a private room to avoid staring or eavesdropping by other customers.
- Be prepared to provide an explanation more than once.
- Offer assistance with and/or extra time for completion of
forms, understanding written instructions, writing checks, and/or
decision-making; wait for the customer to accept the offer of assistance; do
not "over-assist" or be patronizing.
- If a customer has difficulty reading or writing, she or he may
prefer to take forms home to complete.
- Be patient, flexible, and supportive; take time to understand
the customer and make sure the customer understands you.
- Consider moving to a quiet or private location, if in a public
area with many distractions.
- Provide access to facilities and services.
- Relax.
- Listen to the customer.
- Maintain eye contact without staring.
- Make the customer feel comfortable.
- Treat the customer with dignity, respect, and courtesy.
- Offer assistance but do not insist.
- Ask the customer to tell you the best way to help.
- Deal with unfamiliar situations in a calm, professional
manner.
July 1998 |