Why a 14-Point Jump in a Critical Skill Changes Everything for Your Bottom Line

Last week, I wrote about how critical it is to provide education on ableist and outdated terminology before stepping onto a stage to talk about disability. But real inclusion can't just be a quick primer reserved for executives before a public appearance. It has to be embedded into the everyday culture of an organization.

Consider a pre- and post-education assessment from a medical school curriculum, focused on students transitioning into clinical rotations. Nearly 300 students took an independently administered knowledge quiz before and after the 75-minute session, so the results reflect real knowledge gained, not self-reported feelings.

On the question asking for the most culturally appropriate term for the Deaf community, scores rose 10 points (from 72.1% to 82.1%). But the single biggest gain came from addressing a persistent misconception: how much a Deaf or hard of hearing person can actually understand by lip-reading alone. Correct responses rose nearly 14 percentage points (from 49.1% to 62.8%).

Numbers like these tell a clear story. That single session moved the needle substantially. It proves that default vocabulary can be updated quickly. Fully correcting ingrained habits, however, takes ongoing exposure, which is the exact argument for building inclusion into your culture rather than treating it as a one-time training.

What Does a Double-Digit Lift Look Like in Your Industry?

If you aren't running a medical school, you might wonder: "What does a double-digit increase in awareness have to do with my organization?"

Imagine you run an insurance company, a bank, or a major retail brand. That same lift in staff awareness isn't an abstract HR milestone. It directly shapes how your customers experience your brand.

• In Banking: Front-line tellers and loan officers are far less likely to alienate a customer who is Deaf or hard of hearing, or misjudge what they can follow in a conversation. It means smoother interactions, fewer complaints, and an environment where every customer feels respected.
• In Insurance: Claims adjusters and customer support reps who accurately gauge how a customer communicates avoid the friction of talking past them during high-stress situations, preventing costly miscommunications and building long-term trust.
• In Retail: Store associates equipped with accurate, respectful communication habits can turn a potentially frustrating shopping trip into a loyal customer relationship.

The Domino Effect: CX, Retention, and the Bottom Line

Disability inclusion isn’t just a social duty. It is a business strategy. When you train your teams to discard outdated terminology and communicate accurately, three things happen:

1. Transformed Customer Experience (CX): Customers remember how you make them feel. Closing communication gaps instantly elevates the quality of every interaction.
2. Stronger Customer Retention: The Deaf community, and its allies, are fiercely loyal to brands that get it right. A double-digit shift means significantly fewer lost customers due to preventable, insensitive interactions.
3. A Healthier Bottom Line: Customer acquisition costs far more than retention. By preventing communication breakdowns, avoiding PR missteps, and earning the loyalty of an underserved market, that lift directly protects and grows your revenue.

Inclusion Is a Muscle, Not a One-Time Prep Sheet

A double-digit lift among nearly 300 students entering clinical rotations showed me what's possible with intentional education. Now imagine scaling that level of awareness across your entire customer-facing staff.

Disability inclusion isn't a cheat sheet you glance at five minutes before a presentation. It's an ongoing commitment that elevates your brand, strengthens your operations, and ensures no customer is left behind.

Where could a double-digit lift in inclusive awareness make the biggest impact on your customer experience today?