Whirlpool provides training to serve neurodivergent customers


The Whirlpool appliance brand is working with a specialized service provider to implement disability inclusion training for Whirlpool retail salespeople.

Through this new offering, retail sales associates will be taught about how leveraging technology can help autistic and neurodivergent people gain independence in their daily lives through an app called MagnusCards. This app was developed by Magnusmode, a company dedicated to creating practical tools that enable neurodiverse people to participate in the world in more meaningful ways. Founder Nadia Hamilton was inspired by her autistic brother to create Magnusmode.

MagnusCards provides digital, step-by-step visual guides to support home and community living for autistic and neurodiverse people worldwide. A special “Disability Empathy Training Module” is a course that puts an empathy-first focus on customer service training. It equips trainees with the necessary tools to create an inclusive environment and to understand the needs of neurodivergent customers.

The tools include active listening techniques and effective communication strategies, while also providing examples of harmful and inclusive language and unconscious bias. The course also features interviews with individuals with various disabilities that provide real-life examples to illustrate course concepts.

“As the exclusive homecare sponsor of Magnusmode in Canada, we’re thrilled to announce the third year of our ongoing collaboration with the introduction of the Disability Empathy Training Module,” said Mareike Greve, senior manager of brand experience at Whirlpool Canada. Greve’s company is committed to providing an inclusive environment for all its customers and employees, “and by introducing the Empathy Training Module for retail sales associates, we can help better ensure a culture of empathy and understanding that benefits all.”

The training module will be tailored to retail locations, identifying unique barriers to inclusion in various retail environments. Magnusmode will be responsible for oversight and management of the project. Upon completion, a custom-designed course completion badge will be provided to all trainees to build pride and employee engagement around accessibility.