Enhancing the Online Customer Experience
When it comes to the physical world, businesses have made progress
in accommodating customers with disabilities. Brick-and-mortar stores
have ramps and wide aisles. Banks provide talking ATMs for people
with vision disabilities. Office buildings have accessible washrooms and
automatic doors.
But in the digital world, brand websites lack basic accessibility
requirements like proper ALT tagging, zoom text or other WCAG
guidelines – let alone assistive technology that customers who have
trouble typing, moving a mouse or reading might need to engage online.
The solution to this problem is twofold. Ensuring that your website is
accessible to assistive technology like screen readers, braille and braille
embossers, or assistive listening devices that allow customers using
these kinds of devices to better navigate and engage with your website.
Regularly auditing all your digital assets like websites or mobile apps
limits any gaps in the customer experience.
However, customers who have trouble typing, moving a mouse,
scrolling, tapping or reading need assistive technology to make online
purchases, conduct financial transactions or participate in promotions
online. Offering your customers with disabilities assistive technology is
the first step in creating a delightful experience with your brand in the
omnichannel web.
7 | essentialaccessibility.com
"An Accenture report in the US found that companies that championed people with disabilities
outperformed others, driving profitability and shareholder returns. Revenues were 28% higher, net
income 200% higher and profit margins 30% higher."
13
13 Accenture (2018) Getting to Equal, The Disability Inclusion Advantage
