How to use video relay services effectively in a small business
Video relay services (VRS) help Deaf people communicate with hearing people through a qualified sign language interpreter. A Deaf customer uses a computer, tablet, or smartphone to connect with an interpreter, who then voices the signed conversation to the hearing participant. The interpreter relays the spoken response back in sign language.
For a small business, this can make phone-based customer service, appointments, sales conversations, and urgent communication more accessible. Effective use depends on more than having a video-capable device. Staff need a clear process, suitable technology, respectful communication habits, and an understanding of how relay interpreting works.
VRS is one part of a broader accessibility strategy. Businesses may also need direct text, email, captioning, on-site interpreting, or video remote interpreting (VRI), depending on the situation. Learning the difference helps a company provide the right support without creating unnecessary delays or barriers.
Understand what the service provides
In a VRS call, the Deaf person contacts a relay provider using a video connection. A certified interpreter receives the call, communicates with the Deaf participant in sign language, and voices the conversation to the hearing party. The hearing participant speaks directly to the Deaf person, rather than addressing the interpreter as the main conversational partner.
The interpreter’s role is to convey meaning accurately and neutrally. They are not a customer service agent, personal assistant, or decision-maker. Staff should speak naturally, use a normal pace, and allow time for the interpretation to take place. Short pauses are expected and should not be treated as a problem.
VRS is generally designed for calls between Deaf and hearing people when the Deaf participant initiates the relay call. A business may need VRI or a scheduled interpreter when everyone is in the same physical location, when several people must participate, or when the discussion involves complex visual documents.
Prepare your technology and workspace
A reliable internet connection is essential for clear video communication. Test the webcam, microphone, speakers, lighting, and browser or relay application before staff begin handling calls. Headsets can improve audio quality, but the camera must still show the employee’s face clearly if the Deaf caller needs visual cues from the hearing participant.
Choose a quiet, well-lit space with an uncluttered background. Avoid sitting with a bright window behind you, since backlighting can make facial expressions difficult to see. Keep the camera at eye level and position it so that your face and upper body remain visible. Good visual framing supports smoother communication, especially when the interpreter is relaying spoken information to a signer.
Businesses should also plan for technical interruptions. Keep an alternative contact method available, such as text, email, or a secure messaging platform. If the call drops, reconnect promptly and explain what happened. Do not assume that a missed connection means the customer no longer needs assistance.
Train employees for respectful conversations
Employees should know how to accept a relay call without hesitation or confusion. They can begin with a simple greeting, state their name and business, and wait for the interpreter to identify the purpose of the call. The employee should then speak directly to the Deaf customer, using “you” rather than referring to “the caller” or “the interpreter.”
Speak in complete thoughts and pause at natural points. Avoid rapid-fire questions, overlapping speech, exaggerated lip movements, or shouting. The interpreter will communicate the employee’s words, so raising the volume does not make the message clearer. If a detail is complicated, explain it in smaller parts and verify the specific information that matters.
Staff should protect confidentiality throughout the call. Conversations involving payment details, health information, employment records, legal matters, or account credentials should take place in a private setting. Interpreters follow professional standards, but businesses must still use appropriate internal privacy procedures and avoid discussing sensitive information where other customers or employees can overhear it.
For broader training on Deaf culture, inclusive communication, and disability access, businesses can explore accessibility expertise from a professional whose work spans interpreting, education, performance, and accessibility consulting.
Choose the right communication method
VRS can be highly effective for spontaneous voice calls, but it is not automatically the best option for every interaction. A short appointment confirmation may be easier by text or email. A contract negotiation may require a scheduled interpreter familiar with legal or business terminology. A staff meeting may need multiple interpreters, captioning, or a platform that supports several participants.
The purpose, urgency, complexity, and privacy level of the conversation should guide the choice. The following comparison can help staff make a consistent decision:
| Communication need | Suitable option | Best use | Important consideration |
|---|---|---|---|
| Immediate call between a Deaf customer and hearing employee | Video relay service | Customer support, urgent inquiries, general phone calls | The Deaf participant usually places the relay call |
| Remote meeting with a Deaf participant | Video remote interpreting | Scheduled appointments, consultations, staff meetings | Arrange the interpreter and platform in advance |
| Short, non-urgent information | Text or email | Confirmations, addresses, simple updates | Use plain language and protect personal information |
| Complex legal, medical, or contractual discussion | Qualified scheduled interpreter | High-stakes or specialized communication | Provide relevant terminology and documents beforehand |
| Several Deaf and hearing participants | Multiple interpreters, captioning, or an accessible meeting platform | Group meetings, training, public events | Check turn-taking, screen layout, and visual access |
A small business should avoid treating one method as a universal solution. Offering choices gives customers greater control and reduces the pressure to force an unsuitable channel. When a customer identifies a preferred communication method, record that preference appropriately and use it for future interactions.
Make customer service accessible from the start
Tell customers how they can contact the business through accessible channels. A website can list email, text, online booking, and video options alongside a phone number. Clear information helps Deaf and hard-of-hearing customers decide how to reach the company without having to explain their needs repeatedly.
When a VRS call arrives, staff should follow the same service standards used for any other customer. Confirm the request, explain available options, provide accurate time frames, and document agreed actions. Do not place the caller on hold for long periods without explaining why. If a colleague must join the call, identify that person and describe their role.
Written follow-up is useful after a detailed conversation. Send appointment times, prices, addresses, reference numbers, or next steps in an accessible format. Use readable fonts, clear headings, descriptive filenames, and straightforward language. Written confirmation reduces errors and gives everyone a shared record of the agreement.
Businesses should also review forms, automated phone systems, and online portals for barriers. A relay service cannot compensate for a website that cannot be navigated, an appointment system that only accepts voice calls, or staff who do not know how to respond when communication takes a different form.
Handle privacy, records, and compliance carefully
A relay call should be treated as a real customer interaction with the same privacy safeguards as any other call. Employees should verify identity using established procedures, while recognizing that some verification steps may need adaptation. Asking a customer to repeat information unnecessarily can create frustration and increase the risk of errors.
Do not record a relay call unless the business has a lawful, clearly communicated reason and all required consent has been obtained. Automated recording announcements may not be accessible or may create confusion, so review them before relying on them. Keep call notes factual and relevant, and avoid documenting assumptions about a customer’s hearing status or communication style.
Accessibility duties vary by location, industry, and service type, so small businesses should review applicable disability rights and telecommunications requirements. Legal compliance is a baseline; respectful access is the practical goal. Consulting an accessibility professional or qualified interpreter can help identify gaps before they affect customers.
Build a simple relay call policy
A short internal policy gives employees confidence and makes service more consistent. It should explain how to answer a relay call, where calls may be taken, how to obtain additional interpreting support, what to do during a disconnection, and how to protect confidential information.
Include these practical recommendations:
- Train all customer-facing employees to recognize and use relay services respectfully.
- Test cameras, microphones, lighting, internet connections, and backup contact methods regularly.
- Ask customers which communication method works best for them instead of making assumptions.
- Use scheduled interpreting or VRI for complex, group, or high-stakes conversations.
- Review accessibility feedback and update the process when recurring barriers appear.
Managers should reinforce the policy through role-play and short refresher sessions. Practice helps employees become comfortable with pauses, interpreter turn-taking, identity verification, and technical problems. It also gives staff a safe opportunity to learn language that centers the customer rather than the disability.
A useful policy should remain flexible. Deaf people are not a single group, and preferences can differ based on language, technology, situation, and personal experience. Some customers may use American Sign Language, British Sign Language, spoken language, captions, writing, or a combination of methods. The employee’s responsibility is to support effective communication, not to impose a preferred format.
A small business that makes relay communication routine creates a more dependable customer experience. Start by checking the technology, training the people who answer calls, and publishing accessible contact options. Then review each interaction for clarity, privacy, and respect so that communication access becomes part of everyday service rather than an exception.