3 min read

The Importance of Inclusive Design and ADA Compliance for a Seamless CX

Abhishek Bhel

Senior Composition Developer

This blog is part two of a two-part series on accessible customer communications management. If you haven’t read the first one, I urge you to read it, “Inclusive Customer Experience – The Way Forward.

In recent years, many businesses have prioritized diversity and inclusion activities as it is critical for companies to create diverse and inclusive customer experiences (CX) and employee experiences (EX), not just because it's the right thing to do, but also because organizations stand to benefit greatly from accommodating a wider array of perspectives in every experience they produce.

In today's digital age, companies are no longer limited to physical storefronts to showcase their products and services. With the rise of e-commerce and online platforms, the importance of a seamless and accessible customer experience has become paramount. In fact, according to a recent survey by Accenture, 44% of customers are likely to switch to a competitor after a poor experience, with accessibility being a significant factor.

Of course, setting diversity and inclusion goals is important today, but do you turn them into concrete experience improvement (XI) strategies and techniques that ensure a more inclusive consumer experience?

Here are three requirements:

  1. An inclusive design: This is a design approach that aims to create products and services that are accessible and inclusive to all individuals, regardless of their abilities. Inclusive design takes into consideration the diverse needs of individuals, including those with disabilities, to create a more inclusive CX.
  2. Voice-activated technology: With the growing popularity of voice assistants like Siri and Alexa, more companies are incorporating this technology into their customer experience. This trend not only enhances the overall CX, but also caters to individuals with visual or motor impairments. According to a report by Pindrop, the use of voice assistants is projected to grow by 29% by 2023.
  3. New age inclusive CCM technology: Providing digitally accessible solutioning and engineering for all you CX technology needs which is not only up to date on technology but also in terms of experience that the platform provides

According to a report by Microsoft, 60% of people feel more favourable toward brands that create inclusive experiences. By implementing inclusive design principles, companies create a more welcoming and inclusive CX, leading to improved customer loyalty and retention.

How do you start on the path to success regarding inclusivity and digital accessibility? Here is a plan:

  1. Begin with an accessibility audit: Evaluate the accessibility of an organization's digital platforms and processes to identify any gaps that need to be addressed. This can help companies develop a roadmap for achieving ADA compliance and define the accessibility KPIs necessary for delivering a comprehensive CX.
  2. Reengineer processes: Based on the results of the accessibility audit, companies can reengineer their processes and workflows to ensure they are supporting an inclusive CX.
  3. Rearchitect CCM systems: Identify any accessibility issues in the current platform and redesign it to meet ADA compliance methodology while ensuring a seamless CX.
  4. Develop new ADA-compliant features: Design and develop additional features that comply with ADA guidelines, creating accessible designs and user interfaces that are easy to navigate and interact with for all individuals. You can include re-engineering as one of the criteria to meet ADA complaint processes. Building KPIs for evaluation helps companies understand the effectiveness of the implementation done.
  5. Conduct user testing: User testing with individuals with disabilities is crucial to creating an accessible CX. Conducting such tests can ensure that the digital platforms are accessible and inclusive for all individuals.

If you’re thinking, “My audience doesn’t include that many people with disabilities,” consider that not all disabilities are visible and not all disabilities are permanent. Offering an ADA-compliant customer experience not only enhances your customer relationships, but also improves customer loyalty, retention and satisfaction.