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Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
Accessibility & Online Customer Service Delivery
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Accessibility & Online Customer Service Delivery

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The benefits of accessible websites to the success of online customer service devlivery.

The benefits of accessible websites to the success of online customer service devlivery.

Published in: Technology, Design
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  • 1. Accessibility & online customer service delivery 12 September 2006
  • 2. Internet age The Internet has led to substantial cultural transformation Retail Banking Leisure activities Government services Social interaction
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. Limits potential Inaccessible websites and other forms of electronic information: Limits universality Human potential of web based technologies
  • 8. 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
  • 9. 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.
  • 10. Disused After all, what good is provision of services without take-up of services? • Underused • Waste of space
  • 11. 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
  • 12. Accessibility makes sense It makes sense… Ethical Sense – age of corporate social responsibility Legal Sense - DDA Economic sense – maximises customer service delivery success
  • 13. Experience matters! Growing realisation Success of online service delivery & take-up is dependent on user experience.
  • 14. Experience matters! Websites that are: Unintuitive Difficult to navigate Complicated Unclear Failure or at least not realising their potential
  • 15. 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
  • 16. Awareness and action Step1 – Awareness Step 2 - Action
  • 17. Hounslow web programme Ongoing commitment to achieving high standards of accessibility and usability. Effective: Communications Customer service delivery
  • 18. 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.
  • 19. 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
  • 20. Assistive features/ technologies Key assistive features Compliant code – WAI AA Speech enabled Customisation options Text only Change contrast Adjustable text sizes Printer friendly formats
  • 21. 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
  • 22. Browsealoud example
  • 23. 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
  • 24. 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
  • 25. Training and awareness • Content author training • Staff/ Manager briefings Distribution of PAS 78 guidance – now free •
  • 26. 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…
  • 27. 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
  • 28. 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
  • 29. Continuous process Website accessibility and usability requires commitment Continuous process of development
  • 30. 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
  • 31. Stick And if the carrots are not convincing? then the stick is the DDA.
  • 32. Thank you! Zoë Laycock Web Manager e: zoe.laycock@hounslow.gov.uk

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