You may be thinking that this isn’t necessary because there aren’t that many deaf people in the UK and they certainly won’t be shopping at your store. But what if we told you that there are 11 million deaf people in the UK, 150,000 of those being British Sign Language (BSL) users.
Believe me, they will be using your services.
Here are some of the challenges that you will be facing in the current marketplace:
- Customer’s expectations are ever increasing
- It has never been easier to switch
- When a customer complains, they are able to communicate that complaint publicly in front of lots of other people
- There is huge disruption in the marketplace
All of this means that it is becoming more and more difficult to maintain customer loyalty.
But, there is a community of people who make shopping decisions based on a different set of criteria.
They are looking for businesses, retailers and organisations who understand their specific needs. Once they have found a supplier who offers that level of service, they are more likely to remain loyal as finding that service elsewhere will be challenging.
There are 11 million people in the UK who are deaf or have a hearing loss. With an ageing population, this number will rise to an estimated 15.6 million by 2035.
If you penetrated just 0.5% of this market, this offers a huge return on investment.
Get it right and the rewards are significant both in terms of:
- Increased sales
- Press coverage
- Social impact on reputation and CSR
Getting this wrong can have catastrophic consequences especially nowadays with social media and a number of well-known brands have been subject to this experience already.