Customers Behaving Badly? Your Frontline Workers Are Paying the Price.

The relationship between frontline workers and customers has reached a tipping point. New research from our Center for Workforce Transformation reveals a stark reality: More than half (53%) of customer-facing employees have recently faced verbal abuse, threats, or unruly behavior from customers. This all-too-widespread phenomenon isn't just affecting individual workers — it's creating ripple effects that touch every aspect of organizational success, from safety and productivity to retention and employee engagement.

The Hidden Impact of Disorderly Customer Behavior

The consequences of negative customer interactions extend far beyond the immediate moment of conflict. Our research, drawing from 21,000 frontline employees, shows that workers who face unruly customers experience cascading effects across multiple dimensions of their work life.

The impact on safety alone warrants immediate action. These employees are 1.9x more likely to feel their work environment is unsafe. This perception of danger isn't unfounded, with more than one-third of workers reporting that they must remain in situations with customers where they felt physically unsafe.

The toll on mental health and productivity is equally severe. Employees facing difficult customers are 2.2x more likely to report that workplace stress is affecting their physical health, and 1.8x more likely to say stress has impacted their productivity for more than three days in a single week.

Then there’s the connection between unruly behavior and discrimination. More than half of workers who encountered difficult customers also experienced discrimination or bias — a rate 2.7x higher than their peers. This suggests that a significant portion of aggressive customer behavior may be motivated by discriminatory attitudes, adding another layer of complexity to an already challenging situation.

A Framework for Support

While our research shows that customer-facing roles across all sectors face these challenges, the retail industry emerges as especially vulnerable. A striking 61% of retail workers report recent incidents with unruly customers — the highest rate across all industries. The impact? 81% report feeling burned out, and 40% say their manager rarely or never checks on their emotional well-being.

Retail organizations in particular, and organizations with large frontline workforces in general, can't afford to ignore these challenges. Here are four data-informed strategies that successful organizations should use to support their frontline workforce:

• Leadership Support: Organizations that excel ensure their managers are well-trained in handling difficult customer situations and create clear escalation protocols for dangerous encounters. They implement regular well-being check-ins, recognizing that proactive support prevents burnout and increases retention. These organizations understand that empowered leaders create resilient teams.
  
  
• Recognition and Growth: Leading organizations develop specific programs to acknowledge employees who handle challenging customer interactions skillfully. They pair this with visible career advancement paths and mentorship opportunities, showing frontline workers they have a future within the organization beyond their current role. This investment in growth demonstrates a long-term commitment to frontline talent.
  
  
• Enhanced Communication: Success means meeting frontline workers where they are — utilizing mobile-friendly platforms for immediate support, creating clear feedback mechanisms for safety concerns, and enabling peer-to-peer support networks. These channels ensure that no employee faces difficult situations alone and that vital information flows freely between all levels of the organization.
  
  
• Equitable Benefits and Safety: Organizations must regularly review and enhance safety protocols, provide accessible mental health resources, and implement flexible scheduling options that accommodate the unique demands of frontline work. These measures demonstrate a tangible commitment to worker well-being beyond mere policy statements, creating an environment where frontline employees feel valued and protected.

Perceptyx Can Help You Listen & Act to Support People on the Frontlines

The data is undeniable: organizations must take decisive action to protect and support their frontline workforce. This isn't just about addressing individual incidents — it's about creating a comprehensive framework that acknowledges the unique challenges these workers face and provides the tools and support they need to thrive.

For organizations looking to retain their frontline talent and maintain productivity, the message is clear: invest in your frontline workers' safety, well-being, and professional growth. The cost of inaction — measured in turnover, reduced productivity, and damaged morale — is simply too high to ignore.

For more details about the experience of frontline workers across all industries, and data-informed best practices for retaining these critical employees, read The Forgotten Frontline: Closing the Gap in Engagement and Support.