How to Create an Accessible Phone Experience for Customers

For many customers, the phone is the easiest or only way to reach a business. But phone systems and calls don't always work equally well for everyone. Customers who are deaf or have hearing loss, people with speech differences, those with cognitive or learning disabilities, older customers, and people who don't speak the main language fluently can all face barriers.

Creating an accessible phone experience means removing those barriers, so every customer can get the help they need. This guide explains practical steps businesses can take.

Why Accessibility Matters

It's fair. Every customer deserves equal access to help and services.

It's good business. A significant share of people have some form of disability, and many more have temporary or age-related needs. Accessible service reaches more customers and builds loyalty.

It's often required. Laws in many countries require businesses to make their services accessible. In the United States, the Americans with Disabilities Act (ADA) requires many businesses to provide effective communication with customers who have disabilities. In the United Kingdom, the Equality Act 2010 requires service providers to make reasonable adjustments so disabled people can access their services, and to anticipate the needs of disabled customers rather than waiting to be asked.

It benefits everyone. Clear menus, patient staff, and multiple contact options make the experience better for all customers.

Who Benefits From an Accessible Phone Experience?

• People who are deaf or have hearing loss.
• People with speech differences, such as stammers or conditions affecting speech.
• People with cognitive or learning disabilities.
• People with memory difficulties, including some older customers.
• Blind or partially sighted people, who may need information in accessible formats after calls.
• Neurodivergent people, who may prefer clear, structured communication.
• People with mental health conditions, for whom calls can be stressful.
• People who speak the main language as a second language.
• Anyone in a stressful or difficult situation.

Designing Accessible Phone Menus

Automated phone menus can be a major barrier if poorly designed.

• Keep menus short, with a few clear options per level.
• Use plain language, avoiding jargon.
• Speak slowly and clearly in recorded messages.
• Allow enough time for callers to respond.
• Offer options to repeat the menu.
• Provide an easy route to a person, such as pressing 0.
• Offer both keypad and speech options, since some people find one easier than the other.
• Avoid timeouts that disconnect callers who need more time.

If speech recognition is used, make sure there's always an alternative for callers whose speech isn't recognized well.

Supporting Customers Who Are Deaf or Have Hearing Loss

Relay services

Many countries offer relay services that help people who are deaf, hard of hearing, or have speech differences communicate by phone.

In the United States, Telecommunications Relay Services (TRS) are available nationwide, and callers can reach relay services by dialing 711. Video Relay Service (VRS) allows people who use American Sign Language to communicate through a sign language interpreter by video. Captioned telephone services display captions of what the other person says.

In the United Kingdom, Relay UK allows text-to-speech and speech-to-text calls, and callers can use it through an app or by dialing 18001 before a number from a textphone. Video relay services are also available for British Sign Language users.

Staff should be trained to recognize relay calls, which may begin with an operator or have pauses while messages are relayed, and to treat them as normal calls rather than hanging up.

Alternative channels

Offer ways to contact the business without voice calls, such as text messaging, live chat, email, or video calls with sign language support where available.

Speaking clearly

For customers with hearing loss, staff should speak clearly, at a steady pace, and avoid shouting, which can distort sound. Using a good headset and reducing background noise also helps.

Supporting Customers With Speech Differences

• Allow plenty of time for customers to speak.
• Don't interrupt or finish their sentences.
• Don't pretend to understand. Politely ask them to repeat or rephrase if needed.
• Confirm understanding by summarizing what they've said.
• Offer alternative channels if the customer prefers.

Supporting Customers With Cognitive Disabilities or Memory Difficulties

• Use simple, clear language.
• Give one piece of information at a time.
• Check understanding regularly.
• Repeat key information if needed.
• Offer to send a written summary after the call.
• Be patient and avoid rushing.
• Allow trusted third parties to help, with the customer's consent and in line with your policies.

Supporting Blind or Partially Sighted Customers

• Describe any documents or information clearly during calls.
• Offer follow-up information in accessible formats, such as large print, braille, audio, or accessible digital documents.
• Make sure websites and apps referred to during calls are accessible.

Supporting Customers Who Speak Other Languages

• Offer interpretation services, either through multilingual staff or professional interpreters.
• Speak clearly and simply, avoiding idioms and slang.
• Confirm understanding of important information.
• Offer written follow-ups, which may be easier to translate.

Training Staff

Accessible service depends heavily on staff. Training should cover:

• How to recognize and handle relay calls.
• Communication techniques for different needs.
• Patience and respect, treating every customer as capable.
• Asking, not assuming, what support a customer needs: "Is there anything that would make this call easier for you?"
• Available adjustments and alternative channels.
• Recording customer preferences, with their consent, so they don't have to explain their needs every time.

Flexible Options

• Callbacks, so customers don't have to wait on hold.
• Scheduled appointments for calls, giving customers time to prepare.
• Extra time on calls where needed.
• Choice of channel, such as phone, text, chat, email, or video.
• Written confirmations of what was discussed.

Accessibility and AI

AI voice agents and automated systems can help, for example by offering services at any time or providing transcripts. But they can also create barriers, such as speech recognition that struggles with certain voices, or systems that don't allow enough time to respond. When using AI, businesses should test it with a wide range of users, provide alternatives, and always offer a clear route to a person.

Listening to Customers

The best way to understand accessibility needs is to ask. Gather feedback from customers with disabilities, test phone systems with diverse users, and review complaints for accessibility issues. Disability organizations can also offer valuable guidance.

Service That Works for Everyone

An accessible phone experience isn't a special service for a few customers. It's good service designed to work for everyone. By keeping menus simple, supporting relay services, offering alternative channels, training staff to communicate flexibly, and listening to customers' needs, businesses can make sure that every customer who picks up the phone can get the help they need.

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