The relationship between frontline workers and customers has reached a tipping point. New research from Perceptyx 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 is creating ripple effects that touch every aspect of organizational success, from safety and productivity to retention and the employee experience.
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.
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, knowing that ineffective managers remain a top reason people quit. 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 toacknowledge 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.Research confirms that even modest improvements in development options can lower turnover.
Real-Time Communication: Forward-thinking organizations deploy mobile-friendly platforms that enable immediate support when frontline workers need it most. They establish clear feedback channels specifically for safety concerns, ensuring employees can report issues without barriers. These organizations also foster peer-to-peer support networks that allow workers to share on-the-ground insights and learn from each other's experiences, creating a culture of collective resilience.
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.
When a customer threatens an employee, managers must act swiftly and decisively to protect their team member and prevent future incidents. The immediate priority is ensuring the employee's physical and emotional safety through direct follow-up, removing them from the threatening situation if necessary, and confirming they feel secure before resuming work. This initial response sets the tone for how seriously the organization takes worker protection and can significantly impact the employee's sense of being valued and supported.
Beyond the immediate response, managers need to document the incident thoroughly, capturing the time, location, and specific content of the threat while details are fresh. This documentation serves multiple purposes: it creates a record for potential legal action, helps identify patterns of problematic customer behavior, and demonstrates organizational commitment to addressing these issues systematically. Equally important is connecting the employee with mental health resources or counseling services, recognizing that threatening encounters can have lasting psychological effects that impact both well-being and job performance.
For severe threats that suggest potential violence or ongoing danger, managers must escalate immediately to legal counsel and security services. This is a necessary step to protect not just the individual employee, but the entire workforce. Organizations that respond decisively to customer threats send a clear message: frontline workers deserve protection, and their safety is non-negotiable. This approach transforms isolated incidents into opportunities to strengthen support systems and reinforce the organization's commitment to its most vulnerable employees.
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.
Turnover carries a steep financial cost. To keep frontline talent and protect productivity, organizations must invest in workers’ safety, well-being, and professional growth.
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.