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NYNEX COMMITMENT TO UNIVERSAL DESIGN

BY
JAMES M.BARRY
NYNEX

Web Posted on: November 22, 1997


NYNEX HAS MADE A CORPORATE COMMITMENT TO THE TO THE CONCEPT OF UNIVERSAL DESIGN. THIS CAN BE VIEWED ON THREE LEVELS.

  • THE FIRST, ON A FEDERAL LEVEL AS AN AGGRESSIVE RESPONSE TO THE TELECOM ACT OF 1996.
  • THE SECOND AS A RESPONSE THE INCENTIVE AGREEMENT IN NEW YORK STATE BY FORMING THE UNIVERSAL DESIGN COMMITTEE
  • THE THIRD AS A CORPORATE WIDE MARKETING INITIATIVE TO BE INCLUSIVE OF ALL OUR CUSTOMERS.

WE ACCOMPLISHED THE ABOVE BY FORMING THE UNIVERSAL DESIGN MARKETING PRINCIPLES TASK FORCE. THIS TASK FORCE, WITH TOP MANAGEMENT SUPPORT AND ENCOURAGEMENT, WAS ABLE TO BRIDGE THE GAP ACROSS THE TRADITIONAL CORPORATE DISCIPLINES. WITH THIS COMBINED EFFORT, WE WERE ABLE TO ESTABLISH COMMON GOALS AND SET REALISTIC OBJECTIVES TO SERVE THIS CUSTOMER BETTER.

THE TREATMENT OF THE FEDERAL ISSUES WILL BE ADDRESSED IN ANOTHER SESSION. THIS PAPER WILL DEAL WITH THE LAST TWO POINTS.

THE PARAMETERS FOR THE UNIVERSAL DESIGN COMMITTEE WERE OPEN AND DESIGNED TO STIMULATE EXTENSIVE FEED-BACK TO THE PRODUCT DELIVERY PROCESS. THE MEMBER RANGED FROM: PRODUCT DEVELOPMENT STAFF, ACADEMIC & MEDICAL PROFESSIONALS, CARE GIVERS, AND CONSUMERS WITH DISABILITIES THE MEMBERS WERE GIVEN OPPORTUNITIES TO TEST, EVALUATE, AND RECOMMEND PRODUCT IDEAS. THESE PRODUCT EVALUATION TRIAL OPPORTUNITIES. EXTENDED TO THE CUSTOMERS CONTACTS OF THE COMMITTEE MEMBERS. THE TRIAL IS STILL UNDERWAY.

THERE IS A PARALLEL EFFORT SPONSORED BY THE CONSUMER AFFAIRS GROUP OF NYNEX. THIS GROUP IS ATTEMPTING TO UNCOVER THE T/C NEEDS OF PEOPLE WITH FUNCTIONAL LIMITATIONS THROUGH THE TRADITIONAL CUSTOMER OUTREACH EFFORT.

WE USE A ROUNDTABLE FORMAT TO STIMULATE THE EXCHANGE OF AND COLLECTION OF PERTINENT DATA. WE THEN USE THEIR THOUGHTS, EXPRESSIONS OF CONCERNS, THEIR VIEWS AND WISHES FOR NEW P/S OFFERINGS TO "FEED" THE MARKETING PROCESS. THE CUSTOMER FEELS A "BUY-IN" TO THE PRODUCT.

ADDITIONALLY, THE INPUT FROM THIS GRASS ROOTS CONSUMERS BASE FUNCTION ALLOWS NYNEX TO RESPOND TO CHANGING NEEDS ON A LOCAL LEVEL.

THE SECOND PART OF THE PAPER WILL REVIEW HOW THE FOLLOWING PRINCIPLES WERE DEVELOPED.

RECOMMENDATIONS

  • 1. NYNEX IS COMMITTED TO PRODUCING QUALITY SERVICES THAT CAN ACCOMMODATE THE BROADEST RANGE OF USERS, INCLUDING INDIVIDUALS WITH DISABILITIES.
  • 2. NYNEX WILL CONDUCT A REVIEW OF ITS EXISTING SERVICES TO DETERMINE WHICH SERVICES SHOULD BE MADE MORE ACCESSIBLE.
  • 3. NYNEX WILL STRIVE TO DESIGN AND DEVELOP ITS SERVICES SO AS TO BE ACCESSIBLE TO A BROAD RANGE OF USERS, INCLUDING INDIVIDUALS WITH DISABILITIES.
  • 4. NYNEX WILL MARKET AND PROVISION ITS SERVICES IN A MANNER CONSISTENT WITH THE UNIVERSAL DESIGN PROCESS.
  • 5. NYNEX WILL EMPLOY THE UNIVERSAL DESIGN CONCEPT NYNEX WIDE , IN ITS RELATIONSHIPS WITH CUSTOMERS, EMPLOYEES, SHAREHOLDERS, AND OTHER STAKEHOLDERS.

CUSTOMER INPUT, LEGISLATIVE COMMITMENTS, AND THE MARKET SIZE REALIZATION LEAD TO A CORPORATE COMMITMENT TO DEVOTE RESOURCES TO ACHIEVE THE TARGETED GOALS AND OBJECTIVES. THE ABOVE POINTS WERE DEVELOPED AND THEN WERE SOCIALIZED AT THE OFFICER LEVEL. THESE POINT ARE NOW PART OF OUR COOPERATE-WIDE MARKETING PRINCIPLES.