Latest / The Diversity Career Podcast with Fexingo: Inclusion, Equity, and Underrepresented Professionals / How Aetna Built a Career Path for Deaf Customer Service Pros
Transcript
- Lucas: So, we talk a lot on this show about companies that build career pipelines for overlooked talent. Today I want to get into an example that I think is really under the radar: how Aetna built a career path for deaf and hard of hearing customer service representatives. Luna: Oh, that's a good one. I remember reading something about their video relay program, but I didn't realize they had a whole pipeline around it. Lucas: Right, and it's not just about hiring. They've created an actual career ladder. The program started around 2015, I believe, when they partnered with the deaf community to set up a dedicated customer service unit. They use video relay technology so that deaf representatives can handle calls through an interpreter, but the key is they're not just doing the same tasks over and over. They get promoted into team leads, trainers, even management positions. Luna: That's fascinating. So they're not just checking a diversity box, they're actually investing in these employees long-term. Lucas: Exactly. And the numbers back it up. Aetna reports that retention in this group is significantly higher than in their traditional customer service roles. I think it's something like 30 percent higher. That's a huge cost saver when you think about the turnover that plagues most contact centers. Luna: Wow, 30 percent is big. What do you think drives that retention? Is it the technology, the culture, the career path? Lucas: I think it's all three, but the culture piece is probably the most important. They've built what's essentially a deaf-friendly microcosm within the company. There are regular ASL training sessions for hearing employees, and even the management structure includes deaf leaders. When you see people like you in leadership, you start to believe the path is real. Luna: That makes sense. Representation matters. But I'm curious about the interview process. How do you make sure you're not inadvertently filtering out deaf candidates? Lucas: That's a great question. Aetna worked with deaf community organizations to design an interview process that's fully accessible. They use video interviews with interpreters, and they also have a skills-based assessment that doesn't rely on phone communication. It's more about problem-solving and customer empathy, which are the real skills you need in that role anyway. Luna: So they're actually testing for the right things, not just how well you speak on the phone. Lucas: Right. And once they're in the door, there's a mentorship program where experienced deaf employees help new hires navigate the corporate landscape. That's been crucial, I think, for helping people understand the unwritten rules of career advancement. Luna: That's something a lot of companies overlook. It's one thing to get diverse people in the door, but if you don't help them learn the ropes, they're not going to stay. Lucas: Exactly. And Aetna isn't alone in this. There are other companies like Sorenson Communications, which actually provides the video relay services, and they have a similar model. But Aetna is a good example because it's a large, traditional company that made it work. Luna: And I've heard that the deaf customer service reps actually have higher customer satisfaction scores in some cases. Is that true? Lucas: I've seen some data suggesting that, yeah. There was a study a few years ago that found deaf reps often have lower average handling times and higher resolution rates, possibly because the video relay format encourages more focused communication. Plus, those reps tend to be really engaged, which shows in their interactions. Luna: That's a great counterpoint to the skeptical view that accommodation is a burden. It can actually be a competitive advantage. Lucas: And that's the broader lesson, right? When you design for accessibility, you often improve the experience for everyone. The video relay setup, for example, means calls are more deliberate and less rushed. That benefits the customer too. Luna: I want to circle back to the career path piece. What does the actual ladder look like? Are we talking about moving from rep to team lead, or are there more diverse roles? Lucas: It's pretty structured. You start as a customer service representative, then you can move up to senior representative, then team lead, then maybe a trainer or a quality analyst. They've also had people go into recruiting, specifically to help hire more deaf employees. So the path isn't just vertical, there are also lateral moves into different functions. Luna: That's smart. It gives people options, which is something we often see in the best career pipeline programs. Lucas: One thing that stands out to me is that Aetna didn't just create this in a vacuum. They did focus groups with deaf employees, they brought in consultants from the deaf community, and they even had a deaf advisory council. That's a level of co-creation that you don't always see. Luna: So it's not a top-down initiative, it's genuinely built with the community. Lucas: Yeah, and that's probably why it's been so successful. They didn't just slap a sign-language interpreter on a few meetings and call it done. They redesigned the whole workflow around the strengths of deaf professionals. Luna: That's a model other companies should look at. It's not about 'helping' deaf people, it's about recognizing talent and removing barriers. Lucas: Absolutely. And I think that's the shift in mindset that's needed. The question isn't 'can a deaf person do this job?' It's 'how do we make this job work for a deaf person?' Luna: And sometimes the answer is that the job becomes better for everyone. Lucas: Exactly. Now, before we go further, I want to take a quick beat to mention something that's on my mind. We put a lot of work into these episodes, and they're completely ad-free, which we love. But that's only possible because of listeners who support the show directly. A couple of dollars a month is genuinely what keeps these going. You can find us at buy me a coffee dot com slash fexingo, if you've gotten something out of them. Luna: Yeah, it really does make a difference. Even small contributions add up and help us keep bringing you stories like this one. Lucas: So, back to Aetna. The other thing I think is worth digging into is how they handle ongoing career development. It's not just about getting promoted once. They have regular check-ins and a clear set of competencies for each level, so employees know exactly what they need to demonstrate to move up. Luna: That transparency is key. A lot of companies keep the promotion criteria vague, which tends to disadvantage people who don't have a mentor in the exec suite. Lucas: Right, and Aetna's approach removes that ambiguity. They also have an internal job posting process that's fully accessible, with all materials in ASL and text. That's something even many tech companies don't think about. Luna: That's a really practical detail. I'm sure it makes a huge difference in actually being able to apply for internal moves. Lucas: So, if you're a listener who works in HR or talent management, what's the takeaway? I'd say start by looking at your own hiring process. Are your job descriptions accessible? Are your interviews set up for someone who is deaf? You might be surprised at how many barriers exist without you realizing it. Luna: And the business case is strong. Lower turnover, higher engagement, and access to a talent pool that's often overlooked. What's not to like? Lucas: Yeah, I think the biggest hurdle is just getting started. But Aetna shows that it's doable, even in a big corporate environment. And the payoff is real, both for the company and for the employees who get a chance to build a meaningful career. Luna: It's a reminder that diversity and inclusion isn't just a moral imperative, it's also a smart business strategy. Lucas: Couldn't agree more. I'm curious to see how this model spreads to other industries. Healthcare is a natural fit, but imagine what a tech company or a bank could do with a similar program. Luna: Yeah, the possibilities are exciting. Maybe we'll see more companies follow suit in the next few years. Lucas: Let's hope so. For now, I think the story of Aetna's deaf customer service pipeline is a great example of what's possible when you truly commit to inclusion. Thanks for listening, everyone.