Welcome to the second blog in the Wonky Way series from Consumer Friend.

Author: Louise Baxter MBE- 3 Minute Read

10 Ways your service might be accidentally excluding neurodiverse customers (And how to fix It)

We all want to deliver fair, accessible, inclusive services. But even with the best intentions, it’s easy to miss things and not get it quite right, especially when it comes to supporting neurodiverse people.

Around 1 in 7 of your customers are likely to be neurodiverse. That could mean autism, ADHD, dyslexia, or another neurological difference. It might not be obvious. And they may never tell you, they may not even know. But if your systems, communication and services aren’t designed with them in mind, they’ll feel it. And they’ll remember.

Here are 10 common ways services can accidentally exclude neurodiverse customers and what you can do to fix them.

1. Using jargon and complex language

The problem:
Over complicated terms, industry speak, and legalese can overwhelm or confuse. Many neurodiverse people process information literally or struggle with abstract language. Or TOO much language. Why do we use so many words, when a succinct direct sentence would suffice.

Fix it:
Use plain English. Break things down into short sentences. Avoid acronyms unless you explain them clearly. Say what you mean and mean what you say.

2. Only offering one way to contact you

The problem:
A phone call might be fine for some, but it can be extremely difficult for people with auditory processing issues, social anxiety, or communication differences.

Fix it:
Offer choices (as many as you can within your resources): email, webchat, SMS, video relay, Easy Read letters. If someone prefers to write things down or speak to you face-to-face, that option should be available.

3. Assuming everyone can follow fast-paced conversations

The problem:
Some neurodiverse people need a little longer to process information, especially if they’re under stress.

Fix it:
Slow down. Don’t interrupt. Give people time to think. Ask if they’d like you to repeat anything. Let them know it’s okay to pause or come back later. Check they understand things in their own words. Don’t make assumptions.

4. Creating overstimulating environments

The problem:
Bright lights, background music, cluttered screens, flashing banners, these can be overwhelming for people with sensory sensitivities.

Fix it:
Design calming spaces. Keep things visually clean. Offer quiet times in-person and accessible versions of your website online. Make it easy to focus. Muted colours and less distractions.

5. Sending long, dense letters or emails

The problem:
Walls of text can be hard to absorb, especially when there is pressure or perceived stress, like with bills, debts, or complaints.

Fix it:
Structure your messages. Use headings, bullet points, and summaries. Add visuals if they help. Give key points upfront. Include contact details for questions. Make it easy to ask questions in a reply.

6. Using "gotcha" policies or setting unclear expectations

The problem:
Unexpected charges, unclear rules, or hidden deadlines can catch people out especially those who struggle with executive function or memory. Executive function is the set of mental skills that help us plan, stay organised, focus, remember instructions, manage time, control impulses, and switch between tasks. It’s how our brain helps us to get things done.

Fix it:
Be upfront. Spell out what's needed and when. Offer reminders and clear steps. Give notice before taking action.

7. Overloading websites with distractions

The problem:
Pop-ups, autoplay videos, chatbots jumping in mid-scroll, these can derail focus and make websites unusable for some.

Fix it:
Prioritise simplicity and ease of navigation. Label things clearly. Keep your core content clean and consistent. Let people opt in, not fight to opt out.

8. Not making adjustments unless asked and making it hard to ask

The problem:
Many neurodiverse people won’t feel comfortable asking for support or may not know what or how to explain what they need.

Fix it:
Offer adjustments as standard, not as special treatment. Be proactive: “Would you prefer this in writing?” “Do you want me to talk you through it?” Make it easy to say yes.

9. Assuming everyone can self-advocate under pressure

The problem:
If your service goes wrong and sometimes it will neurodiverse customers may struggle to complain or speak up.

Fix it:
Make your complaints process calm, clear and fair. Let people use someone they trust to speak for them. Offer alternative routes and follow up with empathy.

10. Not listening to lived experience

The problem:
Policies made without input from neurodiverse people often fall short of what is actually needed.

Fix it:
Involve people with lived experience in your service design, your language, and your feedback loops. Don’t assume, ask. Then act on what you hear.

The takeaway

Being inclusive isn’t about ticking a box. It’s about recognising that the way we’ve always done things often doesn’t work for everyone and then changing that.

Every one of these fixes is simple, human, and do-able. And they benefit everyone not just neurodiverse people. Clearer language, better design, more flexibility? That’s just good service.

At Consumer Friend, we’re here to help you take practical steps to become truly neuro-inclusive not just in policy, but in everyday practice.

The Wonky Way is about building better, together. Because different isn’t broken. And no one should have to bend themselves in half to get the service they deserve.

Want help reviewing your service through a neuro-inclusive lens?
Drop us a line or keep following The Wonky Way for more practical tools, real stories, and proven ideas.

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