Understanding Your Customer's Needs

As part of making all customers feel welcomed, respected and valued, it is important to be aware that some customers may need extra care and attention.

Research has shown that consumers from the following groups tend not to be as aware of their consumer rights as others and are also less likely to complain if things do go wrong:

customers with a disability
customers from ethnic and minority groups
older consumers
young consumers

The following sections highlight issues to be aware of for each of these priority groups and signpost you to further advice and information.

We would urge businesses and retailers to review policies and practice so that they anticipate and meet the needs of all customers, and wherever possible, consult directly with customers and representative organisations.

Customers with a disability

Since the Disability Discrimination Act 1995 (DDA) came into force in December 1996 it has been illegal to discriminate against customers with a disability by:

refusing service
providing a lower standard of service
providing the service on worse terms

From October 1999, service providers have been required to make reasonable adjustments to policies or procedures that make it difficult for disabled customers to use their service (eg installation of induction loops for people with hearing impairments) and from October 2004, duties were introduced to improve physical access to goods and services.

However, these adjustments are only part of the picture. Staff should be trained in understanding and respecting the needs of consumers with a disability.

The Disability Rights Commission (DRC) has produced a guide that will help you:

Understand DDA, in particular your duties regarding accessibility of premises
Think through how customers with different disabilities would access your premises, goods and services
Understand the issues affecting customers with disabilities in order to improve their shopping experience.

The guide also lists organisations in Northern Ireland that provide advice, guidance, support and staff training, click here to download a copy.

Customers from ethnic and minority groups

Some customers from ethnic and minority groups may experience difficulties with communication. This might be because their English is limited; they lack confidence or simply do not have the ‘specialist’ language or jargon necessary to purchase particular goods and services.

Here are some tips that may help businesses to serve customers from an ethnic and minority group:

Be respectful, friendly and welcoming
Recognise that the customer’s culture may be different from yours but it is equal
Be patient and give customers time to explain and understand
Avoid using jargon and local expressions
Speak clearly and slowly but do not raise your natural speaking volume
Consider a private meeting area away from noise and distractions
In addition to English, many other languages are used in Northern Ireland including Irish and Ulster-Scots, Cantonese, Portuguese and Polish. Leaflets and brochures should be written in plain English to help customers for who do not have English as their first language.

Northern Ireland Council for Ethnic Minorities (NICEM) offer training and support to the private and business sectors.

For further information, please contact:

Northern Ireland Council for Ethnic Minorities (NICEM)

3^rd Floor

Ascot House

24-21 Shaftesbury Square

BELFAST

BT2 7DB

Tel: (028) 9023 8645/ (028) 9031 9666

E-mail: info@nicem.org.uk or visit their website at: www.nicem.org.uk

Older consumers

Some older consumers can experience difficulties accessing goods and services. This might be due to problems with mobility, sight or hearing difficulties or through confusion caused, for example, by automated telephone services that offer a long list of options to choose from.

‘A Practical Guide for the Retail Sector…What shop or store owners need to know’ produced by the Disability Rights Commission (DRC) points out that many of the adjustments made for people with disabilities have also benefited older consumers and so it would be useful to read this guide. Click here to download a copy.

It might also be useful to consult with organisations such as:

Age Concern Northern Ireland

3 Lower Crescent

Belfast

BT7 1NR

Telephone: (028) 9024 5729

E-mail: info@ageconcernni.org

Web: www.ageconcernni.org

Help the Aged

Ascot House

Shaftesbury Square

Belfast BT2 7DB

Telephone: 02890 230 666

E-mail: infoni@helptheaged.org.uk

Web: www.helptheaged.org.uk

Young Consumers

Some people may be surprised to see young people listed here, but research in 2003 has shown that:

Only 10% of young people aged 16-17 feel knowledgeable about their consumer rights; and

3 out of 5 (58%) feel embarrassed about having to make a complaint.

Further research in 2006 showed that, despite more than three quarters of young people surveyed spending more than £10 per week, and almost a third spending more than £20 per week; they believed shop owners and shopping centres didn’t show then the same respect as adults.

In the interests of treating all customers equally and encouraging young people to remain loyal customers today and in the future, businesses and retailers need to access how policies and staff attitudes might impact on younger consumers. If you would like to read more about the research and findings, click here.