Communication the key to be understood?
Bianca Prins, CPACC
Global Head of Accessibility ING Bank, Person of InCluence, EAIA Advisory Board
There is a clear difference between communication, which is according to a quick google search: “the imparting or exchanging of information by speaking, writing, or using some other medium.” For most of us, spoken or written communication is clear. What if you cannot perceive the information adequality because spoken language is not your native ‘speech,’ or what if you cannot perceive written information because you have trouble reading, what if you do not understand what is meant because not all information is accessible for you to take in, what ….
For people with hearing-, learning-, visual disabilities information is not always easy to understand in the standardized formats made of plain text either digital or on paper. People ask me at times if it is our responsibility as bank or other business to provide information in an accessible format. I say ‘Yes, we are responsible for an accessible format providing information to our customers’ especially since this is not just an accessibility compliance issue. This goas beyond accessibility and that is why I’d like to address this topic today.
What is expected of Banks
Regarding people with disabilities, if we like it or not, are part of the customer ‘risk’ group: vulnerable customers. Being part of this group, brings some benefits and equally risk such as stigmatization and underestimation.
I group, for in this case communication, the disability community in 3 groups:
All these groups have equal rights to open a bank account, still it is not easy for them if the bank of choice is not accessible for these customers. Most obviously people tend to think about digital accessibility, can you manage the website, is the website WCAG proof, etc. This is only part of the medal as it is even more important the customer fully understands what kind of product they bought from the bank they trusted their finances to. The EP Vulnerable Customers Briefing includes the reference: “The Basic Payment Account Directive requires Member States to ensure that 'unbanked vulnerable consumers' (i.e. people with no access to a basic bank account) are sufficiently informed about the availability and characteristics of payment accounts with basic features.”
This means, in my opinion, that banks are responsible to assure that people cannot just access banking apps and web, customers must understand what kind of product they bought, how it is used, and what features can do to manage their finances. This information must be available for all customers, in various forms so all customers can perceive and process the information to act accordingly.
Responsibility of the customer
Yes, as accessibility expert I believe that customers also have a responsibility in providing the best communication, by sharing their needs. Still, the bank or other business must make sure customers can take up this responsibility by providing the option; “how I wish to receive my information?” where customers can choose for braille, sign, written, spoken, or any other form of communication to assure they know what product is bought.
Secondly, customers need to be willing share when information is not understandable, which must be made possible by the bank/business to assure we can get the input of our customers. This brings us to the final conclusion, accessibility and thus disability inclusion is a shared responsibility. The bank/business needs the customers to come forward and the bank/business must make sure that customers with disabilities can step forward so accessibility experts can improve accessibility in all endeavors!?
Bianca Prins is Global Head of Accessibility at ING Bank, and trailblazer in the business disability community. A pioneer in the development of a global strategic Accessibility approach in the fast evolving business roles to include people?with a disability in business. With LinkedIn?#TheIncluencer?articles Bianca is sharing insights on accessibility business opportunities, challenges and struggles towards a sustainable and disability inclusive world for all!
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1 年As to WCAG proof, communication is compromised from the get go by the assumption that people have the ability/desire to acquire, install and learn the software to experience sites developed with WCAG in mind. Even if there is a degree of access offered, the method by which people are expected to achieve it is not inclusive or equitable.