How to... Create a Feedback Loop with Disabled Customers

Engage, listen, act and inform.

Welcome to the special edition for paid subscribers!

Paid subscribers receive an exclusive email every two weeks with ideas and tips on making the world more accessible, in addition to the main newsletter.

Today's newsletter is about feedback loops.

Do you remember Blockbuster? In the late 1990s and early 2000s, Blockbuster was a dominant player in the video rental industry in the US and UK. However, the company became complacent, prioritising its rental model over evolving customer preferences. While customers began to shift towards digital streaming and on-demand services, Blockbuster failed to adapt quickly.

Ultimately, Blockbuster's inability to prioritise customer preferences and adapt to the changing market contributed to its decline and bankruptcy in 2010. In contrast, companies like Netflix thrived by understanding and responding to customer demands for convenience and accessibility.

With an increasing number of older and disabled passengers and a bigger demand for accessibility, transport and aviation companies must listen to this growing customer group if they don't want to be like Blockbuster. 

Establishing a feedback loop with disabled customers is essential for improving accessibility and ensuring their needs are effectively met and fit for the business of the future. Here's how to create an inclusive and constructive feedback process:

1. Engage directly 

There is no alternative to engaging directly with disabled people—not their carers or some self-proclaimed experts. Speak to disabled people directly. Listen when disabled people tell you their experiences and gather insights. Encourage open dialogue during events or workshops dedicated to accessibility.

2. Use multiple feedback channels 

Provide various methods for feedback, including email, phone, WhatsApp, and face-to-face discussions. Ensure all channels are accessible, using plain language and multiple formats (e.g., text, audio). Create simple, user-friendly forms that somebody can fill out quickly, and make it clear that accessibility is one of the topics for which they can use the form.

3. Listen actively

Train staff to listen and respond empathetically to feedback. Don't be defensive. Far too many companies try to defend the indefensible.