Customers with a disfigurement or visible difference

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How to help

Some people are born with a disfigurement or visible difference and others acquire it through an accident or illness. Social attitudes mean that living with a disfigurement or visible difference can be a major challenge. Some people can experience high levels of social anxiety and lower self-esteem and confidence.

Unfortunately, four-fifths of people with a visible difference have experienced unpleasant comments from a stranger; and almost half from people working in shops. Almost half feel vulnerable travelling on public transport [Changing faces, 2017, Disfigurement in the UK, available at www.changingfaces.org.uk/campaign/dituk].

In this resource you can find out how your response can make a positive difference to the customer’s experience.

Speaking to the customer

• Don’t be put off by someone’s different appearance. Don’t turn away in the hope that someone else will help the customer.
• Remember that a person’s ‘looks’ may be different, but that doesn’t mean they are different in any other way. Treat them as you would any other customer. Be careful not to stare and do not ask intrusive questions about the person’s disability or express pity.
• Concentrate on what a person is saying and respond.
• If the customer mentions their disability, then think about the language that you use in response. Some people may feel comfortable with the term ‘disfigurement’. Others may prefer ‘visible difference’.

A welcoming environment

• Help to create a welcoming environment and encourage colleagues and customers to do the same.
• If a customer makes jokes or unkind comments about another customer’s appearance, explain that this is unacceptable behaviour and that they will be asked to leave if they don’t stop.