11 February 2008
According to a new study sponsored by The Customer Respect Group shows that organisations who have invested in improving customer interaction are realising significant hard and soft benefits from accessibility initiatives.
The study, “Accessibility and Business Value: Profiles in Success,” assessed the website accessibility of Fortune 100 companies based on a benchmark developed by The Customer Respect Group. The accessibility benchmark was created to measure the effectiveness of features that help improve the online experience for people who are blind or have low vision, and for those with cognitive and mobility challenges.
The benchmark has allowed for the leading companies of online accessibility to be identified. Subsequent interviews were conducted with executives the top ten leading companies—including Verizon Wireless, Southwest Airlines, General Electric, TIAA-CREF, Washington Mutual and others—to further investigate the companies’ wider accessibility initiatives and determine the motivation for investment.
The study showed that many leading companies see accessibility playing and important role in reaching a greater range of consumers within their target markets. Furthermore companies who approach accessibility as part of the larger corporate strategy received the greatest return on investment.
Executives interviewed told The Customer Respect Group that increases in product sales, market opportunities, and customer loyalty were key benefits derived from accessibility and marketing efforts targeted toward people with disabilities and aging consumers.
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