Sainsbury’s has become the first food retailer in the UK to bring SignVideo (a long-running supporter of this site) to its customer service centres – revolutionising the way deaf British Sign Language (BSL) users can contact them.
The year-long trial begins this week and enables deaf customers using BSL to contact Sainsbury’s call centres via a secure video interpreting service.
Watch this news in BSL by clicking play below:
This service means that deaf customers using sign language can now call Sainsbury’s instantly at no cost.
How it works:
- The service allows customers to place a call to Sainsbury’s careline and grocery online contact centres via a free link on the Help Centre.
- It instantly connects deaf customers to a BSL interpreter who phones the call centre and relays the conversation in real time.
- The service will be available at all times Monday-Friday 8am-6pm and is free for deaf customers to use.
Sainsbury’s already uses Text Relay which is used by many deaf and hard of hearing people. However, this will be the first time that deaf customers will have instant British Sign Language access when calling the supermarket.
Previously, deaf BSL users had to rely on hearing friends or relatives to make the call for them. With SignVideo they can do it themselves from the comfort of their home, with waiting times less than 30 seconds.
Tim Fallowfield, Company Secretary, Corporate Services Director and Board Champion for Disability and Carers at Sainsbury’s said:
“We pride ourselves on our customer service, and part of this is making sure it’s as easy as possible for all our customers to communicate with us about their shop. We already have induction loops in all our stores for hearing aid users, and we’re pleased to be trialling this innovative solution to make it even easier for our deaf BSL customers to get in touch with us when they need to.”
Jeff McWhinney, Chairman and Founder of SignVideo, said:
“Sainsbury’s has broken new ground in embracing SignVideo, a video relay service in BSL. They have been pro-active in seeking to ensure equality in their customer service experience for deaf BSL customers and SignVideo is looking forward to working with them. By implementing this technology, Sainsbury’s has shown the way forward for the food and retail industry and I hope that more will follow their example by opening up access to deaf BSL customers.”
Find Sign Video’s BSL Live link on Sainsbury’s website by clicking here.
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Administrator
June 5, 2015
Really pleased to read this. Without doubt, a big “deaf” applause to Sainsbury’s.
But (there has to be a “but”, doesn’t there?), what of the continuing failure of Sainsbury’s to ensure that the hearing aid loop arrangements are in force at any and all times? I have formally registered with their local management that it arises far too often to be an error that the dedicated “loop” tills are not manned. By any definition, disability discrimination: frequent, daily, regular disability discrimination.
I recall complaining to one manager who informed me that there is a computer programme which determines, at any time of day for any given store site, which tills are open. Thus, as I was led to believe, this is a head-office imposed policy, and it is one which takes no account of disabilities.
Sorry for this dampener on this advancement in communication support, but I do suggest such of you who may use this new service, keep it on track – it does seem that one cannot rely of the store to do it.
David
June 5, 2015
Rome wasn’t built in a day. Well done Sainsbury’s, every little step counts towards a positive outcome. Keep going!!
MW
June 6, 2015
David — I agree Rome was not built in a day and it is not every little step that count but doing it right from the starts that embrace all d/Deaf people access needs.What demonstrate is the lack UNITY that speak “access for all”? Again, it looks down at the needs for BSL and that all that matters – get real ..Sign Video getting the job can accommodate making access for all, but rather not politically, that a sad missed opportunity and they need a kick up the butt to make their service that much better. I get very sad when I see all agencies providers talking about us and not with ALL OF US fighting their corner on the getting the business what suit them and not the consumers/customers – playing on the ignorance with Sainsbury on the pitying factor. Well done SIGN VIDEO for your segregation and the lacking inclusive thinking.
It has to be Loop system, speech to text and BSL and more importantly staff knows how to clear communicate when none of the service can be available and that is lacking not because of the lack deaf awareness training but the lack understanding how to speak properly with whoever they are.
Editor
June 7, 2015
I think you’re blaming the wrong people here for the problems as you perceive them, MW. SignVideo provide sign language access – that’s what they do. It’s up to companies to provide all the other forms of access that people require – and ensure they do it well. Ed
MW
June 7, 2015
Editor….
I beg to differ where commercial conflict of interest takes place. That is a major issues with deaf organisation and deaf run/able led organisation.
Your choice of word “Blaming the wrong people” (which one are we talking about?) is quite conflicting.
Question comes to my mind – who wrote this article? and also the d and D element in the article lead me to confusion how this was written as if this is badly thought out.
Yes, it is wonderful that access is considered by Sainsbury, but the comment about loop system bring a bigger picture what affected so many of us in this.
what Sign Video does in their promotion/work and being BSL focus when it can do a lot more and I gather will not politically sadly does impact the abilities to make inclusive access for ALL work that much better – hence the UNITY value/model.
Sainsbury need to be guided, and unfortunately are not well guided when one company does their promotion on the back of others not getting through the door to explain diversity and inclusion and maybe be a better provider.
I don’t want loads of companies providing access for one company it lead to chaos – I prefer just one doing everything including getting the loop system sorted.
The problem I have is BSL promotion on access seems to be a blinkered intolerance approach against everyone else and that can be damaging to the wider population of deaf people.
Editor
June 7, 2015
I don’t agree with a lot of what you’ve said MW, but you’re entitled to your opinion. Thanks, Ed.