Design For Dignity
Retail Guidelines

Guidance on customer service

Communication*Scope Australia kindly provided the suggestions and content in the Communication section. Scope can be contacted through their website http://www.scopeaust.org.au/contact/ or on 1300 472 673

There are many disability types that can affect person's ability to read, write, speak or understand information. You may have customers at your business who have difficulty communicating what they want to say, for example, their speech might be difficult to understand. You may have customers who find reading or writing difficult, for example, someone with an intellectual disability. Other customers may have trouble understanding what you say.

There are many ways you can make your business welcoming to customers who have communication difficulties. Firstly, remember there are many different ways to communicate. It's ok to ask how a person likes to communicate. Secondly, consider having communication tools available at your business. A picture board at the reception counter is a great start. Finally, and most importantly, be welcoming and friendly to all customers and don't make assumptions about a person's ability.

Your business can be awarded the Communication Access Symbol® and become recognised as a retail space that provides excellent customer service to all customers, including those with communication difficulties.

Ways you can help all customers with communication difficulties

  • Be welcoming and friendly.
  • Approach the customer as you would any other customer.
  • Treat the customer with dignity and respect.
  • Know there are different ways to communicate.
  • Ask the customer what will help with communication.
  • Be willing to use the customer's method of communicating.
  • Speak directly to the primary customer, not the person with them.
  • Don't assume that the customer doesn't understand the information simply because they have difficulty speaking, reading or writing.
  • Don't patronise or talk down to the customer.

Ways you can help if a customer is having difficulty getting their message across

  • Find a quiet place.
  • Listen carefully.
  • Don't pretend to understand.
  • Be patient — give the person time to respond.
  • When you can't understand the person, let them know you are having difficulty.
  • If you are having difficulty understanding — try asking questions so the person can answer yes or no.
  • Ask the person to repeat or try another way if you don't understand.
  • Check back that you have understood correctly.
  • Don't finish the customer's sentences or interrupt what they are saying.

Ways you can help if a customer is having difficulty understanding what you are saying

  • Be patient and positive.
  • Take time to explain things.
  • Use simple language.
  • Communicate one idea at a time.
  • Be as clear, concise and concrete as possible.
  • Give specific choices rather than open ended questions.
  • Speak directly to the person and make eye contact (there are some people who may not want you to look at them, e.g. some people with autism spectrum disorder).
  • Speak normally. You don't have to raise your voice or slow your speech.

Ways you can help customers who have difficulty understanding written information

  • Use plain English in written material.
  • Offer information in alternative formats such as Easy English, large print, audio, electronic or braille.
  • Have picture based resources at your business or service, e.g. a picture based menu or a picture based communication board.

Different ways of communicating

There are many different ways to communicate, other than oral speech. Customers with speech or language problems might rely on methods to tell you what they want, for example:

  • Natural gesture or pointing.
  • Paper and pen.
  • Keyword sign.
  • Word or picture communication books.
  • Electronic speech generating devices.

You might want to have resources available at your business or service to help customers who have difficulty with speaking or understanding. Tools you might consider are:

  • Picture or photo based communication boards.
  • Spelling boards.
  • Picture based menus.
A picture board in a cafe.
Picture board courtesy of Scope Australia
A spelling board.
Spelling board courtesy of Scope Australia

The Communication Access Symbol®

There is now a symbol that informs members of the public that the business or service is communication accessible. The Communication Access Symbol® was launched in 2011, and in 2012 an international copyright process began leading to the symbol being registered as an Australian Trade Mark in 2014.

The Communication Access Symbol®

To be awarded the Communication Access Symbol®, key points where customers make contact with the business are assessed, such as front reception desks, service counters, and call centres. Trained communication access assessors, who are people with communication difficulties, use a checklist to determine if a place meets the standards to be awarded the Communication Access Symbol. The criteria assessed include:

  • Staff customer service skills.
  • Display and information about products and services.
  • The communication environment.
  • Signage and wayfinding.

Currently, the Communication Access Symbol® has been awarded to over 200 businesses and services in Victoria, across eight sectors, including retail and hospitality, local government, transport, health, recreation, leisure and sport, arts and culture, libraries, tourism, banking and state government services such as the Victorian Electoral Commission (VEC), the Victorian Equal Opportunity and Human Rights Commission (VEOHRC) and Public Transport Victoria (PTV).