You can support customers
with hearing loss
INACCESSIBLE?
Find out how hearing loss can affect your
business, and what you can do about it.
Top tips
1. How can hearing loss affect your business?
• You could be missing out – big time
One in six people in the UK has hearing loss. That’s 10 million people – and 10 million
potential customers. That’s a lot of business to be missing out on if you’re not accessible.
• Being deaf aware could give you the edge over competitors
— More than four in 10 hearing aid wearers said that they would ‘go out of their way’
to use a shop or service if they knew there would be a hearing loop.
—More than seven in 10 said that having deaf aware staff would encourage them to
choose one shop or service over another.
•Y
ou could be breaking the law
Under the Equality Act 2010, service providers are required to make ‘reasonable
adjustments’ to improve and make their service accessible for customers with
disabilities (including hearing loss).
A typical counter loop
Staff member
Loop signal
Blue gradient
shows the strength
of loop signal
Microphone
Connected
to amplifier
under counter
Customer
Induction loop wire
Installed under counter
2. What are hearing loops and how can they help?
A hearing loop is a piece of equipment that allows a hearing aid wearer
to hear more clearly over background noise. It’s also known as an induction loop.
When a staff member speaks into the microphone, sound is transmitted as a
magnetic field that can be picked up by hearing aids when set to the T setting.
What are the different types of hearing loop?
There are several types of hearing loop, but these are the two most commonly found in shops:
1. Counter loops (see picture left)
These are specifically designed for retail premises, including banks and
post office counters, and transport and entertainment ticket offices.
2. Portable loops
Although these provide limited coverage, their portability makes them ideal
for one-to-one meetings. They may be more suitable for small businesses.
Where should hearing loops go?
In a shop, supermarket, bank, post office or similar location, there should be at least one loop
at any one group of customer-facing points and information desks.
What can go wrong with hearing loops?
•L
oop unplugged or not switched on
• Portable loop not charged up
• Equipment broken or missing parts
•M
icrophone unplugged or in wrong place
• Missing or badly positioned signage.
How much do hearing loops cost to install?
They’re cheaper than you might think. Although costs vary according to premises and
supplier, the cost of installing a counter loop can start from less than £600, while a portable
counter loop can cost as little as £120.
How do I make my hearing loops accessible at all times?
Make sure that:
• Loops
are installed to the technical requirements of British Standard 7594
for audio-frequency induction-loop systems (AFILS) and maintained to
the same requirements.
• Loops
are checked regularly – preferably weekly – to ensure they’re working properly –
staff can use a loop listener (such as a Sonido and headphones), which acts like a
hearing aid to check the system. Sonidos are available for around £70. Just go to
www.actiononhearingloss.org.uk/sonido
•L
oop staff are trained to be aware of loops, how to use them, and how they benefit
hearing aid wearers.
Top tips
3. How can you communicate better with
customers with hearing loss?
•D
on’t shout
It’s uncomfortable for hearing aid
wearers and can look aggressive.
•A
lways face the person you’re talking to
This enables them to hear you more
clearly and allows them to lipread you
if they need to.
•S
peak clearly
Speak clearly but not too slowly and use
natural facial expressions and gestures.
A person who lipreads understands
people best when they speak normally.
•R
epeat yourself if necessary
Always repeat yourself if the person
hasn’t understood. You could also try
saying it in a different way to help
them understand.
• Use clear, concise language
Be careful not to ‘waffle’, or you’ll be
harder to follow.
•F
ind a quiet place with good lighting
You’ll be easier to hear in a quiet
environment and good lighting will help
the person to lipread you if they need to.
Trish, Bristol
I often shop in Bristol.
It makes my shopping
so much more enjoyable
when staff understand how to
communicate with deaf people.
I lipread, so if they know to
look at me when speaking to
me, rather than turning away
to focus on their till or
computer screen, it really helps!
I’m often anxious when I’m
out shopping on my own in
case there’s an emergency
alarm and I can’t hear it. Some
businesses have flashing alarms
installed so I’m not left in
the dark, which is great.
Top tips
4. Where can I find out more?
This booklet covers some top tips to get you started.
We can help you find out about becoming fully accessible
for customers with hearing loss:
Information Line
Telephone 0808 808 0123 (freephone)
informationline@hearingloss.org.uk
Deaf Awareness Training
We can help you become more deaf aware and
make your organisation more accessible to
customers and staff with hearing loss.
Telephone 0161 276 2312
training.services@hearingloss.org.uk
Louder Than Words™ Charter Mark
To demonstrate best practice towards
people who are deaf or hard of hearing.
Telephone 020 7294 3712
louderthanwords@hearingloss.org.uk
Advice on equipment
We can advise you on suitable equipment
for your premises and provide an installation and
maintenance service
for loop systems and other equipment.
Telephone 017 3336 1199
solutions@hearingloss.org.uk
www.actiononhearingloss.org.uk/equipmentadvice
Communication support
We can help you access day to day activities,
appointments, work and training by supplying
interpreters, lipspeakers, speech-to-text reporters
and other communication professionals.
Telephone 0845 685 8000
communication.services@hearingloss.org.uk
We’re the charity taking action on
hearing loss since 1911. We can’t do
this without your help.
To find out more about what we do
and how you can support us go to
www.actiononhearingloss.org.uk
Telephone 0808 808 0123
Textphone0808 808 9000
Email information@hearingloss.org.uk
Action on Hearing Loss is the trading name of The Royal National Institute for Deaf People.
A registered charity in England and Wales (207720) and Scotland (SC038926). A0057/0811