By DPS Magazine Staff
Part 2 of 2
Today’s communications must offer accessibility across all channels. The first part in this series provided a look at customer communications management (CCM) solutions that address increased accessibility demands.
Here, we share commentary from Ernie Crawford, president/CEO, Crawford Technologies, providing a deep dive into the accessibility challenges of today.
DPS: CCM covers the creation, delivery, storage, and retrieval of outbound communications, often on regulated documents. What are the primary challenges in regards to growing accessibility demands?
EC: Timely delivery of alternate formats, such as PDF, PDF/UA, braille, large print, and other formats that are compliant with the Web Content Accessibility Guidelines international standard (WCAG) is one challenge. Some of the issues that may be encountered are lack of awareness and training as content creators may not be familiar with accessibility standards, which leads to delays.
Also an issue, complex and siloed processes where accessible format creation might involve multiple departments such as design, IT, and accessibility specialists, with disconnected workflows that result in delays and communication breakdowns.
Inadequate technology and tools, outdated software, limited access to specialized tools, such as braille embossers and PDF remediation tools, and reliance on manual processes, all can slow down production.
Limitations in resources like insufficient staffing, along with competing priorities, can pose challenges in allocating the required resources for prompt delivery of accessible formats.
Then comes the legal aspect, involving not just data security but also the adherence to legal compliance requirements, including WCAG, Section 508, Centers for Medicare and Medicaid Services (CMS), and others. Communication across diverse channels—email, digital delivery, print, and SMS—may involve distinct compliance criteria for each. Unfamiliarity with these requirements can result in significant consequences, such as delivering communications that fall short of accessibility standards. This could leave users unable to comprehend the information in their communications, potentially leading to financial risk arising from litigation, costs and fines, not to mention the potential for damage to the organization’s reputation.
Other challenges that may arise include document storage and retrieval, retrieval efficiency, integration with existing systems and, not to be overlooked, human error. However, the ones mentioned earlier are likely the most formidable.
DPS: How are these challenges being addressed?
EC: Organizations have various strategies at their disposal to tackle these challenges. Some of the commonly utilized approaches are allocating resources and investing in automation.
Allocating resources to improve the organization’s document accessibility awareness and training can be helpful. Organizations should select the option for doing so that is most practical, sustainable, and cost effective for their specific environment. Awareness and training involve designating accessibility champions within relevant areas of the organization to promote understanding and offer continuous training on document accessibility compliance and best practices.
Investing in automation can significantly enhance the capability of CCM systems to deliver successful document accessibility swiftly, efficiently, and accurately by automating the tagging and remediation process. Tools incorporating artificial intelligence (AI) into this process can automatically identify and tag documents as required. By creating accessible content templates that adhere to guidelines like WCAG and other document accessibility standards, the necessity for manual accessibility checks is minimized. This accelerates the process and allows human resources to be redirected toward more intricate tasks.
Automation also enhances compliance and reporting by conducting automated compliance checks, thereby minimizing the risk of legal issues and penalties. Simultaneously, automation facilitates the generation of comprehensive reports on document accessibility, aiding in the tracking progress and showcasing a dedication to inclusivity.
Furthermore, automation contributes to heightened efficiency and scalability. By minimizing manual tasks, it liberates human resources for more strategic tasks and enhances the scalability of the process, enabling the handling of substantial volumes of documents. This makes it particularly well suited for organizations with high output or variable demands.
Addressing accessibility challenges is an ongoing process. While these solutions may serve as a foundation, consistent monitoring, evaluation, and updates are essential to guarantee that a CCM system delivers accessible communication for all users.
DPS: Are these upcoming laws/regulations that impact the necessity for accessibility for an organization’s outgoing communications?
EC: The landscape of laws, rules, and regulations related to communication accessibility is dynamic and continually evolving. In the U.S. alone, developments include Title II Web Accessibility—scheduled for Spring 2024, the planned implementation of the Medical Diagnostic Equipment rule in 2025, and the recent CMS Final Rule (CMS-4201-F), also referred to as the Medicare Advantage and Part D Final Rule, released in 2023 and effective in 2024. These changes can significantly impact how documents are presented when it comes to accessibility. Globally, there are emerging regulations, with WCAG 3.0 expected to play a pivotal role in document accessibility. Although a definitive release date has not been announced, its introduction is anticipated in the coming years. It’s imperative to stay vigilant as more regulations worldwide are emerging and are expected to take effect in the near future.
The future of communication is bright, paved with a steady stream of laws and regulations that are pushing us toward a more inclusive society, fostering equal participation for everyone. For instance, the recent CMS Final Rule tackles not just document accessibility with alternate formats such as accessible PDF, HTML, braille, large print, audio, and more, but also language translations. This is a powerful example of how regulations can break down barriers and create a world where information and understanding are truly accessible to all.
DPS: Out of the many channels covered by CCM, which is the most complicated in regards to accessibility? Why is this?
EC: With the right tools, effectively managing the delivery channels of accessible communications within CCM systems can be categorized into two primary groups—digital and physical/tactile. Digital channels encompass platforms like email, websites, mobile, and social media. On the other hand, physical/tactile channels involve printed materials, incorporating formats such as braille and large print.
Accessible digital communications share a common structure, necessitating the inclusion of tagged elements for interpretation by assistive technologies. Consequently, most digital channels require a comparable structure, which can be optimized through software solutions. By automatically applying the right tags and structure, such solutions ensure consistency across various digital channels.
Physical/tactile accessible communications differ somewhat. While software solutions excel at generating large print and braille formats, true accessibility requires specialized equipment. High-quality printers for large print and braille embossers for tactile reading complete the picture. Creating accessible physical/tactile formats is the most intricate, involving expertise in data formats, proficiency with equipment and the necessity for specialized tools such as printers and embossers.
DPS: Do you foresee this channel(s) becoming less or more complicated in the future?
EC: Reflecting on communication accessibility from 20, and even ten years ago, it was considerably more complex compared to today. Technological advancements, the integration of AI, automation and cutting-edge software solutions have significantly simplified the process. This trend suggests that creating large print and braille formats will only become easier in the future.
Apr2024, DPS Magazine
