b'customer, like exchanging written notes with a deaf or hard-of-hearingRetailers cannot ask for documentation or proof that the animal customer who has come in for a ring repair. has been trained or licensed or require the animal to wear a vest. For more intricate conversations, like applying for financing forOutside of the written rules included in the ADA, disability a jewelry purchase, a better option would be to provide a customeradvocate Rivera shared her insight on how to communicate with her who is deaf with a sign language interpreter. effectively and respectfully.The revised ADA regulations also allow retailers to make use ofIts very important for retailers to educate their staff about how to new technologies, like video remote interpreting, a service thatinteract with blind people, she says, specifically how to guide them.virtually connects a retailer and customer with an interpreter. Some people grab her arm to guide her around, she says, but its It is the retailers responsibility to provide this service, unlessmore helpful, and respectful, if she holds your arm. doing so would be an undue burden, which is determined by theIts very important for people not to touch us, or touch our canes, overall resources of the business. Even then, retailers are expectedor violate our personal space, she says.to provide an alternative, if possible. This rule extends to all mobility devices, including wheelchairs, ac-Many of those who are deaf or have other hearing or speechcording to the ADA National Network, which provides information, disabilities use a text telephone or text messaging rather than atraining, and guidance on ADA compliance.standard phone.It shared a list of tips for serving a customer with disabilities, The ADA has a free telephone relay network set up to enableincluding the following.these individuals to communicate with businesses and vice versa. Some customers will have difficulty communicating or will navigate A person using this device can call the relay service by dialing 711,the store more slowly, so be patient and give them the time they need. and a communications assistant will call the businessI appreciate when people are patient with me, for them and relay their typed messages, then shareRivera says. Its very important for me to move in the retailers response with the caller.A retailers staff should be aware of this possibility and5 FOR BETTER SERVING accept these calls, said the ADA, adding that the commu-nications assistant can explain how it works, if necessary.For customers who are blind or have low vision, making large-print materials and assistive listeningTIPS CUSTOMERS WITH devices available is helpful.A reasonable accommodation would include read- DISABILITIESing a price aloud to them. For more complex transactions, retailers can share information in an audio format, like a voice note, or1. BE WELCOMING TO SERVICE ANIMALS. send an email so the customer can use a screen reader.When communicating via social media, be sure to repeat any textRegardless of a no-pets policy, retailers must allow on the image in the caption, as some programs cant read infographics. service animals into their store. Under the ADA, only According to the ADA, customers in need of assistance usually willdogs are recognized as service animals, and they must share which format theyd like to receive information in, but it is OKbe individually trained to do work or perform tasks for to ask if they dont. people with disabilities.PROPER ETIQUETTE 2.DIRECT YOUR ATTENTION TO THE CUSTOMER.As with all social interactions, there are some written (andSome customers may be accompanied by a companion unwritten) rules that retailers should follow when serving customersor interpreter. Focus your attention on the customer, not with disabilities. on their companion.Most importantly, while one can ask what accommodations a3.YOUR WEBSITE ACCESSIBLE.MAKE customer would like, a public entity or private business may not ask about the nature or extent of their disability, as per the ADA. Accommodations should extend to your online store.Talk to your web developer about making it more accessible.As for service animals, retailers may only ask these two questions: Is the animal a service animal needed because of a disability? and4. YOUR HANDS TO YOURSELF.KEEPWhat work or task has the animal been trained to perform? Consider a customers wheelchair, cane, or other These questions can only be asked if it is not obvious why themobility device part of their personal space.service animal is needed.Under the ADA, the only animals officially recognized as service5. BE PATIENT. animals are dogs that are individually trained to do work or performCustomers with disabilities may need more timetasks for people with disabilities.to navigate the store or express themselves.Notably, some state and local laws have a broader definition of what constitutes a service animal, with information available from the attorney generals office in each state. NATIONAL JEWELER 15'