A Deaf Friendly Environment Seal for Your Business
Looking for a Unique, Untapped Market?
The Influential Power of Good Customer Service
If your business is looking for a new market to tap, here are some facts to consider: There are currently 34 million deaf or hard-of-hearing consumers in the U.S. Many are well educated and, as a group, they are very well connected. Here’s another surprise: 95% of deaf children are born to hearing parents. So, for every deaf consumer to whom you extend your hand, there are many more deaf and hearing family members, co-workers, friends, classmates and neighbors. Vast communication networks among deaf consumers, combined with this population’s reputation for strong brand loyalty, means reaching out—or simply being happy to accommodate them—and that could impact your bottom line.
Who Knew?
During the last holiday season, Kay Jewelers produced a commercial featuring a hearing man using sign language as he gives a Christmas gift to his deaf girlfriend. That ad made the Nielsen IAG list of “Top Ten Most Liked Retail Ads during the Holiday Season.” Were all of those viewers deaf? Hardly. And here’s something else to consider: When asked if they would be more likely to frequent businesses that accommodated deaf members of their family, the overwhelming response from consumers with deaf family members was “yes.” Jennifer An, a hearing consumer whose husband happens to be deaf reports: “I certainly would rather use a business that was happy to hire a sign language interpreter for my husband. If a business cares enough about a deaf person to make sure their experience is a good one, then they will probably show me the same level of respect as well.”
Good Customer Service to the Deaf Community is a Business Decision
Northwest Hospital is known to be very willing to hire sign language interpreters for their deaf patients. Northwest is happy to hire interpreters because they want to ensure accurate diagnoses and avoid unnecessary mistakes. But they also do it because it’s the kind of customer service that improves their bottom line. Colleen Barrett, President of Southwest Airlines once said “We are not an airline with great customer service. We are a great customer service organization that happens to be in the airline business.” Perhaps this explains why Southwest Airlines and Northwest Hospital both do well in customer service ratings.
When you hire a Sign Language interpreter for your deaf consumers, you improve disability awareness among your employees. You are also complying with the law. But you might be surprised at the other benefits that ensue. “So often,” says Tina Montgomery, Director of Interpreting Services at HASA, “professionals tell us about what a difference interpreting made to their ability to provide good service. Medical staff tend to say things such as ‘We knew the patient thoroughly understood the risks of the procedure,’ or ‘the presence of the interpreter made everyone relax.’ One local lawyer told us that there is no way he could have had such a positive outcome without the skill and attentiveness of our interpreters. The benefits cannot really be explained to someone who has never worked with a sign language interpreter, but the business transaction that takes place with the deaf consumer is always far more positive for everyone.”
American Sign Language Spoken Here
By hiring an interpreter, or promoting your business as “Deaf friendly,” you increase your potential customer base and boost your brand. We often see ads or signs that announce to Spanish speaking customers Se habla Espanol. But rarely do we ever see, for example, “XYZ bank is a Deaf friendly environment.” Businesses who begin doing so could see significant returns. Deaf consumers want to be courted as customers and some businesses are seeing the benefits of the idea. During the 2008 Super Bowl, PepsiCo made the decision to air a commercial specifically targeting the deaf community. It’s very likely that PepsiCo is still seeing good returns on that (significant) investment.
Get the Deaf Friendly Seal for your Business
For more information about sign language interpreting services, contact:
The Hearing and Speech Agency’s Centralized Interpreter Referral Service (CIRS)
CIRS offers immediate or planned sign language and oral interpreting services throughout Maryland.
410-318-6780