When pulling together your customer strategy, focusing on what you know you can do and what works for your destination, are clearly solid ways of providing an experience that you are comfortable delivering. The idea of being inclusive might not even enter into the consideration process when developing products or services for your visitors to enjoy. However, with just a little reasoning and thought to how you can help all your potential customers, suddenly new opportunities can be created that will be beneficial well beyond your organisation.
Any business decision, particularly those that require some form of capital investment, will need to be justified. So, the obvious place to begin with, is by confirming that being inclusive is great for your bottom line. Any accessibility adjustment or improvement made, means you are instantly allowing more people to access your services and therefore improving your potential revenue streams.
It is worth noting too, that there is not an expectation that overnight you will suddenly be able to make every improvement to entertain any customer or visitor, although that would clearly be fantastic if possible. But every measure you introduce to allow more people to be welcomed through your door can only have a positive impact on your income.
Conversely, not considering how to be inclusive, might result in greater costs and even potential litigation. The Equality Act 2010 states that all UK businesses should make reasonable adjustments to ensure that no barriers are created to potential customers accessing your services. If no thought or effort has been put into how you can be accessible and inclusive, then this is discrimination! You could be alienating potential customers but also opening yourself to a potential discrimination claim.
If you want to avoid discriminating and save money, then make sure you have a plan or strategy in place to be inclusive.
You will also find that as you take the time to review how everyone will access your business, you have the opportunity to engage with your customers and your staff. Incorporating an inclusive and universal service design approach will give you fantastic insights to what works well and what doesn’t for your customer service. You can then use this knowledge to develop systems that let you demonstrate how you care for the people inside and outside your business.
You can easily waste time and effort trying to fabricate an authentic customer experience which today’s consumers demand. A simple system of asking questions and listening to the feedback from your visitors and workforce will help you build a great experience. You will not only have happier and more productive staff, your customers will be singing your praises long after their visit.
This inclusive way of developing your business is clearly great for your brand. When you involve your staff in the decision-making processes, they develop a deeper understanding of why and what it is you are working to deliver each day. You empower them to go out and deliver a great end result. So being inclusive should clearly have a big emphasis on involving your customers and staff to benefit your business. The reality of an inclusive approach and what it can achieve is far greater. One where your business, staff and the wider community can all benefit from the action taken to develop a destination that will attract more customers and create a more inclusive society.