Every day, customers encounter barriers when accessing services, whether it is an online form they cannot complete, a branch that is not fully accessible, or support channels that do not meet their needs.
For businesses in banking, healthcare, telecoms, and public services, these moments are more than a minor inconvenience; they are missed opportunities to build loyalty and trust.
Organizations that do not prioritize inclusivity risk losing customers and falling behind competitors who make accessibility an essential part of their service strategy.
Creating an inclusive customer experience means ensuring every interaction is welcoming and accessible, regardless of ability, language, culture, or background.
In this article, we share practical tips for creating an inclusive customer experience, highlight key accessibility standards such as ADA and WCAG, and showcase brands that are successfully leading the way.
What is an Inclusive Customer Experience?
An inclusive customer experience ensures accessibility, diversity, and equity across every interaction. Whether online, in person, or through self-service channels, the goal is to make each touchpoint welcoming, understandable, and usable for all customers.
Take the example of a busy healthcare clinic. Patients who speak a second language may struggle when information is presented in only one language, leading to delays and frustration.
Clinics that provide kiosks with multilingual options and clear signage make it easier for patients to navigate processes independently, creating a smoother and more respectful experience. These adjustments not only reduce barriers but also strengthen trust and loyalty.
Inclusive customer experience also aligns with established standards and frameworks. The Americans with Disabilities Act (ADA) and the Web Content Accessibility Guidelines (WCAG) outline requirements for accessible digital and physical services.
Microsoft’s Inclusive Design principles add another layer, encouraging businesses to design with diverse users in mind from the very beginning.
By applying these frameworks, companies ensure accessibility is not treated as a checklist task but as an essential part of creating genuinely inclusive customer experiences.
Why Inclusivity Matters in Customer Experience
Inclusivity is not just about meeting regulations; it is a strategic advantage. Companies that design experiences with accessibility in mind build stronger customer connections, deliver a more personalized experience, and are more likely to benefit from advocacy.
Exclusion, on the other hand, drives customers toward competitors. When services are difficult to access or use, organizations risk alienating entire segments of their audience.
Inclusivity also strengthens brand reputation. Adhering to frameworks such as ADA, WCAG, or regional data protection regulations shows a commitment to fairness and transparency.
It also supports Environmental, Social, and Governance (ESG) goals, making brands more appealing to socially conscious investors and partners.
Callout:
75% of consumers say that a brand’s diversity and inclusion reputation influences their purchase decisions — Kantar, 2024
Practical Tips for Creating an Inclusive Customer Experience
Creating an inclusive customer experience requires thoughtful design, trained staff, and technology that addresses the needs of all users.
According to Deloitte, customer-centric companies are 60% more profitable compared to those that are not customer-focused. This highlights the importance of inclusivity for achieving business success.
1. Ensure Accessibility Across All Touchpoints
Customers interact with businesses through websites, apps, and physical locations. Therefore, making each touchpoint accessible is essential for a positive experience.
Websites should follow WCAG guidelines and be compatible with screen readers. Videos should include closed captions for hearing-impaired users.
In physical locations, self-service kiosks with audio support, adjustable screens, and clear signage can remove barriers and make services easier to use.
One example comes from the University of Wolverhampton in the UK, which faced long queues and challenges in managing student services.
To address these issues, the university partnered with Wavetec, which deployed M-13 kiosks as part of a Virtual Queuing System integrated with WhatsApp queuing and real-time analytics.
This way, the students could manage their place in line independently, reducing congestion and creating a less stressful experience, including for those with disabilities. This shows how accessible kiosks can improve both service efficiency and inclusivity.
2. Provide Multilingual and Cross-Cultural Support
Language barriers can reduce both customer satisfaction and operational efficiency. Digital channels such as chat platforms can integrate translation features, while physical locations benefit from multilingual kiosks and clear signage.
In the Asia-Pacific region, for example, many banks provide forms and instructions in both English and local languages, allowing customers to navigate services independently.
By embedding multilingual support into both digital and in-person services, organizations create equitable customer experiences that feel inclusive and seamless.
3. Design with Universal Principles
Simple design choices can significantly improve accessibility. Straightforward navigation, high-contrast displays, and plain language enhance usability for seniors, people with visual impairments, and non-native speakers.
Queue systems with large-text options allow older users to engage with services independently, showing how universal design principles make interactions more inclusive in both digital and physical settings.
4. Train Staff in Inclusive Interactions
Staff are often the first point of contact and influence inclusivity. Training employees in cultural sensitivity, avoiding bias, and accommodating differently-abled customers ensures staff act as CX hosts rather than just operators.
When combined with accessible kiosks and digital tools, trained staff create a welcoming environment for all customers.
5. Incorporate Assistive Technologies
Assistive technologies enhance accessibility for all users. Features such as text-to-speech, real-time translation, and adaptive kiosks provide support for customers with diverse needs.
For instance, the Minnesota Department of Employment and Economic Development (DEED) offers a Resource Center where individuals can access workstations equipped with low vision, blindness, and DeafBlind technologies.
Staff are available to provide basic instruction and troubleshooting, ensuring users can effectively use assistive technologies.
Case Studies — Brands Leading in Inclusive CX
Several organizations across industries are setting benchmarks in creating inclusive customer experiences. Their initiatives show how accessibility and inclusivity can strengthen loyalty, improve usability, and expand access for diverse communities.
Microsoft — Designing for Everyone
Microsoft has long championed inclusive design, embedding accessibility features into products like Windows and Office.
Features such as screen readers, immersive readers, and real-time captioning make the software usable for individuals with vision, hearing, or learning differences. This approach shows how designing with diverse users in mind benefits all customers.
Apple — Building Accessibility into Hardware and Software
Apple has embedded accessibility into its products, ensuring usability for diverse needs. In 2022, it introduced features like Door Detection, which helps low-vision users locate entrances, and Live Captions, making FaceTime and other audio content accessible for individuals with hearing impairments.
The company also rolled out Apple Watch Mirroring, allowing people with motor disabilities to control the watch via iPhone using voice, head tracking, or switches.
These updates show how accessibility can be integrated into core design, offering businesses a model for creating inclusive, user-first experiences.
Barclays — Talking ATMs and High-Visibility Cards in the UK
Barclays responded to the “Make Money Talk” campaign (led by RNIB) by equipping thousands of its ATMs across the UK with audio capability.
Customers who are blind or partially sighted can plug in headphones and hear voice instructions when using a Barclays ATM. They also issue high-visibility cards to help visually impaired customers use chip-and-PIN devices more easily.
Emirates Airline — Inclusive Passenger Journeys
Emirates partnered with Wavetec to deploy customer flow solutions across 71 stations worldwide, integrating smart LCD touch-screen kiosks, queue management systems, and digital signage.
The kiosks offer more than 20 service categories, and passengers can select their preferred language at the start of the process. If, for instance, a traveler chooses Spanish, the system automatically routes them to staff fluent in that language.
This multilingual feature ensures passengers receive support in a way that feels comfortable and accessible, helping Emirates deliver a more inclusive experience for its diverse global customer base.
Tools and Technologies That Enable Inclusive CX
Delivering inclusive customer experiences requires the right mix of digital and physical tools. When thoughtfully applied, these technologies remove barriers, make interactions smoother, and ensure every customer feels supported.
1. Digital Accessibility Tools
Software like JAWS and NVDA screen readers, or mobile features such as voice navigation, empower individuals with vision or mobility challenges to access digital content independently.
For example, students using screen readers to navigate online learning portals can follow instructions clearly and participate in courses without needing additional support.
2. CX Platforms
Platforms such as Zendesk, Salesforce, and HubSpot are extending inclusivity with translation plugins and sentiment analysis features.
This means a customer submitting a service request in Spanish can receive support in their own language without delay.
3. Physical Experience Tools
Accessibility in physical spaces often depends on how well kiosks, queue systems, and signage are designed. Wavetec has enabled organizations to bring inclusivity into practice through adaptive kiosks, clear signage, and multilingual interfaces.
For example, Telenor Pakistan deployed Wavetec’s self-service kiosks with a multilingual property that allowed customers to select their preferred language.
This helped reduce wait times, automate services like SIM dispensing and balance top-ups, and improve accessibility for users who felt more comfortable interacting in their native language.
This type of inclusive service design shows how practical solutions can make physical spaces more equitable and efficient.
Tool Mapping Table
| Tool Category | Inclusivity Feature | Benefit |
|---|---|---|
| Digital Accessibility Tools | Screen readers, real-time captioning | Supports users with visual or hearing needs |
| CX Platforms | Multilingual support, translation plugins | Removes language barriers for global audiences |
| Physical Experience Tools | Multilingual kiosks, universal signage | Empowers customers to navigate services independently |
Compliance and Standards You Need to Know
Accessibility is not just about improving customer experience. In many sectors, it is a legal requirement. Failing to meet these standards can expose businesses to fines, lawsuits, or reputational damage.
The Americans with Disabilities Act (ADA) in the US requires both physical and digital services to be accessible, covering everything from ramps in public spaces to websites that work with screen readers.
WCAG 2.1 provides detailed guidance for making online content usable for people with visual, hearing, or cognitive disabilities. ISO 9241 focuses on ergonomics in human-system interaction, ensuring kiosks, ATMs, and digital touchpoints are designed for intuitive and safe use.
Regional regulations add to this framework. The EU’s GDPR and Singapore’s PDPA set rules for customer data handling, while governments in APAC and GCC have introduced accessibility mandates for banks, healthcare providers, and service centers.
Compliance serves not only as a regulatory safeguard but also as a way to maintain customer trust.
Compliance Checklist for Inclusive CX
| Standard | Requirement | Example in CX |
|---|---|---|
| ADA (US) | Equal access to physical and digital services | Hospitals with kiosks offering adjustable screens and audio prompts |
| WCAG 2.1 | Digital content must be perceivable, operable, and understandable | Banking apps that support screen readers and video captions |
| ISO 9241 | Ergonomic and user-centered design for human-system interaction | Queue systems with large-text options and simplified navigation |
| GDPR (EU) | Protection of customer data privacy | Secure digital check-in systems in clinics with encrypted records |
| PDPA (Singapore) | Consent and protection of customer information | Telecom providers offering clear multilingual consent forms |
| GCC Accessibility Mandates | Accessible services in public and financial institutions | Government centers with kiosks that include braille keypads and voice assistance |
Measuring the Impact of Inclusive CX
Measuring the success of inclusive customer experience requires more than anecdotal feedback. Organizations need to track how accessibility and inclusivity influence the overall journey.
Key indicators include Customer Satisfaction (CSAT), Net Promoter Score (NPS), adoption of accessibility features such as multilingual or assistive tools, and a reduction in complaints from groups previously excluded.
Research from McKinsey shows that customer satisfaction is 73% more likely when the entire journey works well compared to when only individual touchpoints do. This shows that inclusivity should be evaluated across the end-to-end journey, not just in isolated channels.
By consistently tracking these KPIs, organizations can measure customer experience in a way that connects inclusivity initiatives to clear business impact.
Frequently Asked Questions
What does an inclusive customer experience mean?
Inclusive customer experience means designing services so that everyone, regardless of ability, language, or background, can access and use them easily. It covers digital, physical, and human interactions to ensure no customer is left behind.
Why is inclusivity important in CX?
Inclusivity builds trust, prevents customer drop-off, and strengthens brand loyalty. It also ensures compliance with global accessibility standards and reduces reputational risks.
How do you make digital customer experiences accessible?
Digital accessibility involves following standards like WCAG 2.1, adding features such as closed captions, screen reader compatibility, and multilingual support. These practices remove barriers for users with different abilities and language needs.
What role does cultural sensitivity play in CX?
Cultural sensitivity ensures customers feel respected and understood. By offering multilingual services, adapting to local customs, and training staff in cultural awareness, businesses create welcoming experiences that resonate across diverse markets.
Which brands lead in inclusive CX?
Several global brands are recognized for an inclusive customer experience. Microsoft and Apple embed accessibility into their products, Barclays equips ATMs with audio guidance, Starbucks offers braille and large-print menus, and Marriott International provides accessible booking tools and hotel services.
These examples show how different industries are adopting inclusive practices to serve diverse customers better.
How can self-service kiosks and queue systems support inclusivity?
Self-service kiosks with adjustable screens, audio guidance, and multilingual options allow customers to complete tasks independently. When combined with queue systems, they reduce stress and wait times, especially for seniors, non-native speakers, and people with disabilities.
Conclusion
An inclusive customer experience combines accessibility, diversity, and equity across every touchpoint. It is no longer just about meeting regulations but about building loyalty and trust with every interaction.
Businesses that adopt best practices for inclusive CX strengthen their reputation, reduce compliance risks, and create long-term value for both customers and stakeholders.
From accessible self-service kiosks and multilingual queue systems to digital signage that supports people with visual or hearing needs, technology now makes inclusion both practical and scalable.
As enterprises in banking, healthcare, retail, and public services modernize their operations, Wavetec stands out as a trusted partner, enabling organizations to deliver experiences that are fair, efficient, and welcoming to all.
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