Marika Iannone | Senior Consultant | Retail Reply, London, UK
Version 1.1 | March 2025
Introduction
Customer experience (CX) is more than just a business buzzword—it’s a decisive factor in customer loyalty, brand reputation, and revenue growth. Studies show that 86% of consumers are willing to pay more for a better experience, and businesses that prioritize CX see a revenue increase of 4-8% above their competitors (Forbes, 2020). However, one critical aspect of CX remains widely overlooked: accessibility.
In Europe alone, an estimated 135 million people live with disabilities, making up nearly 30% of the population. Yet, despite this significant demographic, a Software Advice's 2024 Digital Accessibility Survey found that only 39% of businesses are on track to meet the European Accessibility Act (EAA) compliance deadline. The cost of non-compliance is steep—not just in potential fines, but in lost market share and customer trust.
The EAA, set to take full effect in 2025, is more than a regulatory mandate; it’s an opportunity to rethink how businesses interact with their customers. With nearly €6 trillion in annual spending power across the disabled community and their families, accessibility is not just an ethical obligation—it’s an economic imperative. Companies that invest in accessibility report higher customer retention rates, improved brand perception, and increased innovation in digital and physical service delivery.
This article explores the transformative role of CX in modern society, focusing on the EAA as a catalyst for inclusive design. By embracing accessibility, businesses can future-proof their operations, reach untapped markets, and create seamless experiences for all customers—regardless of ability.
Why Customer Experience Matters
At its core, customer experience (CX) is the foundation of any business’s success. It encompasses every touchpoint a customer has with a brand—from the initial interaction to the final purchase and beyond. However, CX goes beyond transactions; it is a psychological experience as much as it is operational.
Businesses often think of customers as people simply purchasing products, but the concept is broader. For example, an employee using company tools to perform their job is also a customer. The way a company supports that internal experience is a form of customer care, just as crucial as external customer service. For businesses to thrive, they must recognise that their customers are not just the end-users of their products but also anyone who interacts with the brand. The focus should shift from simply delivering a service to creating a journey that resonates on a deeper level.
The European Accessibility Act Overview
The European Accessibility Act (EAA), officially Directive (EU) 2019/882, was adopted to make products and services more accessible to individuals with disabilities across the European Union. This includes harmonising accessibility standards for digital and physical environments. By 2025, businesses must ensure compliance, or they face legal repercussions. The Act covers a wide range of sectors, including retail, banking, transportation, and telecommunications. The EAA aims to eliminate barriers created by varying national standards, ensuring a consistent level of accessibility for consumers while simplifying cross-border trading for businesses.
The European Accessibility Act: A New Opportunity to revolutionise Customer Experience
Regulations often present challenges, but they also unlock opportunities. Rather than seeing them as mere compliance tasks, businesses can use them to rethink and strengthen their strategies. The European Accessibility Act (EAA) offers a unique chance to reshape customer experience (CX) practices.
For organisations looking to stand out, the EAA is more than just a regulatory requirement—it is an invitation to improve accessibility for everyone, not just those with visible disabilities. It encourages businesses to adopt a more holistic view of accessibility, accounting for the needs of users with physical, cognitive, or invisible disabilities.
By establishing common accessibility standards across EU member states, the EAA pushes companies to rethink their offerings and better serve diverse customer segments, including older adults and individuals with temporary impairments. This aligns with the principles of universal design where websites and physical stores are designed to be "perceivable, operable, understandable, and robust" (POUR principles). It means creating products and environments usable by all without the need for adaptation.
Improving accessibility is not just about meeting legal obligations; it opens doors to new and underserved markets, enhances brand reputation, and builds stronger customer loyalty. Businesses that embrace accessibility as a strategic advantage will be better positioned to thrive in a competitive marketplace.
From a CX perspective, the EAA challenges businesses to place inclusivity at the heart of service design. Accessibility goes beyond compliant websites or accessible physical spaces—it is about delivering seamless, dignified experiences for all customers, regardless of ability. Companies that embrace this inclusive approach will likely see long-term gains in customer satisfaction and loyalty.
The EAA is also expected to accelerate digital accessibility across key industries such as retail, banking, transportation, and media. Businesses must now ensure that websites, apps, and even ATMs are user-friendly for people with disabilities—driving innovation in customer-centric design. Accessibility is no longer just about providing ramps or Braille but creating an environment where every customer can navigate services and products with ease, regardless of their abilities.
Ultimately, the EAA serves as a “forcing function” for businesses not only in the EU but globally. Any company offering products or services within the EU must comply with these standards, regardless of its location. This has significant implications, particularly for sectors heavily reliant on digital interfaces like e-commerce, finance, and transportation, pushing companies to lead with accessible, inclusive design.
Sectors Most Affected and Opportunities for Innovation
While some businesses may view the EAA as a compliance hurdle, forward-thinking companies will see it as an opportunity to innovate. The EAA encourages the development of accessible technologies, such as AI-driven customer support systems that cater to users with disabilities, and physical interfaces designed with inclusivity in mind. This applies to different sectors:
Retail: Retailers will need to rethink how accessible their physical stores and e-commerce platforms are. This might involve redesigning websites, making customer service interfaces simpler to use, or even changing how products are packaged.
Banking: ATMs, mobile banking apps, and websites will need to comply with the new rules, allowing people with disabilities to access banking services without barriers. Transportation: Ticketing systems, check-in machines, and transport apps will need to be made fully accessible, improving the experience for all customers.
Challenges of Implementation
While the EAA creates opportunities, it also presents challenges, such as ensuring accessibility across all digital and physical touchpoints. Many businesses, especially smaller ones, may struggle with the cost and complexity of updating their systems to meet the EAA’s standards. Moreover, catering to both visible and invisible disabilities, such as cognitive or psychological impairments can be challenging.
A critical aspect of the EAA is its commitment to inclusivity, but the ethical challenge lies in creating a balance between universal design while catering to individual needs. Some disabilities are invisible—for example, mental health issues or neurodiverse conditions—making it tricky for businesses to design one-size-fits-all solutions.
The ethical dilemma for businesses is whether they can ever fully cater to the diverse range of disabilities while maintaining their operational efficiency. This requires ongoing training, awareness, and investments in personalised customer support.
Future Outlook
Looking ahead, the role of AI and emerging technologies in improving customer experiences for people with disabilities will be a game-changer. Automated systems, such as virtual assistants that can interact with customers in various languages or formats, are already making strides toward inclusivity. The EAA is likely to spur more advancements in this area, with companies increasingly integrating these solutions into their CX strategies.
In the next 5-10 years, companies that embed accessibility into their culture, not just their legal obligations, will be better positioned to thrive. Customer experience in the future will focus on human-centred design where inclusivity is seen not as an added feature but as a core value. The future of customer experience will likely be a blend of cutting-edge technology and the human touch, ensuring that every customer feels valued and supported.
Conclusion
As the 2025 deadline for the EAA approaches, businesses should consider the broader implications of customer experience. In an age where diversity and inclusion are central to business strategies, rethinking CX through the lens of accessibility could be one of the key to long-term success.
In closing, it would be worth reflecting on how your business not only can comply with the EAA but also use it as a catalyst for innovation and better customer engagement. By taking a proactive approach, we can build a future where customer experience is truly inclusive, enriching the lives of all customers, regardless of their abilities.
Retail Reply specialises in guiding businesses through this transformation—helping their clients navigate compliance, implement accessible design strategies, and unlock new opportunities for growth.
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