Communication Access is Core Customer Experience, Argues Stacy Sherman, CSP®. MBA

In a recent LinkedIn post, Stacy Sherman, CSP®. MBA highlights a critical customer service failure to underscore the fundamental importance of communication accessibility in customer experience strategy. Sherman uses a real-world example involving a deaf traveler, Craig Radford, to illustrate how excluding certain communication methods can lead to significant negative outcomes for both customers and businesses.

The Cost of Communication Barriers

Sherman recounts the experience of Craig Radford at the Phoenix airport, who faced substantial delays and confusion when trying to change a flight. While hearing travelers could easily resolve their issues via phone, Radford, who is deaf, had to wait for a sign language interpreter and a customer service representative. The situation was further complicated when the interpreter relayed incorrect information, leading Radford to be booked on the wrong flight.

“Can you imagine getting on the wrong flight because customer service could not support the way you communicate? That’s what happened to Craig Radford. There is a clear lesson for everyone, regardless of job title.”

The incident resulted in over two and a half hours of delay, confusion, and extra effort for Radford. When he finally reached the counter, the agent had no prior experience assisting a deaf traveler and resorted to pen and paper for communication.

Communication Access as Essential CX

Sherman argues forcefully that communication access is not a peripheral concern but an integral part of the overall customer experience. Drawing on her 25 years of experience leading CX, Marketing, and Sales for major brands, she emphasizes that business growth hinges on creating positive emotional connections during every interaction.

As Stacy Sherman, CSP®. MBA notes:

“Having led CX, Marketing, and Sales for 25 years at top brands, I know firsthand that business growth comes from creating a positive emotional connection at every interaction, and that includes supporting how people communicate. Some people use their voices. Others use their eyes or hands. If your customer experience depends on spoken audio, you are excluding millions of people and the revenue that follows.”

This perspective challenges businesses to move beyond a one-size-fits-all communication approach. Sherman points out that relying solely on spoken audio excludes a significant portion of the population, representing a missed opportunity for revenue and customer loyalty.

Proactive Accessibility: The Key to Inclusive CX

Sherman’s commitment to this principle led her to join the Advisory Board of 360 Direct Access, an organization focused on improving communication for Deaf and hard-of-hearing customers. She advocates for accessibility to be a planned component of customer experience, rather than an afterthought.

According to Stacy Sherman, CSP®. MBA:

“That is Doing CX Right®: accessibility planned from the beginning, not treated as something to figure out later.”

This proactive approach, she suggests, ensures that all customers can receive the service they need without encountering unnecessary barriers. By embedding accessibility into the core of CX strategies, companies can foster stronger relationships, enhance customer satisfaction, and ultimately drive business growth.