LENS: CITROËN
Citroën has become the first car manufacturer to introduce British Sign Language across all its retail operations, in an effort to strengthen its communications and inclusion offering to customers in the UK.
With 11 million deaf and hard of hearing people in the UK, Citroën has partnered with SignLive, a video relay service that allows deaf and hard of hearing individuals to access a fully qualified British Sign Language interpreter via phone or tablet.
Joel Kellhofer, CEO of SignLive, says, “The process of purchasing a car has, up until now, been inaccessible for the deaf community, with retail experiences on the whole a regular challenge for deaf and hard of hearing people. It is great to see a leading retailer like Citroën make a positive change.”
The launch video features Eurig Druce, managing director of Citroën UK, as he announces the launch of the ‘French Car that Speaks your Language’ campaign. The title aims to show that while it may be a French brand, Citroën understands the wants and needs of customers in the UK.
Druce says, “We understand the needs of our customers and work to exceed those expectations through our products and services. By partnering with SignLive, we once again demonstrate how our customers inspire our thoughts and actions as we improve the way we serve deaf and hard of hearing people.”
Video Remote Interpreting has been installed on tablets in Citroën premises across the UK, which will allow staff to call an interpreter who can then communicate with deaf or hard of hearing customers in between 5-20 seconds. Citroën UK’s retailer network will also receive training to ensure they can operate the technology.
"British Sign Language is used by 150,000 people in the UK, and as a brand, we recognised the need to do more for our customers. We are very proud at Citroën, to be the first manufacturer to offer this new level of customer service and hope the rest of the industry follows in our footsteps,” adds Druce.
By highlighting that Citroën is the first car manufacturer to offer this service, the brand positions itself as an active campaigner for inclusion and accessibility in its internal and external comms. Citroën has also pledged to improve disability representation across its UK advertising and communications campaigns.
