Australian Network on Disability

An invisible issue…

Bill Shorten described disability in our community as an invisible issue.  I agree with him.  Consider how accessible your business is to people with disability.  Customers with disability seem to be invisible to many of our businesses.   Australian businesses are slow to accommodate the needs of people with disability – including older Australians.  A quick review of complaints received by the Human Rights and Equal Opportunity Commission (just one of 8 jurisdictions) indicates there were approximately 19 complaints in a three-month period.  Each of the businesses involved have no doubt applied considerable resources to resolving the complaint and then to making their services more accessible. 

Last year, when travelling throughout the UK, we were impressed by signage to assist customers with disability identify the access features of establishments.  Many retail stores had a series of decals applied to the window near the entrance.  Additionally, there was often one customer service desk where people with disability could access these features and get priority service.  Some of the most common accessibility features were hearing loops at counters, and a shelf or bench at a height suitable for wheelchair users to sign credit card vouchers.  There were additional chairs located for people who needed to rest regularly whilst shopping and it seemed that staff were trained to assist customers with disability in a courteous and respectful way.  The result is that more people with disability are able to shop, have their needs met and enjoy the experience.

Whilst some of our businesses have taken steps to ensure they are accessible to people with disability, often we fail to make the information available.  Retail outlets that have ‘store locaters’ on the website could easily list their accessibility features.  It’s worth taking a look at www.directenquiries.com to see how UK businesses and services are making it easy for people with specific needs, including people with disability, to patronise their establishment.

Businesses who do not make their services available to people with disability will often lose custom from the friends and family of those with disability.  Some time ago, a manager of an outdoor clothing store in the Blue Mountains was telling me that as his clothes were for fit and active people, it ‘shouldn’t be necessary’ to provide ramp access.  I pointed out to him that ‘fit and active’ people may have a wheelchair user in their family, and if they were shopping with them, it would be unlikely they would ask the wheelchair user to wait outside the store in 7 degree temperatures whilst they tried on clothes at their leisure.  It is more likely that they wouldn’t go into the shop unless the wheelchair user could also enter and be comfortable.

When you consider the 4 million Australians with disability are connected to friends and family, it really is about time that we made accessing goods and services easy and enjoyable for people with disability.

Consider using a checklist to find out just how ‘disability friendly’ your business is.  If you have great access and great customer service for people with disability – tell people – tell us – we’ll make a feature of it!

Providing disability confident customer service is one of the easiest ways to make your business more accessible to people with disability.

Some of the key points to consider are:

• Focus on the customer with disability, not on their disability, their carer or interpreter;
• Give assistance as required, but don’t assume that the person will always want your help;
• Ask questions about how the customer with disability would like the service or product to be provided;
• Address the customer directly, listen carefully, speak clearly and use clear language;
• Allow extra time if necessary, and don’t rush the person with disability;

People with disability in Australia have a combined disposable income of approximately $26 billion.  If your business is not accessible to people with disability you risk missing out on this very important consumer market – if people cannot access your products and services they will simply go somewhere else.

My grandmother is over 90 and was recently shopping at Warringah Mall, on Sydney’s northern beaches.  She was in a store and felt tired and unable to find a seat to rest, she sat on a display bed.  Unfortunately the display bed was constructed from cardboard and my grandmother and the display bed hit the floor.  The only injury was to Grandmother’s pride – and the stores appeal.  It’s a case of walk away $.  She left without making her purchase and she will never return.

In order to assist our members become more disability confident, the Employers’ Network has developed “Welcoming Customers with Disability”, an easy to follow guide to assist customer service professionals to develop their disability awareness skills.  The guide contains communication and etiquette essentials, as well as tips on how to provide outstanding customer service to customers with disability.

For information about purchasing this publication, please contact Rachel Butler on (02) 9261 3922.

The Network on Disability can also tailor training programs to meet your organisation’s specific requirements.  For tailored Customer Service training programs please contact Mark Lazaroo or Sam French on (02) 9261 3922.