Stena Line Becomes a JAM Card Friendly Organisation

Stena Line has demonstrated its commitment to customers by taking part in training that will ensure its staff are equipped to provide excellent customer service to people with learning difficulties and communication barriers

Staff from Stena Line have recently started taking part in JAM Card awareness training which will provide them with the knowledge they need to ensure that users of the JAM Card feel welcome in their establishment.

The JAM Card, which stands for Just A Minute, is a social innovation from NOW Group, an organisation that supports people with learning difficulties and autism into employment. It was their service users who said they would like a discreet way of telling people that sometimes they need a little extra time and patience. The JAM Card was created first as a credit card sized card and has recently been developed into an app for smartphones.

Orla Noonan, Stena Line’s Travel Commercial Manager (Irish Sea North) said: “We are delighted to become the first ferry company on the Irish Sea to start the process of having staffed trained in line with the Just a Minute (JAM) programme.  As we carry over 1.5 m passengers per annum, it’s important to us that our staff are fully trained and equipped to ensure that we provide the best possible levels of customer service across the board.”

Orla added: “To do this effectively and consistently across all of our customer base, Stena Line needs to be aware of customers who may have learning difficulties or some level of communication barrier.  The JAM Card initiative provides an excellent platform around which we can train our staff to be aware of the variety of conditions which our customers may have and more importantly, how to deal with them in a professional and considerate manner.”

Diane Hill, Director of Business Development of NOW Group commented: “It is fantastic that Stena Line have committed to becoming a JAM Card Friendly organisation. The JAM Card was originally the idea of our participants with learning difficulties and autism but it is now being used by people with various communication barriers including dementia, brain injury and stroke.

Diane Hill added: “There are over 10,000 JAM Card users across Northern Ireland.  We developed the training package for businesses to ensure their staff understand what the card is for and to provide the best possible customer service. We’re really pleased that Stena Line’s customers will know they can use their JAM Cards with staff and discreetly explain they may need a little extra time.”

You can find out more about the JAM Card at and NOW Group.