Customers include many Deaf and hard of hearing people: they come to John Lewis for exactly the same reasons as other people: value for money, staff courtesy, quality of product, wide selection of choice and so on. But sometimes shopping can be an unpleasant experience. We have all been in situations where the person on the other side of the desk spoke a different language and was also unhelpful. These eight tips will explain how to avoid the common pitfalls and how to build a good relationship in less than 5 minutes with a Deaf or hard of hearing person.
1. Always remember the deaf customer is already wanting to buy by setting foot in the store.
They want to have a good relationship with you to get what they want. Welcome them and make an effort and they will enjoy the experience – which is what you want!
2. Do look calmly and consistently at the customer – they are there to buy
Avoid looking away as if seeking help as this irritates. Also shouting for help to another colleague will annoy the deaf customer who may well move away quickly – a lost sale!
3. Give a welcoming smile that shows you are ready to communicate and that you are in control yourself
Do not giggle nervously as this offends customers, who will feel exasperated at your discomfort.
4. If there is a problem in understanding the customer
Be clear and state what you need to be able to understand them e.g. say something like: “I can’t hear you so shall we move?”. That gives the deaf customer the chance to decide what to do. Avoid showing signs of irritation if you don’t understand; and don’t say “I can’t hear you”.
5. Don’t look blank when asked for paper and pen as if the customer has asked for something impossible
Just produce the paper and pen quickly – the customer will have good reasons for asking.
6. Say what you have to say clearly and slightly slower than your usual speed, and don’t speak while looking downwards at the same time.
7. If you are having difficulty in making yourself understood, think about looking for a quieter place, or write it down
Think of alternative ways of saying things until the other person understands. An example is “There’s a special offer for the settee for three months” can be changed to “This settee has a special offer. It’s for three months, until January.” Don’t lose control and look panicky, saying nothing if the deaf customer doesn’t understand you.
8. Sometimes a customer will present you with a document and ask you to do something with it
If you are not sure what they have said, do ask what it is they want you to do. Don’t scrutinise the document intently, ignoring the customer – you will alienate them.
9. Do not shout at the customer
It will not help, and you will embarrass the customer in front of other customers. If all spoken communication is difficult, use a pen and paper.
10. Understand that there are different types of deafness so you will get different types of deaf customers
Some can hear on the phone, some cannot. For those that cannot, ensure there is an alternative method of contact should you need to get in touch with the customer? Give an e-mail address, or a fax, or even a mobile number.
In conclusion, remember that these are just tips, and not rules that can be followed, as there is no substitute for real-life practical experience. Do ask your manager about joining a Deaf Awareness workshop to improve your practical skills.
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