Deaf Awareness Week: Championing Inclusive Customer Communication with BSL
How Our Customer Experience Advisor, Faith, Supports Customers with Inclusive Communication
This Deaf Awareness Week, we want to spotlight the amazing work of our Customer Experience Advisor, Faith Caunce, who dedicated her time to learning British Sign Language and has supported deaf and hard-of-hearing customers within the communities in which we work.
What is Deaf Awareness Week?
Deaf Awareness Week is an annual event that aims to raise awareness about the Deaf community and advocating for equal access to communication and services for people with hearing difficulties. The theme of Deaf Awareness Week 2025 is, ‘Beyond Silence’, which focusses on breaking down barriers to full accessibility for individuals with hearing loss, as well as celebrating the diverse ways Deaf people communicate.
At Avove, we are committed to making a difference and we’re proud to have a team that demonstrates this commitment in a variety of different ways from volunteering and fundraising to going the extra mile to support the people living within the local communities in which we work.
Customer Experience Advisor, Faith Caunce, is a great example of our team going above and beyond to support customers, as she learned British Sign Language and has used this skill to support customers who are deaf or hard of hearing. So, we sat down with Faith to find out more about her journey learning BSL.
Faith’s Journey to Diversifying Customer Communication with BSL
What inspired you to start learning British Sign Language?
I’ve always had a strong interest in language, as I studied English Language with Creative Writing at university, so linguistics has always fascinated me.
I began learning BSL in 2022, before starting my current role, and went on to achieve my qualification with a 1st. I took on the qualification simply out of a personal passion for inclusive communication. It was a really rewarding experience, albeit challenging at times, but incredibly fulfilling. I found the visual and physical aspects of the language especially engaging. Once I started working as a Customer Experience Advisor in 2024, I realised just how valuable those skills could be in supporting deaf customers and creating a more accessible service.
How have you used BSL within your role?
One example that stands out was when I used BSL to pass on a message about a road closure to a deaf customer. They were really appreciative, and it felt great to communicate clearly and directly. It reminded me why I started learning in the first place – to make sure no one feels left out of the conversation.
Why do you think learning BSL is important in your line of work and within the industry?
Communication is everything when you are working in customer service. Being able to use BSL means I can support a wider range of people and make services more accessible. In our industry, inclusivity should be standard (not the exception!) and learning BSL is one way to move toward that.
The theme of Deaf Awareness Week this year is ‘Beyond Silence’ and aims to break down barriers – what does this theme mean to you?
To me, ‘beyond silence’ is a reminder that we often take things like hearing for granted. Most of us never really stop to think about how everyday life would be without it. This theme encourages us to look beyond our own experiences and consider the barriers others face, many of which are completely avoidable with just a bit more awareness and effort. It’s about making sure deaf people are included, supported and never left out of the conversation.
What advice would you give to others who are thinking about learning BSL or supporting deaf awareness in the workplace?
Just start with the basics! Even learning the alphabet and finger spelling can make a difference. You don’t have to be fluent to show that you care and that you’re making an effort. It’s a great step toward a more inclusive workplace and world.
I genuinely believe that everyone should learn at least a little bit of BSL. Inclusive communication isn’t just a skill – it’s about respect, understanding and making sure that everyone feels heard. A small effort on your part can mean everything to someone else.
Use Your Skills to Make a Difference at Avove Utilities
Looking for a role where you can use your unique skills to make a real difference? We’re growing and are looking for passionate and self-motivated individuals to join our team.
We’re committed to nurturing a working environment that allows our team to unlock their full potential through providing training and continuous development. So, if you’re looking to advance your career within a company that cares about your professional and personal development within an industry where you can make a real difference, explore our current opportunities today.