The basement floor of the UK’s new largest outlet for mobile phone provider O2, which opened this autumn on London’s Tottenham Court Road, is a chic modern space echoing the metal and glass technology wonderlands pioneered by Apple.
The “workshop” area with Wi-Fi, sofas and meeting booths, staffed at the entrance by a “concierge”, feels a long way from a traditional cramped high street mobile shop.
The clear, large lettering of the shop’s signs are a hint that something else is different: the store is attempting to integrate support for disabled customers including deaf people and blind people into its mainstream service. Staff have received awareness training from the Royal National Institute of Blind People (RNIB) and sign language agency Positive Signs.
Asad Hamir, one of the store’s directors, is a qualified optician, with direct experience of the poor level of service that people with impaired vision receive on the high street. He has been quoted as saying he would like to create the sort of environment to which opticians would feel comfortable sending their low vision patients, and this is clearly part of the motivation behind the store’s attempts to offer the best advice on the benefits that mobile devices can provide for people with sensory impairment.
It’s not just a moral stand: the directors also see inclusion as a business opportunity. “If a section of the population is not being catered for or looked after, it’s definitely a market”, says Andrew Levey, the store’s marketing manager.
Perhaps the most powerful advocate for the store’s approach is a member of its staff, Abigail Gorman. Deaf and fluent in BSL, Gorman is one of the shop’s three O2 “gurus” working through bookable appointments to offer specialist advice to both hearing and deaf customers.
One of the only people in the world currently working in an integrated high street role of this kind, she works with a sign language interpreter funded from the government’s Access to Work scheme.
Speaking to E-Access Bulletin with the help of her interpreter in a bright corner of the “workshop”, having just finished advising a hearing customer, Gorman said her work background did not have anything to do with mobiles. But thanks to text messaging and internet access they are an indispensible part of modern life for deaf people as for everyone else, and she had first-hand experience of the barriers that can be thrown up on the high street when she went with her mother – who is also deaf – visited one shop with a sign language interpreter.
“When we arrived, they said have you called customer services? If not, then we can’t help”, Gorman says. “What can you do? Deaf people can’t call customer services.”
So when she saw the job advertised she jumped at the chance, and with the selection process supported for O2 by Positive Signs, successfully won through a large number of candidates to become O2’s first deaf guru.
If a deaf person comes into the store or books an appointment with her, she says she tries to show there are ways to solve the inevitable problems and issues that they face in communicating using mainstream devices.
“It’s about problem sharing, making it normalised.”
The main ways deaf people use mobiles is for text messaging and video calls, and with more and more phones carrying a front-facing camera and the rise of apps allowing free international communication over the web, there are a wide range of solutions, Gorman says.
For Apple users, one of the most important features for deaf people is the video utility FaceTime; BlackBerry offers the BBM instant messaging app; and other multi-platform video, voice and chat clients include Skype, Tango and ooVoo.
One issue for deaf users is that tariffs are based around voice calls, which they cannot use, she says: “At the moment, you have to pay for inclusive minutes. So though deaf people only benefit from internet and texts, we pay for calls as well.” The tariff she tends to recommend is 100 mins, 500 free texts and internet access, though a deaf person would use an internet app for text in any case.
Another minor irritation for a deaf user is voicemail, Gorman says. “A message comes up and says you have voicemail – but you have to call it to delete them. I have 52, because I never get round get round to asking someone to delete them for me!”
Gorman is the first deaf guru, but she says she hopes the concept will take off at other shops to allow proper research and trials to be run into how disabled customers can be served even better.
Since the store’s opening, use by disabled people has started slowly but a marketing campaign involving word of mouth, press campaigns, promotion through charities and disability networks such as deaf clubs around London is underway to spread the word and try to prove the concept makes good business sense.
Plans are in hand to expand advice and services for people with motor and learning difficulties, and the RNIB plans to hold events at the workshop looking at the accessibility of mobiles. The disability community will be hoping that this is the future of high street retail.
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