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Expanding Your Market: Gathering Customer Input

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Expanding Your Market: Gathering Customer Input

Publié par :
Ajouté le : 21 juillet 2011
Lecture(s) : 52
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U.S. Department of Justice Civil Rights Division Disability Rights Section
Expanding GatheringInput from Customers with Disabilities Your Market The Importance of Customer Feedback Understanding what customers want is fundamental to business success. Ascustomers routinely expect more customization of products, personalization of services, and all-around enhancement of their purchasing experiences, businesses need to learn about their preferences, desires, and requirements. Businesses can benefit enormously by listening to customers. Customer innovations in product development, marketing, and customer service methods increase the bottom line.No matter how businesses learn about customer needs -- through focus groups, product usability studies, and customer surveys; mystery shoppers and comment cards; or a successful customer complaint process -- they will satisfy their customers with their attentiveness and impress them with positive responses to suggestions and complaints.Both build customer loyalty. “People with disabilities are problem solvers. They often encounter  Including Customers with Disabilities in the Process unexpected barriers and so must be able All customers should be included in these information-gathering to identify solutions processes, including customers with disabilities.And, there to a problem and are reasons beyond equalizing opportunities that make this implement the solution inclusion significant for businesses. rapidly. Itmakes sense to invest in customers• Customerswith disabilities are part of a large and growing with disabilities. market segment whose customer requirements are often Their experiences overlooked. Businessescannot afford to ignore more than and adaptations 50 million consumers with billions of dollars to spend. to their disabilities represent a set of skills • Businessenvironments and product characteristics that and traits that are  servepeople with disabilities also benefit other markets. extremely valuable in a People with disabilities, who frequently need to find creative competitive market.” ways to work around physical barriers and product inaccessibility, can offer ideas and innovative solutions to attract Paul J. Tobin Executive Director,and keep new customers, especially those in the burgeoning United Spinal older adult market. Association• Peoplewith disabilities can assist businesses in finding cost-effective, usable solutions that bring facilities and customer service policies and practices into compliance with the ADA.
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