The festive season is upon us—a time for pantomimes, holiday bookings, and busy websites. However, with increased traffic comes a surge in customer service enquiries that can overwhelm support teams. Most businesses want to relieve some of this seasonal pressure but don’t know where to start.
By embracing digital inclusivity, you can alleviate some of this pressure enabling users to join in on festivities with independence. Companies that prioritise online inclusion expand their customer base, create positive customer experiences, enhance brand loyalty, and establish a reputation for social responsibility. We caught up with our partners to discuss how they are developing their customer services with digital inclusion techniques.
What is Digital Inclusion?
Digital inclusion refers to the practice of making digital tools, websites, and customer service options accessible to all users. This includes individuals with disabilities, older adults, those with limited technology access, and non-native language speakers. Accessible design features like screen reader compatibility, simplified navigation, and multilingual support empower a broader audience to engage with digital platforms effortlessly.
As awareness grows, digital inclusivity is becoming essential—not just for legal compliance but also as a powerful way to deliver exceptional customer service that benefits businesses and customers alike.
Reducing Support Bottlenecks
High festive traffic often strains customer service teams. Digital inclusion alleviates this by enabling self-sufficient user journeys. When websites, apps, and customer service tools are accessible and intuitive, customers are empowered to navigate services independently, reducing the frequency of enquiries that can clog support channels.
For example, a visually impaired customer who can navigate a website smoothly using a screen reader won’t need to contact support for help with navigation. This reduced dependence allows a customer service team to focus on handling more complex or urgent customer requests. As a result, your customer service process becomes more efficient.
Sales and Ticketing Director, Paul Oxley at Delfont Mackintosh Theatres told us how implementing the Recite Me toolbar has supported them and their customer service enquiries. “After looking at options to improve the accessibility of our website, we found Recite Me to be the best at offering a full service to enable all our patrons to buy tickets and find information effectively.
“This has resulted in a significant drop in enquiries to our customer service team as ALL patrons can now easily use our website and all of its functionality.”
Improving Customer Satisfaction and Loyalty
From sign language performances to ramp-accessible venues, physical inclusivity is expanding but digital platforms must follow suit. Inclusive online experiences create seamless customer journeys, strengthening brand connections.
In the UK alone, individuals with accessibility needs wield a spending power of £24.8 billion, yet 86% would spend more if fewer barriers existed (Click Away Pound). By addressing these gaps, businesses can boost engagement and drive repeat visits.
By providing an inclusive digital experience businesses can get everyone involved in festive fun, building stronger connections with audiences, and boosting repeat visits and word-of-mouth referrals.
According to Ninetailed, 44% of consumers are more likely to become repeat customers after a personalised experience, while 71% get frustrated with impersonal interactions.
Head of Sales and Marketing at Polka Theatre, Sara Greenwood, said, “The Recite Me toolbar enables our website viewers to personalise their online journey to their own needs. They can explore the website and all it has to offer instead of having to get in touch with the Box Office.”
“Although our Box Office team are always happy to assist with any enquiries, Recite Me allows customers more freedom to explore and discover what is of interest to them with greater independence.”
Give the Gift of Inclusion
This festive season, let’s prioritise digital inclusion to spread joy and connection. By investing in accessibility, companies aren’t just ticking boxes, they’re creating experiences that resonate long after the holidays.
Make this festive season one to remember with the gift of digital inclusion.
