COMMENT: Retailers need to invest in “hearing” their customers

Meeting the needs of customers with disabilities has been brought to the fore with the advent of Purple Tuesday, the annual accessible shopping day in November.

However, rather than “accessible” pointing solely to those with mobility needs – the largest disabled group in the UK have hearing loss. In fact, their number has just topped 12 million and with an ageing population, that figure will continue to rise.

Much of the high street has invested in assistive technology for customers with hearing loss, namely hearing loops, which cut out distracting background noise for customers wearing hearing aids.

Despite this, customers can’t assume every outlet has one installed, that they are in working order or well maintained. And retailers may be missing out on much-needed income if, as a result, the shopping experience is too challenging.

The issue for customers

“The largest disabled group in the UK have hearing loss“

Modern store design and the urban location of high street stores means shopping can be a stressful and frustrating experience for those with hearing loss. Hard surfaces amplify rather than absorb sound and passing traffic, roadworks and in-store music can make it nigh on impossible for shoppers to discern a member of staff’s voice. Hearing aids amplify all sound, and without assistive listening technology users have little chance of getting the customer service they require.

Retailers’ obligations

The Equality Act 2010 specifies premises need to make “reasonable adjustments” to offer an accessible environment and provide “auxiliary aids and services” to those with disabilities. Naturally, the largest disabled group should be included in this but, amazingly, they are often not.

“Reasonable” is a key word as what may be expected of a 100,000sq ft superstore will differ greatly from an 800sq ft convenience store.

Retailers may feel they have satisfied these requirements having installed loops at till points or service counters. However, without signage to let customers know the provision is there or regular maintenance to make sure the loops work, stores will be falling short of their legal obligations.

All too often refits take place, equipment gets damaged or removed altogether and accessibility is lost. Not only is this an issue in terms of customer service but it presents a safety issue too. Hearing loops are a vital piece of equipment in terms of emergency announcements – for example in the lift of a department store.

“All too often refits take place, equipment gets damaged or removed altogether and accessibility is lost”

Staff are central to customers with hearing loss getting good service so training is essential. They need to be aware of where loops are, what they do for customers with hearing aids and how they should be used.

The technology

Assistive listening technology amplifies the sound people with hearing loss want to hear. The most commonly used is a hearing or “induction” loop, which allows hearing aid wearers to hear a sound source clearly when they switch their hearing aid to the telecoil, or “T” mode. At a service counter this would involve a small microphone, a loop of wire which the sound source passes through, and an amplifier.

Hearing loops can transform the customer service experience. For example, ordering a drink in a café against the noise of the coffee machine suddenly becomes easy or simply hearing the amount required by the cashier at a till point.

There is also the issue of confidentiality to consider. People need to hear clearly at an in-store post office counter where they may be discussing their finances or at a pharmacy where information may be personally sensitive.

What’s more, hearing loops are developed to an international standard so no matter where in the world customers come from, switching to the T position on their hearing aid will give them access to clear sound.

The business case for loops

“Hearing loops can transform the customer service experience”

The so-called “Purple Pound” is estimated to be worth £249 billion to the UK economy. Yet the high street has allowed 75 per cent of disabled people and their families to walk away from a UK business because of poor accessibility or customer service.

Retailers may not think they have enough customers with hearing loss to warrant investment in a hearing loop, but it is often difficult to know who is or isn’t affected by this hidden disability. And legislation states that the needs of ‘potential’ customers need to be considered.

Having a loop in place, with clear signage, means customers can access the loop without having to disclose their hearing loss, making for a simple and dignified shopping experience.

At a time when retailers are struggling with diminishing footfall and increased online competition, being able to offer a great customer service enhances both reputation and sales potential.

Andrew Thomas is the Chair of the International Hearing Access Committee and the International Hearing Aid Manufacturers Association 

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