How Businesses Can Ensure Digital Systems Don’t Exclude Customers

As more organisations move services online, digital systems are becoming the main gateway to everyday life. Bills, appointments, banking, shopping, and customer support increasingly operate through apps, websites, and automated tools. While this shift has improved efficiency and convenience for many, it also introduces new risks of exclusion.

As explored our previous piece, When Businesses Automate Access, Who Gets Locked Out?digital transformation can unintentionally create barriers for people who lack access, confidence, or familiarity with technology.

Businesses therefore have an important role to play in ensuring that digital systems remain inclusive rather than restrictive.

This guide outlines practical steps organisations can take to design systems that serve all customers, not just the most digitally confident.

1. Maintain Human Support Options

Digital tools should enhance service delivery, not fully replace human interaction.

Businesses can improve inclusion by:

• Offering phone or in-person support alongside digital channels

• Providing clear pathways to reach a human agent when needed

• Ensuring staff are trained to assist customers with digital navigation

Hybrid systems allow customers to choose the level of support they need.

2. Design for Simplicity and Clarity

Complex digital interfaces can discourage users who are unfamiliar with online systems.

Good design practices include:

• Using simple, clear language

• Minimising steps required to complete tasks

• Avoiding technical jargon

• Providing visual guidance and prompts

User-friendly design reduces friction for all customers.

3. Offer Assisted Digital Support

Some organisations provide structured help for customers transitioning to digital systems.

Examples include:

• Guided tutorials or walk-through videos

• Digital help desks in physical locations

• Community training sessions

These initiatives build confidence rather than forcing immediate adaptation.

4. Avoid Digital-Only Pricing Structures

Digital exclusion can create hidden financial disadvantages.

Businesses can promote fairness by:

• Ensuring offline customers are not charged higher fees

• Providing alternative access to discounts

• Maintaining equitable pricing across channels

This prevents technology from becoming a barrier to affordability.

5. Ensure Accessibility for Diverse Needs

Inclusive digital systems must consider a wide range of user circumstances.

Key considerations include:

• Compatibility with assistive technologies

• Clear navigation for users with limited literacy

• Multilingual support options

• Flexible verification processes

Accessibility should be embedded from the design stage.

6. Provide Clear Error Recovery Paths

Digital systems often fail users when problems arise.

Businesses can improve resilience by:

• Offering simple ways to reset accounts

• Providing visible help options when errors occur

• Avoiding automated loops without escalation paths

Reliable recovery processes prevent frustration and abandonment.

7. Test Systems With Real Users

Inclusive design requires input from diverse audiences.

Organisations should:

• Conduct usability testing with different demographic groups

• Gather feedback from older users and non-technical customers

• Continuously monitor barriers and pain points

This ensures systems reflect real-world experiences.

8. Treat Digital Inclusion as a Business Priority

Inclusive systems are not only socially responsible but commercially beneficial.

Benefits include:

• Higher customer satisfaction

• Broader market reach

• Reduced support costs over time

• Stronger brand trust

Accessibility strengthens long-term business resilience.

Why Inclusion Matters

Digital transformation is reshaping how customers interact with organisations. However, as highlighted in the Type A analysis, systems designed solely for efficiency can unintentionally exclude those with limited digital access or confidence. Inclusive design helps ensure that technological progress benefits the widest possible audience.

Ultimately, digital systems should not act as barriers but as bridges — connecting businesses with customers in ways that are convenient, fair, and accessible to all.