As part of its diversity strategy Nationwide building society has been striving to improve the experience of disabled customers.

Three years ago Nationwide set up a disability action group (DAG) to drive forward its disability agenda.

The DAG is chaired by the Head of Group Services and includes senior managers from the different business areas as well as representatives of the staff union.

The Nationwide approach

• For deaf, hearing-impaired and speech-impaired customers every branch has at least one counter position with an induction loop to help people with hearing aids. Branches are also usually able to arrange, by appointment, a qualified sign-language interpreter. This service is usually provided through the RNID.
• For blind and partially sighted customers all the marketing literature is provided in audio, large print or Braille format, on request within 10 working days.
• Assistance with banknotes, debit/credit cards and cheques: the society can provide banknote gauges, credit card and cheque templates. Other items include magnifiers and easy-grip pens.
• Online banking: the internet banking service can be adapted for use by partially sighted customers. By changing options in the internet browser, customers can alter the size and colour of most text, alter the background colour and change the line length. Customers can also override the colour schemes of the website with their preferred settings.

If a disabled customer has particular needs when it comes to the format in which they view their account or marketing literature, then they will only have to give that information to Nationwide once and not each time they open a new account.

This will also apply to the movement of customers, so that if a disabled account holder moves branches, staff at the new branch will be automatically informed of the needs of that customer.

The organisation communicates with disabled customers through its 'Services for members with disabilities' brochure, available in every branch. This also contains a feedback form to make it easier for customers to submit their ideas. For staff, there is a dedicated disability intranet site, which contains advice on how to help disabled people, for example offering a chip and signature card to allow someone to use a debit or credit card without having to enter a Pin number.

In addition to improving the experience of customers with disabilities, Nationwide is keen to increase staff awareness. One way it achieves this is through disability awareness days at the company's head office in Swindon and admin centre in Northampton - with guests from national charities.

Help at hand

Nationwide has installed a Helping Hand unit in every branch. The size of a small briefcase, the unit was designed in consultation with disabled employees and customers.

The units include Braille bank note sizers, cheque and credit card templates and an easy-grip pen. There are also magnifiers to help customers in reading small print.

For customers using wheelchairs, the toolkit contains clipboards plus a lap-pad filled with lightweight polystyrene beads, which can be moulded to any shape to support the clipboard.[i]

Nationwide

Sources

• [i] Employers Update, 2005