High street stores miss out on deaf pound

High street chain stores could be losing out on millions of pounds worth of business by making it impossible for deaf and hard of hearing customers to check availability of stock over the phone.

Staff at the national telephone relay service RNID typetalk, have been swamped with calls from irate customers complaining that they are unable to call many big name stores to ask about goods and services. RNID typetalk is a telephone relay service that allows people with communication difficulties to use the telephone.

Users type text on a keyboard while a Typetalk Relay Assistant relays the call to a hearing person. But it seems that many people in the retail industry have no idea how to use the service despite Typetalk offering free training to anyone who needs it.

Typetalk director, Lorna Stephenson, said: "This is a growing concern as we have been inundated with calls from customers who are unable to check store opening times or whether a particular item of clothing or model of appliance is in stock. Some retailers are even refusing to take Typetalk calls or simply do not understand how it works."

"We are calling on retailers to understand their legal and public responsibilities to enhance their service to those with communication difficulties."

"With an estimated 9 million people in the UK who have hearing difficulties it makes commercial/financial sense that businesses are able to handle and access calls from anyone who suffers with hearing problems."

Typetalk revealed that in a recent short survey of large high street shops, John Lewis was the most helpful retailer when it came to providing services for textphone users and knowledge of the Typetalk service.

Barry Matheson, Head of Selling Development at John Lewis, said: "To be recognised in this way is a wonderful testament to the efforts of our Partners who work hard to provide the best possible service to all of our customers. At John Lewis, we have made significant changes to our call centre operations to improve access for deaf or hearing impaired people."

While most companies have made changes such as improving access to buildings and providing large type and Braille literature, a large number are still failing to make adequate provision for deaf and hard of hearing people who rely on the use of textphones for access to phone based services.

For example, most retail websites require users to input their telephone details before allowing a transaction to be completed.

But it seems a large proportion do not realise deaf telephone users use a five digit prefix to access Typetalk and often do not have space to include it.

RNID Typetalk is encouraging anyone who has encountered similar difficulties to let them know so they can contact the retailer direct and offer free training to call centre staff.

The number to contact is voice phone 0800 7311 888, textphone 18001 0800 500 888 or email helpline@rnid-typetalk.org.uk.