Insights

Unlocking the power of inclusive customer channels: Drive loyalty, enhance your brand, and realize operational efficiencies

Steve Cogan, UST Salesforce Practice

For over a decade, I've worked with brands on improving their customer engagement channels, starting with the rise of social media and the shift towards a seamless customer experience. Brands quickly learned the value of connecting their social media and customer service teams to create a unified approach to resolving customer issues. This collaboration became a cornerstone of what is now called Social Customer Service, addressing both private messages and public conversations—from lost luggage to missed deliveries.

Although the transformation of customer communication channels has stabilized in recent years, platforms like TikTok are gaining momentum. With the meteoric rise of newer platforms, brands must evaluate whether their customer-facing channels are still relevant or missing opportunities to engage more inclusively.

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The limits of generational segmentation

Generational labels like Gen-X and Millennials often drive assumptions about which communication channels—Facebook or TikTok—certain groups use. While these labels offer some insights, they don't fully capture the more serious uses of these channels, such as contacting essential service providers like utilities or banks. More importantly, many individuals, particularly people with disabilities, face significant barriers when trying to access suitable customer communication channels.

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The accessibility gap in customer communication

Research from Support-Hub, led by Experian, found that nearly 73% of people with disabilities delay contacting essential services providers because they find the process overwhelming. This statistic is a wake-up call for brands to adopt more inclusive customer channels that benefit all customers, especially those with unique needs.

In the UK, recent research by Business Disability Forum echoes these concerns, highlighting that to be inclusive communication must meet the needs of customers with disabilities and allow customers to communicate with business in their preferred format. Respondents to their survey felt that having various contact options and clear information about how to get in touch would encourage them to engage with businesses.

“[I prefer to communicate] by email or text. The spoken word is hard for me to understand on telephone, especially when calling from a call centre. I often ask for alternative methods like email, but they seldom happen.” Anonymous disabled consumer [Business Disability Forum: What disabled consumers choose to buy and why]

This underscores the importance of offering diverse communication options that meet the preferences of all users. When businesses provide clear, inclusive methods of engagement, they improve the customer experience and boost customer participation.

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A global opportunity

Accessibility is a global concern, extending beyond the UK. A study by the ROD Group revealed that the global population of people with disabilities is 1.85 billion, making it a market larger than China. Including friends and family, the figure rises to 3.3 billion potential consumers. Together, these groups control over $13 trillion in annual disposable income. Addressing the needs of these consumers presents a unique opportunity to create a positive impact for customers while driving growth.

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Why inclusive channels matter

Adopting inclusive customer channels goes beyond legal compliance—it can dramatically improve customer loyalty, brand reputation, and operational efficiency. Offering various accessible options helps create stronger connections with customers from all backgrounds, fostering long-term loyalty and engagement.

In fact, businesses that adopt digital channels can reduce costs significantly. For example, digital communication channels like chatbots and self-service portals are up to 2:1 more cost-effective than traditional phone-based support. A Salesforce customer recently reported that almost a third of their customer inquiries now come through digital and self-service channels, with expectations that this will grow to over 60 %.

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Inclusive channels benefit everyone

Implementing inclusive communication channels brings substantial benefits:

• Customer loyalty: Customers who feel understood and respected are more likely to stay loyal.
• Enhanced brand reputation: Addressing accessibility proactively strengthens your brand's alignment with ESG goals and improves public perception.
• Compliance: Accessibility regulations such as the UK FCA's Consumer Duty rules and the Equality Act require businesses to prioritize inclusivity.
• Cost efficiency: Utilizing digital channels can help reduce operational costs while improving customer access to services.

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Practical steps for implementation

Creating inclusive customer channels doesn't have to be difficult. Here's how you can start:

• Evaluate current channels: Assess whether your existing communication channels meet the needs of diverse customer groups, especially those with disabilities.
• Leverage digital platforms: Incorporate platforms like WhatsApp, which has grown to over 2 billion users globally in just five years, to provide additional, accessible options.
• Measure impact: Track the impact of inclusive customer channels on key metrics such as customer loyalty (Including CSAT and NPS), operational efficiency, and overall performance.

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Join the conversation

Inclusive communication is more than a trend; it's essential to the future of customer engagement. Watch our on-demand webinar where we explore the evolution of digital accessibility and how to implement inclusive customer channels that drive loyalty, enhance your brand, and realize operational efficiencies.

Watch now and discover the power of inclusive customer channels.