Home Business Services Bristol Street Motors in Macclesfield Adopts Sign Language Service

Bristol Street Motors in Macclesfield Adopts Sign Language Service

Paul McNeil from Bristol Street Motors Citroen

Bristol Street Motors Macclesfield Citroen is improving its inclusivity with an innovative service for hearing-impaired customers.

The dealership, on Winterton Way has partnered with online interpreting service SignLive to install video equipment, allowing customers to interact with staff using British Sign Language.

SignLive directly links those who need to use sign language to an interpreter by video on a tablet or computer. They in turn translate and tell the sales or service team what the customer is saying, and vice-versa.

There are approximately 11 million people in the UK with some form of hearing loss, and more than 150,000 British Sign Language (BSL) users. The SignLive service will ensure that people with hearing loss are not excluded from making the most of the car buying and servicing process, ensuring they get the best deal possible and are fully informed of their decisions.


Ben Hardman, general manager at Bristol Street Motors Macclesfield Citroen, said: “We’re very proud of the new SignLive service. There are thousands of hearing-impaired and deaf drivers in the UK who will now be able to receive the full Bristol Street Motors experience from purchase through to after sales.

“It’s a really simple piece of technology, with the interpreters communicating with customers and our team members on a live link. By using people to interpret, rather than computers, artificial intelligence, or having a written conversation, there are no nuances lost. Ultimately though, people buy from people and if this is how our customers want to communicate then it’s how we’ll do it.”

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