BUSINESS is not doing enough to meet the needs of deaf and hard of hearing customers and staff, according to one of Kent's leading hearing aid audiologists.

Mark Scutchings, director of the Hearing Care Centre, based at Canterbury's Chaucer Hospital, claims understanding of hearing impairment among the county's business community is poor, despite the requirements of the Disability Discrimination Act (DDA), which was enacted in October 2004.

He said: "While the DDA is forcing companies to review their provision for deaf and hard of hearing customers, the steps taken are often unsuitable or useless.

"Many businesses seem to think the installation of an inductive loop system is all they need to do to make their environment inclusive to the hard of hearing. However, a loop system is inappropriate in many cases.

"I suspect many are unaware that The Royal National Institute for the Deaf (RNID) says refusal to take a call via Typetalk is potentially a breach of the DDA."

Dawn Hudd, business support manager for Channel Chamber of Commerce, believes companies are confused.

She said: "Although there has been a great deal of information available on this subject, the smaller businesses have not embraced the requirements of the Act.

"This is because the Act refers to adjustments that are 'reasonably practical' with no absolute definition of what this means or any guide as to how much alterations to premises or special equipment will cost."

Heather Jackson, deaf awareness consultant and chairman of the National Association of Deafened People, said firms are risking losing a lot of custom.

She said: "Deafened customers are not expecting significant and costly changes to be made by small businesses, but under the DDA they do have the right to call for 'reasonable adjustments' to be made.

"It makes economic, as well as legal sense, to do so. The Disability Rights Commission (DRC) estimates disabled people's spending power amounts to £50bn and so ignoring the DDA means losing custom - especially if your competitors have already made improvements."

ADVICE FOR COMPANIES

The Hearing Care Centre has devised a 10-step plan to help businesses meet the needs of deaf and hard of hearing people:

1) Train your staff. Deaf awareness training is the key to improving hard of hearing staff and customers’ experiences when working for or dealing with the business community. Training helps staff at all levels understand the challenges of hearing loss and what they can do to help.

2) Review evacuation and emergency procedures. Are these procedures suitable for hard of hearing individuals? Would a profoundly deaf person hear an alarm? Should your alarm system have flashing lights as well as audible signals?

3) Review signs. All signs should allow Assistance Dogs, not just Guide Dogs.

4) Review entry systems. If you have entry phone systems, how are deaf and hard of hearing individuals going to gain access to your buildings?

5) Improve lighting. Better lighting in reception and within the buildings will assist lip readers (and the partially sighted).

6) Induction loop systems. Provide an induction loop system only if it will help someone to access your service. If you use a public address system a loop system may be appropriate. However, when hearing aid users switch their hearing aids to the T setting to receive the loop system, they are often unable to hear anything else as this switches the microphone of the hearing aid off. If you install a loop system, make sure it works and your staff understand how to use it.

7) Provide written information. Essential visitor information, such as signing-in and evacuation procedures, should be provided in a written format for those with hearing loss.

8) Hearing aid compatible phones. These can be provided for staff members with hearing loss and may incorporate an inductive loop pickup, so they can be used with a hearing aid's T setting. All staff should understand Typetalk and how it works.

9) Review all your practices and policies. This will identify potential problems for hard of hearing customers and staff.

10) Invite feedback. Use this information to further improve the assistance you offer to those with hearing loss.