At some time most companies will have telephone conversations with people who find it difficult to make an informed decision about the choices offered to them – choices such as changing a utility supplier, selecting a product, general customer enquiries or making a charitable donation. This may be those who have a diagnosed condition like dementia; those who have an undiagnosed or temporary mental health condition such as severe anxiety; those with learning difficulties or literacy issues; or those who have problems understanding the language.

Ofcom research has found that disabled people have difficulty dealing with call centres. Under the Equality Act 2010 (formally the Disability Discrimination Act) it is illegal to discriminate. This means that when a call centre identifies that a consumer has a disability they must make reasonable adjustments to accommodate them – for example, proactively suggesting solutions that may help these consumers make informed choices, and taking steps to ensure that they fully understand key documents such as the quotation, the contract and the guarantee. Good service makes good business sense.

Contacting consumers by phone to sell, upsell, cross sell products or offer new tariffs is important for both parties. The company wants to promote its products, and the consumer wants to benefit from any improved offers. It is important that vulnerable consumers are not ‘locked out’ of these dialogues.

Normally in a commercial transaction there is the assumption that the buyer knows what they want and can make an informed choice about the most appropriate product or service. However, vulnerable consumers can be trusting and believe that a sales representative (whose motivation is to sell) is acting in their best interests in an advisory capacity – this leaves them at risk of being manipulated by unscrupulous operators.

The Silver Marque partners are especially aware of the vulnerable nature of some customers and meet regularly to share best practice in marketing and customer service and a common work ethic in treating the customer fairly.

Source: DMA

So why are 40% of disabled people left to fend for themselves?

Why are elderly people encouraged to wear incontinence pads before they actually need to do so when what they really need is a person to assist them to the toilet?

Why are the wards filled with people with urinary infections and complications (including accelerated confusion leading to dementia) because no one visited them at home? No one proactively gave the clinical care to avoid this undignified, distressing and expensive situation.

We are told it’s all about the recession but surely even basic economic common sense shows that it is obviously more expensive to cut back on daily community care and support than it is to take preventative action.

The Dignity Action Day on February 1^st 2013 must act as a wake-up call for us all including those in authority of whatever political persuasion. With the right respect and provision of aids for daily living, practical support, time and clinical care, our elderly and disabled neighbours will manage their daily tasks. This will conserve their health and wellbeing and our economic resources. Dignity is the most basic of human rights. It is also economic logic.

However, over the last few years more people have begun to realise they can help them stay in their homes longer, relieve the pain of moving around and dedicate more time to the things they enjoy.

At the same time, product innovation is having a huge impact on what mobility products can do and how they are perceived.

Indeed, a number of revolutionary products have been launched this year which are more functional, smaller, better looking and fit more easily into the home. This shift towards more consumer friendly and less utilitarian products is helping improve the image of mobility solutions.

These include saddle style stairlifts designed for people who have stiffness in their leg joints, as well as totally new concept home lifts that actually aren’t mobility products at all but can be used to overcome mobility issues.

Innovative new products such as these are making solutions better suited to people with a wider range of requirements and changing perceptions by making them more relevant to a younger audience.

In particular, vertical home lifts don’t require any major structural alterations to be installed so can be fitted practically anywhere in the home.

Home lifts are not just mobility aids but are a lifestyle choice for anyone wishing to future proof their home.

This is important because it is now government policy to help people stay in their homes for longer.

The Draft Care and Support Bill, published in July 2012, is centred around intervening earlier so as to reduce demand on intensive hospital services and empower individuals with more information so they can select their own care.

Part of this solution involves making aids and adaptions more available so that the elderly do not need to go into care homes, move in with relatives or downsize.

The reasoning for this approach is simple: it’s not only more affordable from the government’s perspective to keep people in their homes, but individuals prefer to keep their homes and retain their independence.

With 2013 almost here, we can look forward to a year of continued product innovation and changing attitudes to mobility solutions that will hopefully continue to help change out-dated perceptions and assist more people to live life to the full in their homes.

As the only event of its kind in London, Naidex provides an unmissable opportunity for the estimated 1.4m disabled people living in and around the capital to get first hand advice and guidance on the products and services available to them.

New features have been added to Naidex South 2012, all of which are designed to ensure that each and every visitor is catered for. The show is also capturing the excitement of 2012 and continuing the Paralympic legacy with Paralympians opening the show and the Sports Showcase. This interactive feature will showcase the talents of disabled athletes via a range of sports, all in the actual venue where the Paralympics have taken place! It is also your chance to find out how you can get involved in new and exciting sports in your area.

Also back by popular demand, Meet the Expert provides a unique service designed to answer your questions and give you invaluable advice via a drop in facility, offering free 30 minute meetings with top industry experts covering a host of topics ranging from career options, advice on the psychological effects of disability and up-to-date information regarding the disability allowance.

Many of the Silver Marque partners will be at Naidex, whether exhibiting or attending. How about you? Tickets are free when you register on the website

As arthritis affects so many of our customers, it’s important that we keep abreast of the latest studies and campaigns in order to aid our product development.  Many will not know that there are around 200 types of arthritis – some are hereditary, some result from a sports injury and others are simply a result of growing older.

According to statistics, around 70% of all 70-year-olds have some form of arthritis, with nearly 72% of these fulfilling the legal definition of being disabled. Rheumatoid arthritis, which can strike at any age, affects around 680,000 people and around three times as many women as men. For some it starts gradually whereas for others it progresses very rapidly, but for all it is potentially a disabling lifelong condition.

Therefore, it’s important that people at risk, or their carers, do as much as they can to make life easier and reduce the likelihood of a fall, which can be far more likely for those with arthritis.  By removing unnecessary hazards in the home, installing appropriate equipment, taking exercise and eating a healthy diet, people can take a big step towards helping themselves.

One area in the home that is particularly important is the bathroom where many accidents happen.  Installing a walk-in bath or easy access shower can make such a difference to anyone with arthritis by significantly reducing the likelihood of a fall, so gives the user the increased confidence to bathe safely by themselves.  There are specific walk-in baths that can also help arthritis suffers by providing therapeutic benefits, particularly those with a hydrovescent therapy option as it encourages blood circulation and decreases inflammation – easing the pain associated with the condition. Bathing safely and comfortably means so much to people and having the right bath or shower really does make a difference. In fact, the Arthritis Foundation has recommended selected companies and their walk-in baths, which really endorses the benefits they bring.

Charities and events such as World Arthritis Day today (Friday 12^th October) are so important in raising awareness of arthritis and providing practical support and help to many suffers. That’s why we are  supporting the efforts of World Arthritis Day by donating 10% of sales on the day to charities that support arthritis research and sufferers.

Getting involved in this awareness day can make such a difference and help transform the life of an arthritis sufferer. Are you doing anything to mark and support the day?

Being a carer, whether full time or part time, is all absorbing and demanding. Yes, it IS about endlessly dealing with the practical personal issues of washing, toileting, dressing, undressing, mealtimes, shopping, cleaning etc but it is also about trying to maintain an anxiety-free, calm and happy ambience within a familiar environment.

This is much more difficult and can be hugely stressful for the loving, committed carer. Someone who cannot cope without a carer, for whatever reason, be it physical disability, chronic illness or mental deterioration of any kind, is a prisoner, trapped by the restrictions imposed by their disabilities. Frustration, depression, anger, grief and sadness are the major daily challenges for the sufferer and the carer alike.

For many people there is also the reality of the knowledge that matters are almost certainly going to worsen. This means that as well as dealing with the needs of ‘now’ there has to be a persistent focus on plans B and C, ready to put in place according to imminent requirement.

Sometimes the responsibilities are overwhelming and yet, remarkably and wonderfully, carers go on caring, doing their best in often tight economic circumstances, and frequently even though their own health is failing.

Although there are aids and caring systems available to help facilitate daily living at home, many are struggling without such invaluable help. Living as independently as possible at home for as long as possible is often viewed as the best solution. Home is where most of us are happiest.

Since the report, it is hoped that central government and local communities will prioritise and take definite action to invest in more support for carers and the cared for.

Any day you and I might need it.