About Built for Good
Built for Good Technology Ltd is a pioneering company dedicated to creating accessible digital solutions that improve everyday experiences for all users.
Their latest innovation, a closed-captioning system for cinemas, was designed to transform the experience of D/deaf cinemagoers by ensuring that accessibility feels seamless, not separate.
Tabitha Allum, Chief Operating Officer at Built for Good, shares how collaboration with Victoria helped refine and enhance the customer journey, from product launch to in-cinema experience.
Built for Good was preparing to launch its closed-captioning system into cinemas across the UK.
The team wanted to ensure that the full customer journey, from discovering the product online to using it in a cinema, was clear, inclusive, and easy to navigate.
They sought expert support to help cinema staff and patrons feel informed, confident, and supported throughout the experience.
“Our company was in the process of getting our closed captioning system for cinema ready for sale and we wanted some assistance in the creation of the ideal customer journey.
— Tabitha Allum, Chief Operating Officer, Built for Good Technology Ltd
Victoria listened to Built for Good’s needs and proposed a strategic review of all customer touchpoints, including existing documentation, website FAQs, and communication materials.
She provided targeted recommendations to improve clarity, consistency, and accessibility.
This work ensured that both cinema staff and audiences could easily find the information they needed and feel confident using the technology.
“Victoria listened to what we needed and came up with a proposal which included reviewing our existing documentation and making extensive suggestions for our website FAQs which would mean that cinema audiences wanting to use closed captioning would be able to find all the information that they needed in one place.”
— Tabitha Allum
During operational trials across three cinemas, feedback showed:
- 96% of customers felt that staff knew enough about the glasses to help them
- 70% felt that the cinema staff demonstrated clear communication skills
“We have been able to use the information to support our clients – cinemas – offer the service in a way which recognises the importance of a positive customer experience. We know that it’s not just about the customer’s experience of the smart glasses, but it’s also about how welcome they felt at the cinema and whether there were staff members there who were able to assist them and answer any queries.”
— Tabitha Allum
The results showed that small, informed adjustments to staff training and customer communication had a big impact on inclusivity and satisfaction.
“We would have no hesitation in recommending that other companies think about working with Victoria as the process was simple, low maintenance, and gave us exactly what we needed.”
— Tabitha Allum, Chief Operating Officer, Built for Good Technology Ltd
“It was a useful process for us to start thinking about our company’s relationship with WatchWord’s actual customers as they will experience closed captioning in a cinema rather than at an event organised by our company. We took on board a lot of Victoria’s suggestions and have just organised our first webinar for prospective clients which was one of her proposals.”
— Tabitha Allum
“I had known about Victoria for a long time, but we were recommended to get in touch via James Connor at the UK Cinema Association.”
— Tabitha Allum
“I think that other companies would get huge benefit from Victoria’s expertise and that, regardless of the specific project, it’s helpful to spend time focusing on serving the needs of D/deaf customers.”
— Tabitha Allum
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