Serving Customers with Disabilities:

1. ADA Trainer Network Module 4b Serving Customers with Disabilities: 10 Reasons for Reaching Out & Expanding Your Market Trainer’s Name Trainer’s Title Phone Number Email/Web Address

2. Disclaimer Information, materials, and/or technical assistance are intended solely as informal guidance, and are neither a determination of your legal rights or responsibilities under the ADA, nor binding on any agency with enforcement responsibility under the ADA. The Mid-Atlantic ADA Center is authorized by the National Institute on Disability and Rehabilitation Research (NIDRR) to provide information, materials, and technical assistance to individuals and entities that are covered by the ADA. The contents of this document were developed under a grant from the Department of Education, NIDRR grant number H133 A110020. However, those contents do not necessarily represent the policy of the Department of Education, and you should not assume endorsement by the Federal Government.

3. It’s about business… Reason #1 Can you afford to turn away about one-fifth of your current and potential customer base?

4. Consider this… • 54.4 million people in the U.S. have a disability, that’s about 20% of the population • How many potential customers might not be visiting your business or purchasing your goods or services? • Brault, 2008

5. It’s about business… Reason #2 This number could even be greater for your customers

6. Consider this… • Baby boomers make up 35% of the population • They have 77% of the financial assets • They have 57% of the discretionary income AARP, 2002

7. It’s about business… Reason #3 And, this number is likely to increase in the next decade

8. Consider this… Two simple, but very clear trends: • There will be more people with disabilities in the years to come • People with disabilities will represent an increasingly greater portion of your customer base

9. Consider this… • In 2006, the population of people over age 65 was 37.3 million — this represents a 10% increase since 1996 • There will be a projected 36% increase in the number of Americans age 65 and older, from 2010 to 2020. U.S. Administration on Aging, 2011

10. Consider this… According to a major study conducted by the Travel Industry of America, 21 million Americans with disabilities traveled in the years 2004 and 2005 alone, nearly double from one decade before According to a study conducted by the Harris Interactive Poll and the Open Doors Organization, the number of leisure trips and hotel stays made by people with disabilities rose 50% just between 2002 and 2005 Hospitalitynet.org (2005)

11. It’s about business… Reason #4 If you are not welcoming and accessible to customers with disabilities, you are not welcoming to their families/ friends either

12. People with disabilities are not using your business/agency by themselves • 20 million families have a member with a disability • About 30% of your potential customers will be using your business WITH someone who has a disability • You will not only lose the business of people with disabilities, you will also lose the business of anyone with them • Wang, 2005; Harris Interactive, 2005

13. It’s about business… Reason #5 Word is getting around… These customers are getting more savvy—they are more likely than ever to research businesses/agencies for their disability-friendliness

14. Consider this… Are you disability-friendly? Word is getting around! • People with disabilities are more likely to use the internet to identify disability-friendly businesses/agencies • Many websites and blogs are devoted to describing customer experiences for people with disabilities at specific businesses/agencies The Verde Group, 2006

15. It’s not just the right thing to do… Reason #6 Customers with disabilities are more likely than other customers to be loyal to those businesses where they had a good experience

16. Consider this… The Customer Loyalty Dividend • A study sponsored by the European Union found that tourists with disabilities were far more likely to return to businesses where they had a good experience. And . . . the converse is also true. Enterprise and Industry, 2004

17. It’s not just the right thing to do… Reason #7 People with disabilities have significant spending power

18. Travel and People with Disabilities • Have $220 billion in discretionary spending power • Spend $13.6 billion on 31.7 million trips each year • The number of leisure trips and hotel stays has increased by 50% since 2002 • 71% eat in restaurants at least once per week Harris Interactive, 2004 & 2005

19. It’s not just the right thing to do… Reason #8 Making your agency/business welcoming and accessible to people with disabilities makes it better for everyone else too!

20. Consider this… • The idea of “universal design” or “universal access” • Changes you make for accessibility also make your business more accessible to everyone: • Parents with strollers • Shoppers with heavy bags • Exhausted customers • The customer who just broke her ankle • AND everyone in the future who will have a disability

21. It’s not just the right thing to do… Reason #9 Whether or not you are considering the market advantages of welcoming customers with disabilities, YOUR COMPETITORS ARE!

22. It’s not just the right thing to do… Reason #10 And finally, being accessible is probably not as costly or complicated as you may think.

23. Many businesses have increased their market share significantly by enhancing accessibility • Fuddruckers Restaurants made simple changes: • Braille and large print menus available • Customer service training • Larger pathways between tables • Avis created AvisAccess: • Offers a range of services to customers with disabilities • Now they corner the market

24. In Summary… Being prepared to serve customers with a variety of disabilities is a more than a “good thing to do.” It’s about enabling all customers and potential customers to take advantage of the goods and services you offer. It’s good business.