Why Asking About Access Needs Matters for Disabled Customers
Many organisations worry about asking the question incorrectly. Others avoid asking altogether because nobody has complained in the past. In reality, disabled customers may simply choose not to engage with a service if they cannot see evidence that support is available.
Creating inclusive forms is not only about collecting information. It is about creating confidence, trust, and a sense of welcome from the very first interaction.
In an episode of The Equality Edit, Joe Colett from Squee discusses the prevalence of disabled customers leaving websites when they find them inaccessible to their needs.
Why Some Disabled Customers May Not Answer the Question
Disabled customers are more likely to engage with your form if they understand why the information is being collected and how it will improve their experience.
Without this context, questions about disability can feel intrusive or even discriminatory. If somebody discloses a disability and then has a negative experience afterwards, they may question whether that information influenced the outcome.
Not everybody who requires support identifies as disabled. Some people may select “no” when asked if they are disabled, even though they still require adjustments or support.
This is why asking directly about disability often does not provide the information businesses actually need.
How to Ask Disabled Customers About Access Needs
Instead of asking somebody to identify themselves as disabled, a more inclusive approach is to ask:
Suggested Question
“Do you have any access requirements you would like us to be aware of?”
This wording focuses on the support required rather than a label or diagnosis.
The phrase “access requirements” can apply to a wide range of situations, not only disability. For example, somebody may need flexibility around timings, communication preferences, or physical access arrangements.
Importantly, asking about access requirements also avoids assumptions. If somebody states they have cerebral palsy, autism, or another impairment, this does not automatically explain what support they need.
Explain Why You Are Asking the Question
Before asking disabled customers about access needs, explain:
- Why the question is being asked.
- How the information will be used.
- What accessibility measures are already in place.
- Who will have access to the information.
- How the information will improve their experience.
People are more likely to answer honestly when they understand the purpose behind the question.
For example, during a series of public webinars, we included a paragraph explaining exactly how the sessions were designed to be inclusive, how access information would be used, and what support was already available.
This encouraged disabled customers and attendees to feel more confident engaging with the process.
Help Disabled Customers Understand What Support Is Available
Not every disabled customer knows exactly what support they may need until they understand the process involved.
Explain the Process Clearly
Start by explaining:
- What will happen.
- What the person will need to do.
- What the environment or experience will involve.
This could relate to:
- An interview.
- An event.
- A booking process.
- A customer appointment.
- A consultation or meeting.
The more information people have, the easier it becomes for them to identify barriers and request support.
Offer Examples of Support
Offering examples can encourage disabled customers to ask for support they may not otherwise realise is available.
For example:
- Quiet spaces.
- Flexible timings.
- Accessible seating.
- Step free access.
- Alternative formats.
- Additional breaks.
- Communication support.
Providing examples also reinforces the message that your business genuinely wants disabled customers to feel welcome and included.
Offer Alternatives to Online Forms
Inclusive businesses recognise that online forms may not work for everybody.
Consider offering:
- A downloadable Word document.
- An email option.
- A telephone number.
- Support completing the form with a member of staff.
Providing alternatives can prevent disabled customers from being excluded before they even engage with your service.
Respond Properly When Disabled Customers Share Access Needs
Asking the question is only useful if there is a clear process for responding to the answer.
Acknowledge the Request
At a minimum:
- Thank the individual for sharing the information.
- Explain what will happen next.
- Confirm any agreed adjustments or support.
Be Honest If You Are Unsure
If your organisation does not know how to implement a requested adjustment, be honest about it.
Disabled customers often appreciate openness and collaboration more than silence or avoidance. Work together to explore realistic solutions and alternative options where possible.
Follow Up After the Experience
After an event, appointment, or interaction, ask disabled customers about their experience of accessibility and inclusion.
This helps organisations:
- Identify barriers.
- Improve future experiences.
- Build confidence with disabled customers.
- Demonstrate that feedback is valued.
- Measure growth over time.
Continuous improvement is an important part of creating genuinely inclusive services.
Ensure Staff Feel Confident Supporting Disabled Customers
Many organisations avoid conversations about disability because staff are worried about saying the wrong thing.
Confidence is essential.
Provide staff with:
- Disability inclusion training.
- Guidance on discussing support needs.
- Clear processes for implementing adjustments.
- Opportunities to ask questions and practise conversations.
Your employees are often the gateway to whether disabled customers feel welcomed, respected, and included.
Supporting Disabled Customers Beyond the Form
Asking about access needs is only the first step. Inclusion must continue throughout the entire customer experience.
Businesses should consider:
- How support needs will be communicated internally.
- Whether frontline staff understand agreed adjustments.
- How accessibility will be maintained day to day.
- Whether disabled customers feel confident raising concerns.
Creating inclusive experiences for disabled customers requires more than a single question on a form. It requires confidence, communication, and a commitment to turning accessibility into everyday practice.
