Whether in B2B, B2C, or B2B2C businesses, customers are everywhere. Customers are the most valuable asset because they generate revenue, provide a competitive advantage, encourage repeat business, and contribute to long-term success. As the saying goes, “the customer is king (or queen).” The saying emphasises the need for every company to deliver outstanding customer service. However, one often overlooked aspect of customer service is inclusion. Creating accessibility and inclusion in customer service goes far beyond traditional support methods. It is about ensuring every interaction is meaningful and accessible to all customers, regardless of ability, language, or background.
Creating an inclusive customer experience
Customer service should be inclusive so that everyone, no matter their background, feels valued and supported. From every touchpoint, whether entering a store, buying a product, navigating a website, or seeking assistance, businesses must check whether they genuinely accommodate everyone.
Accessibility once meant physical accommodations, like adding ramps, tactile paving, or elevators to buildings. Today, inclusive customer service goes beyond physical access. It involves creating systems, processes, and support that allow people of all abilities to interact with and receive help from a company in an equal, fair way.
Here’s what else to consider when trying to provide inclusive customer service:
Web Accessibility
Only 3% of websites worldwide meet the World Digital Accessibility Guidelines. As a result, these sites often lack features that support those with visual, hearing, mobility, or cognitive impairments, making it hard or even impossible for them to navigate, understand, or interact with these sites.
Many users with disabilities depend on assistive technologies, like screen readers, to navigate websites. To make their browsing experience smoother, links should clearly describe where they lead. It helps users decide whether to click on the link or stay on the current page.
Web accessibility and inclusion in customer service: Some examples
The BBC site, for example, includes an “Accessibility Help” link, allowing users who rely on keyboards or screen readers to quickly access assistance without navigating through the entire site.
Another example is if a screen reader reads a link as “Read More,” it doesn’t inform the user about the destination. A better approach would be to use a descriptive link like “Click here to learn more about our products.” This way, users know they will be directed to a product page for more information, improving their overall experience on the site.
Provide language options for better accessibility and inclusion in customer service.
Inclusive customer service cannot exist when support is offered in only one language. Inclusion means recognising that your entire customer base should have access to assistance, not just those who speak English. Multilingual customer support remains crucial even in countries where English is the primary language. This is especially true in culturally diverse nations like India, where over 120 languages are spoken.
For instance, Amazon provides services in 75 languages across more than 50 countries. However, in the United States, customers see only two language options: English or Spanish. If users switch their shopping region to India, they can access languages such as Hindi, Bengali, Malayalam, and Tamil. Yet, when interacting with customer service agents, the available language options are often limited to Hindi or English.
What more needs to be done
While adding language options on websites and apps is a step toward inclusivity, it does not fully address the needs of customers. If a company website offers support in multiple languages but customer service agents cannot communicate in those languages, the initiative fails to deliver real value to customers.
Such partial or poorly thought-out solutions will not effectively meet customer needs. When a company introduces new systems or processes, especially those related to inclusivity, it should ensure that these solutions are fully developed and effective at all levels.
Representation in visuals
An inclusive approach to visuals is essential in creating a brand that resonates with diverse audiences. When marketing visuals, product photos, or branded content feature people of different races, genders, ages, abilities, and body types, they send a message of acceptance and inclusivity.
Imagine if a customer is searching for a foundation, but every model shown has the same skin tone and features. They might feel excluded or assume the product is not meant for them.
Even your marketing plays a role. A customer looking for fitness equipment notices only young, athletic models in the promotional images. Or a tech brand campaign that only shows younger people using their devices. These are subtle ways brands unintentionally display bias.
Inclusive marketing shows that your company is attentive to everyone’s unique needs and perspectives, creating a welcoming environment even before a customer interacts directly with your services. Inclusive representation tells every potential customer, “We see you, and this service is made with you in mind.”
Accessible streaming services
The rise of online streaming has transformed how people enjoy their favourite shows, with more viewers turning to OTT platforms than ever before. Despite this shift, many streaming services still fall short in providing accessible content, which means that many users with disabilities face challenges when trying to enjoy the same content as everyone else. However, some companies are already setting a positive example by investing in accessibility.
The Netflix way
For example, Netflix offers several accessibility features for users with hearing, sight, or mobility challenges. People with hearing impairments can select “Closed Captions” from the audio and subtitles menu. These captions function like subtitles but also describe background sounds and music. For those with visual impairments, the main challenge is browsing content. To help with this, Netflix supports various voice-activated devices and virtual assistants that make navigation easier.
Ensuring accessibility and inclusion in customer service: Multiple touchpoints
To create an inclusive customer service experience, optimise your channels and platforms, making them accessible, user-friendly, and responsive for everyone. Offer multiple ways for customers to contact you, including phone, email, chat, social media, and self-service options. Ensure that these channels are consistent and integrated, providing a seamless experience across the customer service board.
Additionally, design your channels, ensuring they are easy to use and navigate for individuals with diverse abilities, languages, devices, and preferences. Regularly test and update these platforms and actively seek customer feedback to identify areas for improvement. This approach will help you create a more inclusive customer service that meets the needs of all users.
Training staff for inclusive service
Your customer service staff are the face of your brand. To ensure these interactions are positive and inclusive, it is crucial to invest in DEI training and empowering your staff. Encourage staff to adapt to different situations by role-playing various customer scenarios during training. For instance, simulating interactions with customers who may have disabilities can help staff learn how to provide appropriate assistance.
Accessibility and inclusion in customer service: The final thoughts
The success of any business depends on its ability to adapt and respond to the diverse needs of its customer base. Every interaction with a customer shapes their perception of your brand, making it essential to create an environment where all customers feel valued and supported. However, this commitment goes beyond traditional accessibility measures. It requires a holistic approach that embraces diversity at every level. Ultimately, inclusivity is a journey that demands ongoing effort and adaptation.
At Changeincontent, we believe accessibility and inclusion are essential to creating truly inclusive brands and workplaces. Customer service is not just about delivering solutions but also about reflecting the values of fairness, equality, and respect for diversity. By championing these principles, companies lead a cultural shift toward a more equitable world. Our mission is to highlight these practices, inspiring businesses to embrace inclusivity in ways that create genuine, positive change.
Disclaimer: The views expressed in this article are based on the writer’s insights, supported by data and resources available both online and offline, as applicable. Changeincontent.com is committed to promoting inclusivity across all forms of content, which we define broadly to include media, policies, law, and history—encompassing all elements that influence the lives of women and gender-queer individuals. Our goal is to promote understanding and advocate for comprehensive inclusivity.
