The nature of work keeps evolving in every industry, and publishing is no exception. Most media organizations are transitioning to a hybrid approach, with teams spending some days in the office and others at home, CNBC reports. That echoes broader workforce trends, as 42% of full-time employees in the U.S. reported having a hybrid model, according to Gallup polling.
Because telecommuting is a trend that Gallup and many others expect to continue, tech accessibility should be top of mind for media owners, whose employees rely on software more than ever to stay connected. And since CRM—short for customer relationship management—systems are at the heart of a media company’s operations, it’s a good place to begin creating a more inclusive, connected experience.
Here are three ways to improve CRM accessibility.
1: Speech-to-text (and vice versa)
Tools to convert the spoken word into text are already widely used today. Smartphones translate voice recordings into SMS messages, and services like Otter create transcripts of uploaded audio files. Tech giants like Google and IBM have their own popular tools, while the market for this assistive technology is forecast to swell to $5.8 billion USD by 2027.
Yet not every CRM has speech-to-text capabilities, despite the fact that those with assistive features provide a more accessible user experience. One in six people over the age of 44 has a visual impairment, and many who don’t still find speech-to-text features convenient for hands-free multitasking and workflow efficiency. Lineup’s Adpoint CRM boasts built-in voice capabilities so team members can use their voices to capture meeting notes and actions. This is a feature that helps the visually impaired, as well as those with brain-based learning differences such as dyslexia.
2: Interface design
The right customization options and settings can make software interfaces more inclusive. One example is found right in Adpoint CRM. It gives users a choice of color schemes that have been optimized for those with color vision deficiency, commonly called color blindness.
If you’re wondering what an accessible interface skin looks like, there are a number of common elements. Generally, you should avoid rainbows and the color red, especially when it’s paired with green, according to the science journal Nature. That’s because red-green color blindness is the most prevalent form.
Although gray scale is an accessible option for color blindness, there’s no need to shy away from color. Instead, CRM developers can look to web tools such as Coblis and Color Oracle. These web apps simulate what users with color vision deficiency actually see, so developers can program accessible yet colorful interfaces.
Other design elements that aid accessibility can be as simple as bigger font sizes and minimal graphics, marketing news website ClickZ notes.
3: The cloud
A cloud-based media sales solution like Adpoint offers unmatched accessibility when compared to CRMs that are only available on-site, such as an application that runs on an office’s intranet. Cloud-based adtech gives employees on-the-go access to the data they need, whenever—and wherever—they need it.
When accessing a cloud-based CRM, just make sure to incorporate increased cybersecurity measures, such as connecting to a virtual private network (VPN). Accessibility and security can go hand in hand.
The bottom line
While the need for accessible workplace design long predates the rise of remote work, the pandemic accelerated its importance. “COVID highlighted the need for organizations to adapt the technology they already have to meet the evolving needs of their employees,” says Nita Watkins, CRM Product Manager at Lineup. As work environments continue to evolve, flexibility and accessibility have become essential considerations in how businesses support their teams.
Adopting a CRM with accessibility features can establish a more inclusive work environment and empower your advertising sales team. “Employees who can benefit from improved accessibility have always been a part of our teams, and, moving forward, accessibility in tech means that you can ensure that they always will be there,” Watkins adds.
