The Accessible Brand & Accessible Customer

Join Gayemarie Brown, Consulting Practice Lead at Perkins Access, as she delves into the accessibility-driven strategies behind brand and customer experience. Discover market-leading examples and insights on integrating accessibility for competitive advantage.

Transcript

1. Accessible Brand
2. Pioneers & Innovators 1829 Founded by Dr. John Fisher and directed by Samuel Gridley Howe, Perkins opens in Boston. 1837 Laura Bridgman, the first deafblind person to be educated, begins her schooling at Perkins. 1881 Howe Press begins producing braille books. 1887 Perkins graduate Anne Sullivan begins teaching Helen Keller. 1912 A new campus is built in Watertown, MA. 2
3. Creating an accessible world for all humans Perkins Innovation & Consulting Perkins Braillers
4. 1 in 6 people in the world lives with a disability Hearing – Hard of hearing – Deaf – Deaf-Blind Motor Function – Fine motor – Gross motor Seeing – Low vision – Visually impaired – Blind Communicating – Speech – Language – Non-verbal Cognitive Function – Neurodivergent – Attention – Learning – Memory Source: World Health Organization 2023 4
5. Source: 2022 Valuable Truth Report $8T Annual Disposable Income This translates into real dollars…
6. 2016 49.2 73.6 2034* 77 76.5 2060 94.7 80.1 Adults 65+ Children under 18 years of age Number of people in US (in millions)
7. “32% of customers would stop doing business with a brand they loved after just one bad experience, while high-quality customer experiences can increase evenue by up to 16%.” - PwC “Companies that actively employ best practices for employing and supporting persons with disabilities in their workforce had 28% higher revenue, double the net income, and 30% higher economic profit margins.” - Accenture “57% of consumers say they are more loyal to brands that demonstrate commitment to addressing social inequities in all their actions.” - Deloitte Accessible Customer Experience Accessible Employee Experience Accessible Brand How we at Perkins Access think about this 7
8. Accessible Customer Experience Accessible Employee Experience Accessible Brand • Conversion • Risk mitigation • Market reach • Customer satisfaction • Lower support costs • Expanded talent pool • Efficiency • Innovation • Job satisfaction • Lower turnover • Customer loyalty • Reputation • Likelihood to refer • Corporate social responsibility • Brand equity Companies that do all three well are market leaders. Opportunity Cost of Disability 8
9. 9 Beyond Color The Accessible Brand
10. Language Images Community Relevance Perception Connection Inclusion Reputation Values An Accessible Brand Matters
11. The accessible brand framework Research › Brand audit › Analysis of published data › Customer satisfaction surveys › Inclusive user research Strategy › Brand purpose › Brand vision › Positioning › Emotion › Connection Design › Color palette › Font › Packaging › Product Touchpoints › In-store › Online reviews › Social media posts › Videos › Events Assets › Logo › Tagline › Brand identity › Inclusive visuals Thinking Beyond Color 11
12. Accessible brand: Apple 12
13. Inclusive spaces framework: Starbucks 13
14. Inclusive research 14
15. The Power of Dreams 15
16. Honda Scenic Audio App 16
17. 17 Braille Font Haptics Shape Narrative Labels QR Code Freshness Indicators Technological advancements like AI can decrease the digital divide Accessible Food Brand
18. 18 Awareness Consideration Purchase Retention Advocacy Store Call Center Broadcast Direct Mail Packaging App ChatBot Social Media Analog Touchpoints Digital Touchpoints Website Recipe
19. Awareness Consideration Purchase Retention Advocacy Store Call Center Broadcast Direct Mail Packaging App Website Document ChatBot Social Media Analog Touchpoints Digital Touchpoints Lost Customer 19
20. 20 Awareness Consideration Purchase Retention Referral Store Call Center Broadcast Direct Mail Packaging App ChatBot Social Media Analog Touchpoints Digital Touchpoints Website Recipe
21. Perkins.org // 21 “Justice Department Issues Historic ‘Final Rule’ On Better Web Accessibility For Everyone” Forbes April 2024 Website App eDoc Voice Kiosk Chatbot Email Social
22. Perkins.org // 22 We are honored to work with leaders in this business who are making real change
23. linkedin.com/in/gayemariebrown/ Gayemarie.Brown@Perkins.org PerkinsAccess.org
24. Thank You & Questions 24 “It takes many good deeds to build a good reputation, and only one bad one to lose it.” Benjamin Franklin