Guide to Accommodating Deaf and Hard of Hearing Customers
Are you a business owner wondering how to include all of your customers? Read on to learn how to accommodate your deaf and hard of hearing clients!
Running a business involves wearing many hats, including training, marketing, bookkeeping, and more. Being an inclusive business owner may seem complicated, but some steps can help make your business more friendly to your clientele.
Adapting the Environment
One aspect to consider when setting up accommodations is your business's environment. Some adjustments can make it more comfortable for all your customers.
Clear Signage
Enter your business with the mindset that it is your first visit there. Is it obvious where to go or what to do next? If not, it may mean you need more signage. Examples include signs for the restroom, where to stand in line, and whether to sit or wait for a hostess.
One example of successful signage is international airports. People speak many diverse languages and can follow signs because they are easy to see and have clear pictures and graphics.
Sight Lines
Does your space have unobstructed sight lines? Objects such as tall plants or centerpieces on tables can make it difficult for accessible conversations to occur. Look around and remove things that may be in the way. Also, be sure your furniture is set up so everyone can see each other once seated.
Lighting
Consider the amount of lighting in your space—is it too harsh or too dim? Dim lighting can create a specific ambiance; however, it is more difficult to see faces. Some deaf and hard of hearing may also depend on speech reading to some degree, so good lighting is an essential factor.
Good lighting helps make signs visible, especially finer details like facial expressions and subtle non-manual markers, for those who use sign language. It also reduces the chances of repetition and misunderstandings.
Fire Alarms
Are your alarm systems up to code and accessible? Deaf-friendly alarms will have strobe lights when activated to ensure everyone’s safety. Be sure these are built in during the blueprints, or consult an electrician to have new ones installed.
Minimizing Noise
If your space still needs to be finished, install premium sound insulation. The type of insulation used can go a long way to reducing the amount of noise in your space. Adding padding to walls or soft furnishings can also help reduce echo and noise.
Also, check that your background music isn’t too loud. While it can set a mood, it may make it challenging for hard of hearing to pick up on conversations. Aim for subtle background music or none at all.
Communication Strategies
Captioning on Screens
If your business has TV screens, ensure they all have close captioning enabled. If your screens play prerecorded content, have video editors caption it.
ASL Interpretations
If you have a lot of content playing or signs with detailed instructions, consider having ASL interpretations of the content available. Some places, such as museums, use a QR code on the sign to pull up an ASL video translation when scanned.
Use of Apps
Many deaf and hard-of-hearing people gravitate towards businesses that provide accessibility through apps. For example, many people use an app to order fast food and enable curbside pick-up. This step minimizes the amount of verbal communication needed for the transaction.
When setting up an app, consider features such as mobile pick-up, email and push notifications, the ability to set appointments—if applicable—and a text chat feature instead of relying on audio.
Website Considerations
If your website plays videos, add captioning. Make it easy to contact staff online via text, email, or the contact page. Enable the ability to create appointments with an auto-scheduler. Also, allowing online ordering and pickup or delivery will make it easier to get the sale without typical barriers.
Face to Face
Typical social etiquette, such as speaking clearly and at an even pace, helps, but consider adding other strategies. Having pen and paper nearby can help with communication, but many businesses now use doodle boards or tablets for typing. In addition to being environmentally friendly, it protects the customer’s privacy, as the message can be erased once completed.
If your business serves many deaf and hard of hearing customers, using virtual ASL interpreters would be beneficial. Some companies have a code to scan to request a VR interpreter to help facilitate the conversation. Interpreting agencies such as Convo can help you set up this feature.
Legal Considerations
Service Animals
Deaf and hard of hearing people may also bring hearing service dogs with them. These animals are trained to alert them to noises, such as someone calling their name or alarms going off. Service dogs are trained to meet a specified need, and as a business owner, you are legally required to allow them in your establishment.
ASL Interpreters
If you are a service provider with more than 15 employees, you may be required to provide in-person interpreters or CART services upon your client's request. Businesses that provide medical care or are a government-run entity legally have to provide reasonable accommodations. Consult with the ADA office to determine what is lawfully required for your business.
Training Staff
A component of creating an inclusive environment is training your employees on how to interact with deaf and hard of hearing individuals. Creating standard operating procedures will streamline the process and remove barriers. Teach them how to recognize communication difficulties, when and how to use technology and other strategies.
It may be beneficial to hire an Accessibility Consultant to learn more techniques and strategies to implement. They will be able to offer a fresh look at how you can improve your client experience and train your staff.
Marketing & Advertising
Caption All Content
Whether your business has TV commercials or videos on social media, ensure that all content is captioned. Having captions will increase your customer base and show greater inclusion. In addition, captioned content results in higher engagement and SEO over videos without. One study showed a 7.32% increase in engagement from viewers with captioned videos. It even allows a hearing audience to engage in spaces where noise is a concern, such as libraries, public spaces, or even at home with sleeping children.
Promote Your Business
Do you actively use all of the above strategies for your deaf and hard of hearing customers? Promote your business on the DeafFriendly website and ask for feedback or reviews. On DeafFriendly, you can promote your brand and link to your website. Businesses that have many positive reviews earn the ability to have the Deaf Friendly badge on their site. They also offer virtual training on how to become a deaf-friendly business.
Summary
As a business owner, there are many ways you can make your customers' experience accessible. From adapting your environment to creating captioned content to utilizing technology, many strategies can draw deaf and hard of hearing customers to you. Start today by incorporating steps for a more inclusive business in your community and encourage others to do the same!
Molly, a Deaf mom of two CODAs, lives with her hearing partner of almost 14 years in the scenic Blue Ridge mountains of Virginia. Profoundly Deaf since 18 months old, she enjoys writing about the lived Deaf experiences and advocacy. In her free time she reads, and is very slowly working on authoring her first book.
