Sunflower Telephone Lines support organizations to improve how they communicate with customers over the phone.
For people with non-apparent disabilities that affect communication, telephone contact can present real challenges. Sunflower Telephone Lines offer practical guidance to help organizations offer more patient, understanding, and inclusive telephone support.
We have designed a guide for our Sunflower members that introduces the concept of a dedicated line. It focusses on small, considered changes to improve the customer experience and access to services.
Creating more accessible and inclusive telephone services
Accessible customer service is essential for people who rely on telephone communication. Sunflower Telephone Lines help organizations recognize where common barriers exist, supporting more inclusive communication for customers with a range of needs.
How Sunflower Telephone Lines work in practice
In practice, Sunflower Telephone Lines are typically introduced as a clearly signposted option within existing customer service. This may be through a dedicated menu option or routing shortcut.
Calls are handled by trained employees who:
- take more time when needed
- use clear, simple language
- help structure conversations to reduce pressure
Training and supervision
Organisations implementing Sunflower Telephone Lines usually provide practical, scenario-based training (including role play) grounded in real telephone situations. This often includes role play and shared learning. This approach helps employees supported and consistent when handing a wide range of calls.
First introduced in Denmark
In 2022, Denmark became the first country to introduce Sunflower Telephone Lines.
The initiative began with an idea that was developed and implemented by Fibia and further developed by Sunflower members Nordea and Tryg. This reflects the collaborative approach Sunflower members take to share learning and extend the reach of the Sunflower.
The introduction of Telephone Lines received positive media coverage and helped raise awareness of the importance of accessible communication in customer service.
By supporting service teams to recognize the Sunflower and to allow callers the time they need, organizations have strengthened their responses to customers over the phone, contributing to customer satisfaction and retention.
Why accessible communication matters
Accessible communication plays a key role in enabling people to access essential services independently and with confidence.
When communication barriers exist, people may be unable to complete important tasks, get the support they need and receive or share information.
Supporting people who stammer
Stammering is one non-apparent disability that can affect telephone communication.
Sunflower’s work in this area aligns with STAMMA UK, the national charity for people who stammer. Their Don’t hang up, hang on campaign highlights the impact of calls being ended too quickly when someone is struggling to speak and encourages patience and understanding.
The campaign is supported by a short video that highlights the importance of patience when supporting people who stammer on the phone.
Research from STAMMA working with the contact centre industry indicates that people who stammer make at least 43 million calls to UK businesses and organizations each year. And that 65% of these calls are mishandled. A 2025 survey exploring the experiences of people who stammer during their most recent call to a business found that:
- 1 in 7 were hung up on when they stammered
- 24% struggled to get past voice recognition systems
- 5% were laughed at by call handlers when they stammered
- ID procedures were a particular area of challenge
The real impact of inaccessible telephone services
When calls are unsuccessful, the consequences can be significant. People who stammer may be unable to report a lost bank card, access essential services, or book a GP appointment. Callers report being misunderstood, disconnected, or unable to get through automated systems. These barriers can prevent people from accessing support when they need it.
Everyday support, with clear boundaries. Sunflower Telephone Lines support everyday customer service conversations. They are not a crisis, medical, or therapeutic service.
Organisations typically support employees handling these calls through supervision and clear boundaries, recognising that some conversations can be complex or emotionally demanding. Use of the line does not require disability disclosure, and data handling aligns with GDPR and organizational policies.
Access the Sunflower Telephone Lines guide
The Sunflower Telephone Lines guide shares best practice and practical steps to help organizations improve telephone accessibility. The guide explains how to:
- Recognise and support a range of communication needs
- Make simple changes to call-handling processes
- Build a more inclusive approach to customer service
Ready to explore the guide? Access practical steps and best practice to support more inclusive telephone communication.