Gathering Input from Customers with Disabilities

The Importance of Customer Feedback

Understanding what customers want is fundamental to business success. As customers routinely expect more customization of products, personalization of services, and all-around enhancement of their purchasing experiences, businesses need to learn about their preferences, desires, and requirements. Businesses can benefit enormously by listening to customers. Customer innovations in product development, marketing, and customer service methods increase the bottom line. No matter how businesses learn about customer needs -- through focus groups, product usability studies, and customer surveys; mystery shoppers and comment cards; or a successful customer complaint process -- they will satisfy their customers with their attentiveness and impress them with positive responses to suggestions and complaints. Both build customer loyalty.

Expanding Your Market

"People with disabilities are problem solvers. They often encounter unexpected barriers and so must be able to identify solutions to a problem and implement the solution rapidly. It makes sense to invest in customers with disabilities. Their experiences and adaptations to their disabilities represent a set of skills and traits that are extremely valuable in a competitive market."

Paul J. Tobin Executive Director, United Spinal Association