STAMMA and Starbucks UK launch ‘first of kind’ training to support people who stammer
Starbucks, partnering with STAMMA, a UK charity, has launched a training programme for its coffeehouse baristas that aims to better support customers who stammer.
STAMMA and Starbucks UK launch new training to help baristas better support customers who stammer and create more inclusive coffeehouse experiences
STAMMA, which represents more than half a million people in the UK who stammer, has focused on highlighting the everyday barriers people who stammer face, particularly in retail and hospitality settings. The charity approached Starbucks UK, where verbal interactions and the request to share names are built into their customer experience. Together, they have explored how practical training could help make those moments more accessible and inclusive.
Following the success of the programme, STAMMA is calling on other businesses to adopt similar training to make retail environments more accessible for people who stammer, or have speech differences. There is no known cure of stammering, which is why it is urging businesses to ensure their systems and processes are accessible.
Jane Powell, CEO, STAMMA says ‘’ We are so proud of this piece of work, to have an iconic brand like Starbucks proactively providing training around stammering is a world first; until now stammering simply hasn’t been seen as a disability issue to take seriously. We’re delighted with the training which will have a real-world impact on customers who stammer.’’
Lamu, barista at Starbucks UK, adds": ‘’The training has been really useful in helping me understand how to better support customers who stammer. Sometimes your instinct is to fill a pause in conversation, but that isn’t always helpful. It’s taught me to be more aware of how I engage with customers and how small changes can help make sure everyone feels comfortable and welcome in our coffeehouses.’’
The training is part of Starbucks commitment to create a welcoming coffeehouse experience for all customers. It has been integrated into its gamified training platform for UK coffeehouse baristas, helping them to develop skills they need for the workplace and that they can take beyond the apron.
Within the training, baristas learn key facts about people who stammer and how best to create a welcoming, supportive environment. Crucially, baristas then have the chance to put that learning into practice, receiving feedback on how they choose to approach different situations, winning points for getting responses correct and receiving guidance on how to improve if they don’t.
Since its roll-out, feedback from Starbucks baristas and customers in the UK has been overwhelmingly positive, baristas have reported they feel more confident in recognising and responding to the needs of customers who stammer. The initiative highlights the impact small, practical changes in customer interaction can have in creating a more inclusive experience for all, those involve claim.
