Customer Service: It's what you do, not just what you say

By Carmen D. Jones
President, Solutions Marketing Group

I recently moderated focus groups, which included people with a range of disabilities. Customer service and its value were one of the areas my client wanted to focus on. I heard from over 100 respondents in 3 different cities what was important to them - good customer service. Many shared the willingness to pay more for a product or service if provided an assurance they'd be treated with dignity, their business was valued and they would be met by staff who were not only aware, but equipped to address and meet the needs of people with disabilities.

I understand few companies view customer service as a foundational element of disability marketing. I'm of the opinion that it is more important than including images of people with disabilities in ads, sponsorships or initiatives for Disability Employment Awareness Month. While those efforts are important, what a company does is more important than what it says. Providing customer service to the disability market will lead to building a lifelong relationship with consumers. And, this present economy forces company's to tap and serve every consumer segment well.

For any company serious about gaining market share, I offer the following suggestions to initiate customer service to 54 million consumers:

1. Assess your customer service functions by interviewing staff to understand how they resolved issues for customers with mobility, hearing, visual and speech.
   
   
2. Hire mystery shoppers with disabilities who will confirm the customer experience for guests with disabilities. Additionally, have shoppers call the company's toll-free number to provide feedback about the service provided. Pay particular attention to the responses of those with speech, hearing and visual disabilities, because many of them have had great difficulty getting served by customer service reps on the phone.
   
   
3. Analyze the results of the assessment and the mystery shopping effort. Determine where the company is strong and where improvements are needed. Also determine if there's a specific disability group that encounters poor service consistently. Are guests treated with respect? Does the staff understand how to anticipate the needs of customers with disabilities?
   
   
4. Define how you wish to implement your customer service training. You can try to go it alone, or you can retain SMG to develop a customized training program. Bill and Cheryl Duke, who lead our education and training department, have more than 20 years of experience developing programs for several companies across the U.S.

Based on data provided by the U.S. Census Bureau, 1 in 5 customers who purchase products or services from your company is a person with a disability or someone who is affected by disability – a caregiver or parent. Why get those customers by default? Most assuredly, when they have a good experience they tell their friends. And, when they have a bad one they tell their friends. The loyalty of this $1 trillion dollar market rests in your hands to provide exceptional customer service. Won't you get started now? If you're ready, give us a call.

Warm regards,

Carmen D. Jones
President