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In the highly competitive business climate, small businesses have to continually find ways to differentiate themselves and build lasting relationships with their consumer base. While traditional strategies like refining product quality and improving customer service are integral, accessibility is a crucial aspect that gets overlooked.
Accessibility is more than meeting legal requirements—it is creating an inclusive environment where everyone feels valued. Often referred to as “captioning,” implementing CART (Communication Access Realtime Translation) services is a powerful way for small businesses to enhance accessibility and gain significant long-term benefits.
What Are CART Services?
CART services provide real-time transcription of spoken words, enabling people who are deaf or hard-of-hearing to follow along with live presentations, meetings, or events. Unlike traditional subtitles, which are pre-recorded, CART is delivered instantaneously by skilled captioners, guaranteeing that participants receive immediate and accurate translations of spoken content.
While CART services and TypeWell share the goal of making spoken language accessible to people who are deaf or hard-of-hearing, they take different approaches.
CART services: CART provides a word-for-word transcription of spoken language displayed on a screen in real-time. It’s ideal for individuals who prefer an exact transcription that captures every detail of what’s being said.
TypeWell: TypeWell focuses on the meaning of the words. Rather than transcribing everything verbatim, TypeWell rephrases or condenses the information to get the essence across more concisely.
Both options are valuable but serve different needs. CART is considered the go-to when precision are detail are paramount, like in legal or academic settings. According to the National Institute on Deafness and Other Communication Disorders, approximately 15% of American adults aged 18 and over, or 37.5 million, report some difficulty with hearing. Given that this accounts for a notable share of the population, establishing accessibility in your business is necessary.
The Lasting Rewards of Prioritizing Accessibility with CART
1. Customer Loyalty
Accessibility is directly linked to customer loyalty. A study by Accenture found that nearly 62% of customers are more likely to engage with a brand if it offers accessible services! For people who are deaf or hard-of-hearing, knowing that a business provides CART services signals that the company is genuinely committed to inclusivity, leading to stronger customer relationships, increased satisfaction, and a higher likelihood of repeat business.
2. Improved Brand Reputation
In an era where corporate responsibility influences consumer choices, supplying accessible services can enhance your brand’s identity. A Nielsen report revealed that a staggering 66% of global consumers are willing to pay more for products and services from companies committed to positive social and environmental impact.
By prioritizing accessibility through CART services, your organization complies with ADA guidelines and positions itself as a socially responsible entity. This helps attract a wider audience, including those who appreciate your commitment to inclusivity, even if they don’t directly benefit from these services.
3. Legal Compliance
While the Americans with Disabilities Act mandates that businesses provide reasonable accommodations for individuals with disabilities, compliance should be viewed as a baseline, not an objective. According to the U.S. Department of Justice, non-compliance can result in fines of up to $75,000 for the first violation and $150,000 for additional violations.
CART services demonstrate a proactive approach to inclusivity that can protect your business from potential legal issues and position you as a champion of accessibility.
4. Expanding Market Reach
CART services can increase your market reach by making your offerings accessible to a broader audience. The World Health Organization estimates that by 2050, a whopping 2.5 billion people will have some degree of hearing loss, with at least 700 million requiring hearing rehabilitation.
By integrating CART services into your organization and complying with ADA guidelines, you can appeal to a diverse customer base that includes the deaf and hard-of-hearing and those who appreciate accessible services.
5. Elevated Employee Morale and Inclusivity
Accessibility isn’t just for customers; it’s equally crucial for your employees. A 2018 study by the Job Accommodation Network (JAN) found that providing accommodations can increase employee retention, improve productivity, and boost morale. Offering CART services in staff meetings, training sessions, and company events ensures that all employees can fully participate, regardless of their hearing ability. This inclusivity can foster a more cohesive work environment, demonstrate your commitment to diversity, and help you retain top talent.
6. Innovation and Competitive Advantage
Investing in accessibility through CART services can drive innovation and give your business a competitive edge. A 2020 report by McKinsey & Company found that companies that prioritize diversity and inclusion are 35% more likely to have financial returns above their industry median.
By offering CART services, you differentiate your business from competitors who may not have prioritized accessibility. This proactive approach can also inspire other innovative solutions, further enhancing your brand’s reputation and market position.
Implementing CART Services in Your Business
Integrating CART services into your business operations is straightforward and can yield substantial benefits and showcase its commitment to diversity and inclusion. Here’s how to get started on the right foot:
Prioritizing accessibility through CART services is a strategic move that can amplify customer loyalty, improve brand reputation, and provide a competitive advantage. For small businesses, investing in accessibility also invests in long-term success, nurturing an inclusive environment that welcomes individuals from all walks of life.
Through the adoption of CART services, small businesses can not only cater to the needs of people who can’t hear what is being said but also position themselves as forward-thinking, inclusive brands that value diversity and inclusion.
