As a small business, those final booking steps are crucial to turning a good impression into a fantastic experience.
Any hiccups at this stage in the customer journey can lose you a customer. Confusing forms, clunky online systems or inability to indicate accessibility requirements can lose customers in a click.
Did your marketing and website boast about accessible features? Ensure your booking process mentions disability-friendly options or other accessibility features. This builds trust with potential customers.
Great small businesses know the customer experience starts before the engagement event itself. Provide clear directions, parking information, and accessibility details (like accessible restrooms- e.g. whether the restroom is LH or RH transfer) prior to the experience. This extra care shows customers with disability that you’re prepared.
For small businesses, turning website visitors into happy customers requires a smooth and inclusive purchase process. Whether someone books online or in person, any confusion or barriers can derail a sale. But the experience doesn’t end with the confirmation email!
Proactive communication and a focus on accessibility both before and after purchase demonstrate to people with disability that you truly care about creating a positive experience for everyone.
Online booking accessibility: if you use a booking system, ensure it’s WCAG compliant. Key areas include keyboard navigation, clear form instructions, and compatibility with screen readers.
Example: a wheelchair user books a rainforest tour. The booking form offers a clear field to indicate mobility requirements and an option to request an accessible pathway guide.
Direct contact options: If unable to provide a streamlined purchasing process via an online form, provide multiple contact methods (phone, email, contact form) prominently on your website. If needed, your staff should be trained to ask respectful questions to best understand the customer’s access needs.
Example: A customer with low vision calls to book a hotel room. After they chat with one of your team members about their needs, they’re offered the option of a room with larger print signage and a bathroom with grab bars without unnecessary probing.
Proactive outreach: consider sending a pre-arrival email or building a phone-based check-in into your sales process, for those who indicated accessibility needs when booking. This allows you to refine arrangements or address any questions they may have.
Example: A couple, one of whom is deaf, receives an email before their snorkelling trip. It confirms interpreter arrangements and offers options for visual cues during the safety briefing.
Clear arrival Information: provide detailed directions, parking details, and highlight accessible entrances on your website or in confirmation materials.
Example: Park maps for a walking tour clearly mark the locations of accessible parking, quality footpaths, accessible restrooms and rest areas.
Continued openness: reassure customers that they can contact you with questions or changing needs right up until their experience. This promotes a welcoming and flexible vibe.
Important note: every disability and individual’s needs are different. Being prepared to personalise and adapt is a key hallmark of a truly inclusive product or service.
Having access to Companions Cards through ticketing and purchasing processes make all the difference. The fact that Companion Cards are even mentioned tells me the venue will likely cater to my family’s needs.
Alyce, person supporting family member with a disability
In summary, for people with disability to have a positive experience with your small business during the purchasing phase, your sales process should meet their needs.
