Beyond Ramps: Accessibility as a Core Company Value
Making Accessibility a Business Priority
You can listen to the main article in this newsletter.
Hello everyone,
When we discuss accessibility in transport and aviation, we often focus on things like ramps, ambulifts, accessible seating and wayfinding. While these elements are crucial, they are only part of the endeavour. Establishing an excellent customer experience for disabled people is based on a good company culture. When accessibility becomes a core value that drives every decision and action, it will filter through every project of an organisation.
At the heart of an inclusive organisation is a culture that values and prioritises accessibility. And I don't mean just infrastructural accessibility (even so, that's important too); I also mean organisational structures, the empowerment of staff to make the right decisions, and respecting customers' individual circumstances.
More than compliance
It's more than compliance and not breaking the law (even so, some companies seem to struggle with that as well); it's about fostering an environment where every customer and employee, disabled or not, feels valued and respected. When inclusion becomes a must in a company's culture, it naturally extends to every aspect of the operation, from the design of the environment to the way services are delivered.
Leaders in the transport and aviation sectors have a pivotal role in making accessibility a genuine priority. By championing accessibility as a business goal, they set a powerful example for the entire organisation. This leadership not only encourages employees at all levels to take accessibility seriously but also prompts them to consider it in their daily tasks and long-term planning. Such a shift in mindset can significantly enhance the quality of project delivery and the overall customer experience.
“Accessibility is essential to building a more equitable world”
One of the best examples of a company that ingrained accessibility into its culture is Apple. In 2022, Apple CEO Tim Cook tweeted, "Accessibility is essential to building a more equitable world. For decades, we've been committed to designing technology with the input, expertise, and creativity of people with disabilities—technology that can be used by everyone."
At the same time, Apple released an advert with disabled people.
You might say, "Yes, but we are not Apple." That's right, but the ultimate goal in the transport and aviation sectors is to provide a seamless and discrimination-free experience for all passengers. An inclusive culture puts customers' needs first. This means designing services and facilities with accessibility in mind from the start rather than retrofitting mediocre solutions.
Accessibility drives innovation
Accessibility is a big innovation driver, not just for Apple. An accessibility-driven culture is not just about meeting the minimum requirements; it's about embracing innovation and continuous improvement. It's about being proactive, not reactive.
Creating an inclusive culture also involves breaking down attitudinal barriers. By encouraging a culture of empathy and inclusion, organisations can challenge these barriers and promote a more inclusive mindset among employees and customers.
So what can you do?
If you are a Director or CEO, it's easy. Make accessibility relevant in your organisation and say so at every opportunity. I read so many meaningless interviews with sector leaders. Hardly anyone mentions accessibility or inclusion. Not mentioning it sends a message that it's not important.
It's crucial to understand that accessibility is not just a social responsibility; it's a smart business move. Inclusive practices can bring tangible benefits such as increased customer satisfaction, loyalty, and market reach. In the competitive landscape of transport and aviation, accessibility can be a critical differentiator that sets your organisation apart. The customer base of disabled people is growing. Accessibility can not only attract a new customer base but also stop companies from losing existing customers who are newly disabled.
If you are not a CEO, these might be the arguments to convince your reporting line. But above everything else, accessibility is simply the right thing to do.
Some interesting links
Booking a wheelchair-accessible hotel room is annoying if hotels don’t let disabled customers book the room online. Customers have to call, then get unreliable information and don’t have any certainty that the room is accessible until they arrive. I try to avoid hotels that don’t let me book online with a proper and legally binding booking of an accessible room, but it’s not easy. It limits the choice of hotels. That’s why this case about Marriott’s booking system is really interesting. It goes a step further because it includes franchised hotels - The Federal prosecutors in Colorado have reached an agreement with Marriott International that ends an investigation into mobility-accessible room reservations at the hotel chain.
It may be shocking to learn that airlines threaten disabled passengers with arrest if the wheelchair repatriation goes wrong and wheelchair users refuse to leave the plane until the wheelchair is at the aircraft door. And that’s what happens then sometimes.
How Microsoft prioritises accessibility with feedback from disabled people.
Something to watch
Accessibility in Japan…
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Something to listen to
The consumer organisation Which? investigated the barriers for disabled people when contacting customer services. In this short podcast they discuss their findings. There is also an article about the research.
Some final words
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Who is writing this newsletter?
I’m Christiane Link, and I improve the customer experience in aviation, transport, and travel. I worked as a journalist for over two decades and travelled extensively for business and leisure. I’m a wheelchair user.
Work with me
Whether you're a Customer service director, a Head of Customer Experience, a corporate Accessibility manager, a DEI leader, a transport planner, or a disabled employee resource group member, I can help you to make your organisation more inclusive. You can book me for speaking engagements or hire me as a consultant for your accessibility or DEI strategy, communications advice and other related matters. I have worked for airlines, airports, train operators, public transport providers, and companies in other sectors.
If you want to read more from me, follow me on LinkedIn, Twitter, Bluesky or Mastodon. You can also reply to this email if you want to contact me.
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