accessibility & online customer service delivery
DESCRIPTION
The benefits of accessible websites to the success of online customer service devlivery.TRANSCRIPT
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Accessibility & online customer service delivery
12 September 2006
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Internet age
The Internet has led to substantial cultural transformation
Retail
Banking
Leisure activities
Government services
Social interaction
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Internet access
Internet Access in the UK
29 million adults
64% of the population (86% of these have home access)
UK adults : average 2 hours a day online
12% of homes have broadband access – growing
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And yet…cause for concern
Disability Rights Commission Research
Serious accessibility and usability problems in over 1000 main service websites in the UK
81% of websites tested failed to meet basic (WAI – A) accessibility standards
Over 45% of problems encountered by disabled users of websites would not be detected by the automated test check points
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UK snapshot
10 million registered disabled people in the UK
10 million potential customers
People with disabilities don’t live in a vacuum
Wide sphere of influence
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Accessibility – broadest sense
Blind, visually impaired and colour blind
Impaired mobility
Cognitive disability & / or learning disabilities
English not a first language
Hardware, software, bandwidth limitations
All impact on access
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Limits potential
Inaccessible websites and other forms of electronic information:
Limits universality
Human potential of web based technologies
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Web evolution – phase 1
1st GENERATION – provision(information and services)
eGovernment push : Provision of electronic delivery of priority services
rapid online service provision in line with set targets
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Web evolution – phase 2
2nd GENERATION – refocus
• eService Take-up – service provision and getting people to use them
• Accessibility – maximising access to and reach of services
• Usability – getting people to use online services by making them easy and intuitive to use.
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Disused
After all, what good is provision of services without take-up of services?
• Underused
• Waste of space
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Consequences
If you ignore the potential of accessible websites:
Lose out on potential revenue
Limit your organisation’s effective communication
Miss the opportunity for efficiency savings
Have negative publicity – sector reports
Be at risk of litigation
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Accessibility makes sense
It makes sense…
Ethical Sense – age of corporate social responsibility
Legal Sense - DDA
Economic sense – maximises customer service delivery success
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Experience matters!
Growing realisation
Success of online service delivery & take-up is dependent on user experience.
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Experience matters!
Websites that are:
Unintuitive
Difficult to navigate
Complicated
Unclear
Failure or at least not realising their potential
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e-Accessibility
Movement for change….
Legislation – DDA – legal framework
Government Recognition – 2007 Commission Equality & Human Rights
Awareness – industry participation in conferences
Standards – Launch of PAS 78 – Guide to Good Practice in Commissioning Accessible websites - March 2006
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Awareness and action
Step1 – Awareness
Step 2 - Action
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Hounslow web programme
Ongoing commitment to achieving high standards of accessibility and usability.
Effective:
Communications
Customer service delivery
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Programme phases
Key Phases
Phase 1 – key features provision underpinned by compliant and well formed code
Phase 2 – focus on engagement, inclusion and increased take-up by improving website usability & enhancing the user experience.
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Approach
Centres around:
• Provision of assistive features and technologies
• Effective project management of web development with accessibility/ usability principles built in – including the development of guidance standards
• Training & Awareness
• Ongoing accessibility processes
• Ongoing usability processes
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Assistive features/ technologies
Key assistive features
Compliant code – WAI AA
Speech enabled
Customisation options
Text only
Change contrast
Adjustable text sizes
Printer friendly formats
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Change contrast example
Key assistive features
Compliant code – WAI AA
Speech enabled
Information availability options
Text only
Change contrast
Adjustable text sizes
Printer friendly formats
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Browsealoud example
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Phase 1 features cont’d…
Access keys – enables navigation without a mouse
Interpretive and descriptive tags for images
General assistive features
Various navigational options (main, breadcrumb etc..)
Powerful search engine for information retrieval
File sizes and file types
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Project Management controls
Web Project planning and definition
• Clear technical specifications – including accessibility standards enshrined in:
• Web standards for partner websites
• Internal Web standards
• Web writing style guide and CMS publishing guide
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Training and awareness
• Content author training
• Staff/ Manager briefings
• Distribution of PAS 78 guidance – now free
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Accessibility optimisation
Web Team regular activity:
Accessibility optimisation and code compliance – checking/ fixing
Tools used include:
• Firefox html validator – instant checking
• SiteMorse error reports
• W3c markup validation service
• Others…
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Usability optimisation
Web Team regular activity:
• Optimising website navigation, presentation and layout
• Usability audits and recommendations
• Web performance and usage analysis
• New stuff : eye tracking – eye movement detection
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Phase 2
Engagement, inclusion through usability enhancement
User testing integral to further development process
Engagement Disability Forum participants
Website usability and accessibility ‘health check’ audits
Ongoing refinement and improvement of our website
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Continuous process
Website accessibility and usability requires commitment
Continuous process of development
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Carrots
Accessibility helps achieve a high standard of online customer service provision by:
Improving efficient in service delivery
Increased capability to personalise service delivery
Maximising the reach of web services and information
Improving customer relations through inclusion
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Stick
And if the carrots are not convincing?
then the stick is the DDA.