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Designing Inclusive Services - Coggle Diagram
Designing Inclusive Services
Exclusion in services marketing:
Service exclusion is defined unfairness that occurs when services (service providers) deliberately or unintentionally fail to include or to adequately service customers in a fair manner.
Exclusion in marketing
Vulnerable Consumers:
Consumers that enter to the marketplace with conditions that put them at a disadvantage in terms of receiving an optimal experience.
Chronic illness, mobile-related physical disability, vision loss and blindness, mental health disorders, learning disabilities, intellectual disabilities, autism, hidden disabilities.
Example:
Vulnerable consumers are particularly at risk for diminished transactional value when they use drive-thru services in fast food restaurants.
The Purple Pound
Refers to the collective spending power of disabled consumers.
16 million disabled people in the UK.
Spending power of £274 billion per year to the UK economy.
Service Inclusion
Defined “as an egalitarian system that provides customers with fair access to a service, fair treatment during a service and fair opportunity to exit a service.”
(Fisk et al., 2018, p. 842)
.
4 Pillars of service inclusion
Enabling services
Offering choice
Relieving suffering
Fostering happiness
Servicescape Inclusion
Ambient conditions:
Bright lights, sounds & smells can have an effect on consumers with autism and epilepsy
Morrisons "Quiet hour" for autistic shoppers who struggle with music and noise
ASDA and Tesco dementia and autism friendly inclusive hour
Tesco has an autism friendly visual guide for shopping at their stores
Sainsbury and Argos support Purple Tuesday - Disability lanyard scheme
Space/Function:
long waiting areas with no seatings, location and size of change-rooms in fashion retail stores, Reachability and visibility of products and information, Positioning of countertops and card terminals – card and chip pin readers, Checkout processes – ALDI fast checkout process.
Self Service Technologies – SSTs – Talking ATMs
Tangibles - RBS and NatWest launch accessible cards for partially sighted and blind customers
Understanding Vulnerable Consumers
E-servicescape -
easy to use websites for visually impaired people; helpful images, generic product descriptions.
Priority Delivery for customers shielding:
early access to delivery slots
Waitrose stores offering the “Waitrose & Partners Rapid” service
Aldi launches online delivery to help vulnerable consumers
M&S launch clothing range for children with disabilities
SIGNSBURYS EXAMPLE