How many times in your life have you complained about poor customer service or problematic business practices? How many times have you been so furious about the way you were treated at a place of business that you went out of your way to make sure management (and anyone else who would listen) was informed?
How many times have you done the same when you were treated well?
It is often said that people are far more likely to complain than to praise. Perhaps sociologists can explain why, maybe it has something to do with that "fight or flight" instinct, and when we are angry we want everybody to know about it. While I have certainly done my share of complaining, I believe we are most effective when we go out of our way to explain the ways in which business was conducted exactly right.
One reason that complaining can be effective is because the alacrity with which a solution is proposed is usually in direct proportion to your willingness to make a scene. The greater the stress you place on everyone concerned, the more likely they are to appease you so as to quickly remove you from their face. However, once departed, you and your complaint are likely soon forgotten, simply because total recall is vastly uncomfortable for everyone. That is, unless they’re laughing, having made you the day’s water cooler topic. However, you certainly did nothing that would make the next person’s experience there any better.
While repeat business is the goal of any company, even this type of positive reinforcement may not go far enough. Are they doing well because of advertising? Pricing policies? Nice decor? A low pressure environment? What was it, exactly, that worked? Disability-friendly policies may not be high on a list of success analytics, but there is much we can do to raise our profile as a desirable consumer demographic. In the process, we can make the experience better for the next customer.
If you are a person with a disability and you have a great experience at a retail establishment, restaurant, or web site, take the time to elaborate on the reason. It’s easy to use positive reinforcement that will generate good will with staying power. Here are some ways to show support and appreciation to a business that empowered you:
If an employee was discreet and respectful, make sure they know how much you appreciated your experience. If the store manager went out of his or her way to accommodate you, let the store owner know, even though making that accommodation may not have been a specific store policy.
It is important that while you are praising the business, whether in person, over the phone or in writing that you explain why you are showing your appreciation. Try to come up with something a bit more inspired than "Dude, cool store." Let the staff know why what they did was beneficial, and encourage more of the same. Tell them that once a business is known to be accessible, people with disabilities will spread the word, and will be loyal customers. Remind the employees that their efforts are not simply a matter of disability awareness, it is a matter of excellent customer service.
If you are blind or visually impaired making a purchase online, and the ecommerce page offers an audio CAPTCHA option, be sure to write to the company and tell them how much you appreciated having that option. Explain that, because of this accommodation, you were able to complete the transaction without sighted assistance. Of course, that is its purpose, but it is always nice for the site owner to know that the consideration was not in vain.
If an employee utilizes some clever trick to assist you in signing on the dotted line, devising an ingenious method of identifying "which way is up," helping you to navigate around barriers or accomplish your business without humiliation, tell them why their choice to exercise discretion is so valuable. There have been times when, in doing just this, I was invited to come back and conduct staff training so that all employees could benefit from my experience.
Finally, do your part to ensure that a disability aware business is around for awhile. Share your knowledge with friends, tweet or blog about the company and their disability aware policies or environment. Consider it your contribution to our economic recovery. Pay it forward!
LL