Case Study: Starbucks improves Deaf awareness and BSL communication with Attensi game-based training

Starbucks releases pioneering British Sign Language Training

Starbucks UK sought to break down communication barriers and improve the experience for deaf employees and customers, aligning with its core mission of human connection. The challenge was to create an inclusive, accessible, and engaging training solution on British Sign Language (BSL) and Deaf Awareness for its 18,000 partners (employees). To achieve this, Starbucks partnered with the vendor Attensi to develop a bespoke, game-based training program.

Attensi created an innovative, game-based training solution that was accessible on mobile and desktop devices. The program featured realistic, immersive scenarios and incorporated videos of deaf Starbucks partners teaching BSL. The results were highly successful, with 73% of partners starting the training within two months and 53% completing it. Furthermore, 97% of those who completed it agreed they had a better understanding of the Deaf Community and introductory BSL, leading to more confident and welcoming interactions.

Starbucks

Manu Sulaiman

Barista