Walking into any store any day of the week I look like just any other shopper.
I park up like everyone else, get my trolley and set off round the aisles looking for the special offers and something nice for my dinner.
But there is one thing I do before I enter the store that no one else will see …I switch the sound settings on my hearing aids (HA’s) down to the lowest level I can.
I know that once I step into the store I will be greeted by a cacophony of noise that sets my teeth on edge & threatens me with a stressful headache.
I will need to have my wits about me, as even with my HA’s on, if someone approaches me from behind or the side I won’t hear them and the odds are it will be an irritated shopper who has been quietly fuming because they have asked me to move!
I will be oblivious to in-store announcements, alarms and conversations around me but I will hear the noise of the freezers humming away & the air conditioning and this noise will drown out the very precious thing I want to hear – your voice.
And finally I get to the check-out, my eyes will take a furtive look to the till to try and see what my shopping bill will be.
Not being able to hear the cashier means I probably won’t know until I put my PIN number in what it is costing but that is easier than trying to guess what the cashier is saying so I avoid cash.
Then there will be all the questions about vouchers, cashback, bags which I confess I generally say ‘no’ to as many questions as possible in the hope it’s the right answer so that I don’t then get into a tennis match volley of ‘what’ who’ ‘sorry can you say that again’ and feel the irritation of the person behind with that look that says ‘I can hear clearly and I’m behind you in the queue, why don’t you listen, are you stupid or something?’
Welcome to my world, its unique. What I can or cannot hear is particular to me.
If you should meet a person with hearing loss, their ability to hear sounds may very well be quite different to mine.
My guarantee is that the one thing most of us have in common is that it’s extremely difficult to hear what people are actually saying.
I am one of the lucky ones …I don’t really have a problem with tinnitus and my hearing problems don’t affect my balance and my HA’s help me most of the time.
This won’t be true for everyone and it certainly is not easy for the casual acquaintance to work out if the person in front of them can’t hear, unless we tell them.
And hey at 7pm after a hard day at work , standing in a check out queue I don’t necessarily want to have to explain with everyone else just wanting to get me out of the way so they can pay for their shopping.
And so I contacted Tesco. Community Director at the Head office in Cheshunt. Wow, did I NOT get the usual corporate response – they asked me to visit them and explain why the shopping experience, something most of us take for granted every day, can be such a tortuous one.
Each and every person I have met at the head office and at my local store in Southam have been genuinely interested and it’s no surprise some of the people I met either know someone else with a hearing problem or they have one themselves. It affects a lot of us.
They wanted to know if they could do more so Paula Wales came up with the idea that I should meet Martina, the Community Champion and walk round the store with her.
From driving into the car park, getting money out of the ATM, being in the store & buying petrol. I did not even know I was oblivious to the in store announcements and fire alarm test until Martina told me.
The best bit of the whole day was meeting the Tesco team, who – once we explained what we were up to , wanted to know how they could help make the customer experience better.
The difficult bit is how they can help when it’s just not visible that I need some help. Not everyone is in a place where the first thing they want to say ‘is hello I am deaf, please face me when you speak etc. etc.’
So it’s a bit of a challenge but the first step is for any store to make themselves visibly deaf friendly- have hearing loops installed, make it obvious that you have them, let your staff know how they work. Remember that loops won’t work for everyone but they are a signpost that shows the store cares about all their customers.
So what did we learn as we walked round?
Never assume that a person can hear what you hear or even know what they may be missing. Give some visual clues if you need them to move or come to another till and remember if I can see your face and you can see mine you stand a much better chance of being understood.
We talked about how life could be made a lot better with just being deaf aware. And I know Hearing Link are working with Tesco on improving their loop systems.
So thanks for Tesco for showing an interest. Please remember I could only represent me and my thoughts and how I feel but I hope I represented that large group of people who have a hearing loss. As I said we are all different and we deal with our loss our own ways but for me shopping should be accessible and pleasurable for everyone – it’s a basic need.
At the end of the tour, Martina and I discussed the community rooms that they are encouraging local groups to use free of charge for community activities.
Something I would like to pursue myself for drop in HA clinics accessible to people who may be at work all day and can get their shopping and sort out their hearing aids at the same time.
Also we talked about new technology as Martina was interested in the listening device that I had with me called the Phonak Roger Pen, just one of many devices that help you to hear with your HA’s.
I am so looking forward to the new things being developed -smartphones that convert speech to text and google glasses with captioning which would be ideal for those that loops are not the solution.
I have been invited to one of their call centres to see how things work there and whether we can learn anything from each other …they handle 16 million calls a year. So asking a question and travelling to Cheshunt has started a journey…the quest is on!
Special thanks to: Greg Sage Community Director Tesco, Lindsey Paterson, Paula Wales, Lucy Buttler
Martina Fitzgerald & her colleagues at the Southam store – Lorraine, Nola, Mary & Colin to name just a few.
Shona Hudson has been partially deaf all her life, and works for Severn Trent Water as an Operations & Maintenance Manager (although she is currently on a ‘career break’ finishing in November 2014). After attending a Hearing Link self management programme , she is now a volunteer. Her aspiration is to can make a difference in how deafness is perceived & increase the visibility of support networks that are already there. Her journey to acknowledge my hearing loss took far too long, and she says: “if I can help one other person to get there quicker for themselves I will be happy.”
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Liz Thomas
November 17, 2014
Well done to Tesco for taking this seriously and for trying to find out what they can do to help.
shonajh
November 17, 2014
Hi Liz. Thanks for posting. Hoping this will lead on to more improvements. This week they have asked if I would like to pop into a local store after they have upgraded the loop system & just check it out from a customer perspective. Its nice to be involved.☺
Stefan
November 17, 2014
For all the grief supermarkets get, I think they tend to take their role in the community seriously. It’s particularly nice to hear of a large company handling this in such a human way, and with Southam being my local store I’ll be interested to see how things improve.
shonajh
November 17, 2014
Thanks Stefan . the real test will be when you notice the difference when you go in & its a sustainable change .will keep you posted .
shonajh
November 20, 2014
Hi to Stefan – loops switch on in Southam today . Till 9 has a loop but the sign is not very big and the customer services desks. Worked for me 🙂
Terence Paget
November 26, 2014
Hi, Shona! Interested to read of your experiences, something which I am sure many of us share to some degree or another. Personally, and nothing to do with hearing loss, I will not use Tesco. Nevertheless, for two of the larger store companies (Sainsbury’s and Morrison’s) I would relate two experiences which are oft repeated and which, if you haven’t experienced them at Tesco’s as yet, you may wish to find out if they are repeated there.
The first is something I have experienced at both these stores and in more than one branch of each store. It is rare for all cashier points to be in use. Clearly, it is not cost-effective for the store have all cashier points open when trade is slow. However, if cashier points are to be closed, why is that stores fail to have at least one of the looped cashier points open? This is a frequent failing and one about which I have complained on the day to floor managers. To no avail. For one of these store companies I was told by the floor manager that they (the local store) are told which tills to have open at any time and they, locally, have no discretion as to which tills to open (or close). Can’t see why the computer which makes these decisions for them can’t cater for this situation – a bit of tweaking to the programme will sort that out.
The second problem is when one is able to use a looped till, the loop is rendered redundant because one is filling up a shopping bag or two (or, occasionally, refilling the trolley) at the end of the chute and this area is beyond the range of the loop panel! For me, this is a significant problem because, with the HAs on the loop setting, everything else is blanked out – I only hear what comes through the loop. Which means I haven’t a clue if the cashier is speaking to me, never mind guessing at to what may be said to or asked of me.
shonajh
November 26, 2014
Hi Terry thanks for your very useful comments & something that I had missed with regards to the one till we need not being open ! When I spoke with the company installing the loops we chatted about why not every till has a loop installed and he referred to some Asda stores actually doing this …not noticed this myself but would be interested to find out if that is their policy and why .Next action on the to do list I will pass back to Tesco & see what they say and also I might ask Hearing Link what their loop campaign would advise.
I did talk about the fact that the loop is designed for when you are stood near to the cashier and its radius will not extend to much outside of that because they design it that way. I don’t remember exactly how the installer explained it but it seemed reasonable to me at that time ( something about eliminating noises you don’t actually want to hear or other people being picked up in the loop). I will ask for a proper answer. I have to admit that even with the limited coverage that it had I found at one desk that the loop on the till I was using was actually picking up the noises/voices/coins dropping on the counter from a customer at the next till & that’s when we got chatting about the limitations of technology/loop coverage. The cashier and the loop installer were totally shocked that I had heard the coins dropping on to the counter and that it was so loud to me because of course they could not hear this themselves as I guess their brain filters this unwanted noise out but my HA amplifies it. However the upside was that the loop did make it so much easier for me to focus on the cashiers voice..it was great.
I had some great advice from a lady on one of the Facebook pages that on my t setting that I found some loops extremely loud and picking up environmental noises which hurt my ears. This happened to me at one of the other retailers. She had the experience with her church loop that to get the setting comfortable for her that other people then complained it was either too loud or quiet for them. So I understand that they have to be set to an industry standard which I witnessed at Tesco but that will not always mean it will be perfect for everyone ! This is a learning journey for me. However with all the amazing technology developments that we are seeing you would think it is reasonable to push for a design advancement that does exactly what you say – be able to hear voices clearly whether you are at the till or in the bag packing area. Like having a little bubble wrapped around you as you move 🙂
I can feel that a load of questions need to be asked which I will do mainly of the loop installers/designers, but how good the loop is will depend on the installer and then probably a HA user also letting the store know what it sounds like too. Also at installation explaining to the cashier as well the range of the loop so that combined with deaf awareness training that they have. Tesco have produced mini booklets that explain to their teams how loops work and includes ‘ hearing aids users need to stand within 1 metre of the loop aerial to benefit from the system’. I know you probably know all of this already but just in case others read and know more or have something to add I have made it quite a lengthy reply.
Terence Paget
December 3, 2014
Hello again, Shona!
A couple of things – I will deal with them separately.
Firstly, and referring to the heading to your blog dialogue, you refer to yourself as an “invisible” shopper. Interesting choice of word! So often one reads (can’t “hear” too well these days to say that ‘one hears’) of hearing loss being the “invisible” disability. It’s not the only disability which is “invisible”, of course, but I congratulate you on your very ‘loaded’ choice of epithet.
And, for which apologies for the over-long delay in saying as much, many, many congratulations and warm thanks on taking up this crusade – hearing loss or not, sight loss, or not, mobility difficulties, or not, we are people, individuals. Mass-market outlets need to stop trying to fit us into their preconception boxes of the ‘average’ shopper.
Second posting to follow!
Terry
Terence Paget
December 3, 2014
Back again!
Shona, you and I had a private conversation a short while ago, but I feel it is worthwhile raising the issue on this public blog.
Besides the matters you have identified, one of the other things I find frustrating in large stores (supermarkets, yes, but large stores generally) is when they re-arrange the layout. It’s too much to say it is a complaint – the stores will have their seasonal and other promotional re-arrangements and such the like, and they exist to make a profit. But when one attends to buy something and it is no longer where it usually is, the one thing which I have found rarely works is asking an employee “Where is …?”. Not that they don’t know. Not that at all. But trying to make out what they are saying in an area (often the whole store) which is not at all acoustically friendly, with very tinny and incomprehensible calls and announcements over the PA system, not to mention other shoppers conversing (often on their mobiles!) – none of this is conducive to a satisfactory outcome.
I am sure that my own local supermarkets have be down as a prowler or worse as I keep wandering (obviously suspiciously) up and down aisles glancing to my left and right, and up and down (obviously checking to see if I am being watched) trying, unsuccessfully and in fact, to find out where the Oxo cubes have been moved to!
I know you have your “in” with Tesco’s, but can you get it across to them that, as much as anything, while such things as on-line shopping will overcome many, and possibly all of these frustrations, the huge unaccounted and unaccountable ‘benefit’ of going out for a ‘shop’ is the prospect of at least a smidgeon of human interaction? Losing one’s hearing is an introduction to loneliness, and it isn’t something we choose.
Thanks for listening,
Terry
shonajh
December 3, 2014
Terry …keep it going ☺ I am learning new stuff and perspectives every day from other people and their experiences. I think you would do well writing your own blog of your experiences to share with others as well ….I can visualize your Oxo hunt very well ! Having a meet up in the New Year 2015 with a fellow loop campaigner hopefully, will extend the invite to you if you are free.
Terence Paget
December 6, 2014
Shona, interesting news item on the on-line BBC News site today (Saturday, 6th December): http://www.bbc.co.uk/news/uk-politics-30342957 Besides the lamentable failure of shops and stores to have working loop systems is the disgraceful “only 4% of [105] national retailers” who bothered to respond. Not only disgraceful, but distinctly indicative of the contempt and indifference the national retailers are showing for a significant proportion of its customer base. Which means, I suggest, that you should congratulate Tesco for at least talking to you! You have certainly done better than I have with Morrison’s or Sainsbury’s! Well done to you, Shona!
shonajh
December 6, 2014
That’s a really poor show isn’t it , I think the MP pushing for businesses to do more is Ed Vaizey ….wonder if we should get in touch ! Bit of an update though that Dave King from Hearing Link is still busy doing the Loop Campaign and I hope to meet up with him and another loop ‘ champion ‘ from Shropshire in the new year plus Tesco are offering to check in with me again after Christmas ….it might be quiet for the next few weeks due to the festivities but the work is still going on ☺i wonder how we can help each other ! Thanks Terry for the link