Impacting the bottom line

With today's blind, deafblind and partially sighted population on the rise, we are witnessing an increase not only in the size of this consumer base, but also in it's prosperity.  The aging population, for example, the majority of whom require large print due to failing eyesight, have disposable incomes and high net worth.  Not surprisingly, this affluent group of consumers is equally concerned with access to public and private information.  What may be surprising, however, is the estimate that less than 5% of printed material is made available in alternative formats, making access to information extremely difficult.

If given the choice, many organizations would not intentionally cut out this affluent group of consumers from receiving their information simply because they didn't have access to it - my reason behind this particular post.

I am often asked by organizations what should be considered when integrating accessibility into overall communications programs, and it essentially all comes down to planning.  Building accessibility strategies into communications plans is an effective way to enhance brand image and address business objectives, while simultaneously meeting the diverse information needs of your customer base.

Our clients who have an active relationship with their customers have been very successful in making a positive impact to their bottom line with a loyal and growing customer base.   Consultation with consumers on delivery options at the development stage will ensure that your accessibility strategies are sound and representative.

More and more organizations are seeing the value of promoting the availability of alternate formats for print-restricted consumers by marketing these services at all points of consumer contact.  These include homepages of websites for ease of access to information, in statement mailings, on 1-800 lines and within point of sale materials at retail levels.

I also recommend sharing your accessibility strategies and implementation programs with all staff members involved in the distribution of alternate format materials.  Many blind, deafblind and partially sighted consumers experience a disconnect between what they have been told is available at one point of contact, (i.e. on a website), and with front line staff at call centers and order desks.  Training personnel to be knowledgeable about the products and services you offer in alternate formats is key to successful delivery.

It is important to monitor the number of alternate format requests received in order to determine future budget requirements.  Equally important is the consideration of multiple format production even before requests are made.  Anticipating volume is sometimes difficult to ascertain, but can be roughly estimated based on the content, audience and external promotion of the document.  I recommend having copies of each format available and on hand to meet all diverse needs and in order to be replenished when quantities run low.  Integrating alternate formats into procurement standards is another effective way of establishing a streamlined method of ensuring that your communications programs are budgeted for and anticipated. 

Those organizations that have been successful in accessibility integration and planning have experienced a direct impact on the bottom line in the short-term with new business, and continue to experience long-term rewards through increased customer loyalty and retention.