Reaching Corporate Australia with a Business Case


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Vivienne Conway and Natalie Collins talk through how web accessibility practitioners can encourage Australian businesses to embrace WCAG 2.0 through providing them with a business case.

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  • Through the business case – outline the benefits and dis-advantages of applying resources to web accessibility.Important note: Implementing web accessibility will not be without cost, time and appropriate help and expertise.Requires commitment across the organisation, which can be a large undertaking but there is a precedence in OH&S.Cycle of planning  reporting  feedback Ideally reaching an ‘Optimised’ or ‘Managed’ process according to the Accessibility Maturity Model (Business Disability Forum, Business Taskforce on Accessible Technology, UK).
  • Outback Travel: A tour operator organising tours to the outback. Advertising to over 55’s in the international and domestic market.Australiana Airlines: Low-cost airline carrier flying domestically and into S.E. Asia.Aura Electricity: Electricity company trying to increase the number of people paying bills online.Fantastic Organic: New organic supermarket chain offering the ability for people to shop online and deliver.Conglomerate Media: An online newspaper providing largely audio visual news and current affairs. Conglomerate media is a publicly listed company.Empire Investments: A boutique investment company offering retirees financial advice and investment services.Life-long Learning University: An online university offering undergraduate and post-graduate
  • Reaching Corporate Australia with a Business Case

    1. 1. MEMBERS Reaching Corporate Australia with a Business Case for Website Accessibility 1
    2. 2. Introducing Natalie Collins Vivienne Conway Deputy Chief Executive, Media Access Australia Director, Web Key IT 2
    3. 3. What is a business case? “Business case” refers to an assessment of likely benefits and disadvantages of investing resources to achieve a particular outcome. Conducted by all different industries and service sectors. 3
    4. 4. Aims of the business case • ‘Sell’ the importance of web accessibility to the organisations’ decision makers. • Seek ‘buy-in’ from management. • ‘Build’ web accessibility into plans, reporting and feedback. • Establish a ‘repeatable’ process. 4
    5. 5. Why create a business case? Consider and explore the factors for why a business case is important and feasible • • • • Social Technical Financial Legal and policy Developing a Web Accessibility Business Case for Your Organization. Shawn Lawton Henry and Andrew Arch, eds. Copyright © 2012 W3C® (MIT, ERCIM, Keio). Status: Updated 7 September 2012. 5
    6. 6. Social factors Consider the number and types of people affected. • With and without disability • Older people • Low literacy Digital divide and inclusion issues. • Access to technology • All kinds of technology 6
    7. 7. Social factors – the big Cs Customer service • Improved customer experience Communications • Public relations benefits, corporate social responsibility 7
    8. 8. Technical Factors Technical considerations • • • • Use of appropriate technology Identifying key web technical factors Future proof technologies: responsive design Reduction in website development and maintenance • Reduced load on server and bandwidth 8
    9. 9. Financial Factors Financial Considerations • • • • • • Return on Investment Costs versus cost savings: both now and in future Increased website use: SEO Customer service Procurement of accessible services Competitive advantages 9
    10. 10. Legal and Policy Legal and policy considerations in Australia UN Convention on Human Rights Disability Discrimination Act National Transition Strategy (Government) • Identify the legal requirements and policy obligations • What to do when addressing multiple standards? • Understanding the risk for non-compliance 10
    11. 11. Motivations for adoption These include: • • • • • • • Financial gains (medium to long-term); Risk of legal action; Public relations, CSR benefit; Inclusive, motivated workplace for staff; Knowledge retention and increased productivity; Competitive advantage for early adopters; and Pleasant, cohesive customer experience. 11
    12. 12. Ultimately Ultimately, the business case for implementing web accessibility comes down to: • • • • • It's the right thing to do; It's required by law; It's better for business outcomes; It's better for your brand; and The cost outlay is outweighed by the cost benefit. 12
    13. 13. Workshop: DIY business case The following fictitious organisations were assigned to groups. The task was to determine they key reasons why the organisation needs to incorporate web accessibility. • Outback Travel (Tourism) • Australiana Airlines (Transport) • Aura Electricity (Utility) • Fantastic Organic (Supermarket) • Conglomerate Media (Integrated media) • Empire Investments (Financial services) 13
    14. 14. Business case outcomes • Social • Ability to reach a wider market (disabilities, older people, English as a second language) • Better experience for all consumers: increased customer retention. • Positive corporate social responsibility and perceived positive brand. 14
    15. 15. Business case outcomes • Technical • Improved user experience online • Future proof: device friendly, especially mobile integration • Interoperable with other systems • Improved ‘find-ability’ and SEO 15
    16. 16. Business case outcomes • Financial • Cost effective in the long term with accessible information online • Competitive advantage: increased market share = more customers • Increased engagement with customers • Reduced overheads and costs: call centres and printed materials, postage • Increase market share and profit 16
    17. 17. Business case outcomes • Legal • Requirement to comply with • UN Convention on the Rights of Persons with Disabilities (2006) • Disability Discrimination Act (1992) • Web Accessibility National Transition Strategy (2010) • Risk mitigation: reduce exposure to litigation which is expensive and can lead to bad publicity • Protect reputation 17