A quality customer experience is vital to long-term business viability. But probe a little deeper to ask: “Which aspect of customer interactions gets the short shrift?” and you may see some head-scratching.
That’s because the oft-overlooked component is on the stealth side — unseen, quiet, and nestled under the blanket of accessibility. And accessibility itself is broader than many realize; it’s not just about physical disability but also about situational, cognitive, and technological barriers that impact how any customer interprets information.
Have you ever considered the root cause of poor CX lies not in what was said or not said but in what was actually interpreted?
Hidden communication barriers frustrate customers and cost businesses on many levels. By making accessibility and interpretation a priority, companies can ensure every customer feels valued, heard — and understood — from the first touch to the final sale.
The unseen impact of accessibility
When self-assessing CX, most businesses focus on tangible metrics like customer feedback and satisfaction scores. And rightly so. What’s more compelling than meaty metrics you can sink your teeth into? Who doesn’t want to flaunt a nifty NPS that outshines your competitors’ scores?
That’s all good but it misses the silent impact of accessibility failures. You don’t have one target customer. You have many target customers, each with unique, nuanced, and unexpressed needs. Sometimes these needs complicate communications and muddy interpretation.
Think of a member navigating a health insurance call. An associate clearly states the policy details, but the member is unfamiliar with specialized jargon like “deductible,” “EOB,” or “coinsurance.” Lacking this specific domain knowledge, the member incorrectly interprets their financial responsibility, leading to a surprise bill and a complete loss of trust in the provider.
Consider the emotional factors. A customer calling to discuss a sensitive financial hardship is under significant stress. This anxiety acts as a cognitive barrier, causing them to misinterpret the solutions being offered, even when the associate is being helpful. The message sent is not the message received.
These are not edge cases; they are everyday failures of interpretation caused by accessibility gaps in language proficiency, emotional states, and domain knowledge. They create friction and frustration, pushing customers to walk away in silence.
There is no industry untouched by accessibility challenges, but the stakes are especially high in healthcare. A foundational 2003 study in the journal Pediatrics found that language interpretation errors occur in up to 63% of interactions in a medical setting, and up to 20% of these have potential clinical consequences. While more recent broad-based data is scarce, the underlying issue of clinical risk from misinterpretation persists.
Investing in solutions to enhance accessibility and interpretation turns these negative experiences into positive ones, making customers feel heard and fostering long-term loyalty.
The impact on at-risk customers
The challenges are especially acute for elderly users, a loyal customer base often facing daunting digital interfaces. For this group, complex interfaces aren't just daunting; they directly lead to errors of interpretation. A confusing website or mobile app design layout can cause a user to misinterpret their account balance or accidentally approve a transaction they didn’t intend to authorize, causing them to lose trust. This is amplified by demographic trends, with hearing loss rates are projected to double by 2060, according to Johns Hopkins Medicine research.
Partnering with a CX expert that prioritizes empathy and accessibility can eliminate the roadblocks that send customers away. CX experts leverage analytics to identify and diagnose these issues and devise solutions to ensure a positive experience for all customers. With the help of analysis and insights, it becomes clear which groups of customers are at-risk, what’s needed to improve accessibility for them, and how best to deploy the most cost-effective solutions to improve interpretation of customer cues.
These customers form a silent majority who don’t complain; they simply walk away, leaving management wondering why.
Empathy in accessible customer experiences
Empathy is crucial. Training associates to understand the unique challenges of all customers —from language barriers to physical or cognitive impairments — provides better, more personalized support and reduces frustration.
But as companies rightly invest more in empathy, a critical business question arises: What is the true return on that investment, especially as AI continues to reshape customer interactions? The answer is more complex than many realize. Well-intended but clumsy efforts can feel insincere, while “empathy overkill” can frustrate a customer who simply wants a fast, efficient resolution.
Navigating this landscape requires a more sophisticated strategy that balances human connection with technological efficiency. To help leaders find that balance, we explored what consumers really think about this topic in our new report: “Is empathy overrated? Rethinking empathy’s ROI in the contact center in the AI age.”
To truly measure and improve accessibility, businesses should integrate accessibility metrics into their CX scorecards. This includes tracking the number of accessibility-related complaints, resolution times, and satisfaction scores from all customers. By evaluating 100% of all interactions, across all channels, companies can identify areas for improvement and keep accessibility a priority.
AI-powered chatbots recognize and respond to the needs of customers with special communications needs, providing real-time assistance.
Multilingual services
To break down language barriers, CX experts can offer multilingual services. TTEC’s own proprietary solution, ADDI, offers real-time, bi-directional language translations across more than 30 languages.
Prioritizing accessibility isn’t just a moral imperative. It’s a sound business strategy that safeguards long-term viability by improving a company’s ability to communicate effectively and correctly interpret all the intents and signals customers provide.
By addressing hidden barriers and ensuring seamless interactions, companies build a loyal and diverse customer base. Partner with a CX expert that prioritizes accessibility and empathy, and watch your CX soar.
