Addressing The Rise Of Customer Incivility In Frontline Industries
Carol Leaman is the CEO of Axonify, a disruptor in the corporate learning space and innovator behind the Axonify Microlearning Platform.
In recent months, the rising cost of essential goods has not only strained consumers' budgets but also intensified customer interactions. Case in point: While waiting in line, I saw a customer service desk turn into an awkward standoff when a frustrated patron escalated what should have been a simple return because there was more going on for them than just wanting their money back.
Increasing economic pressure has led to a noticeable uptick in difficult encounters between customers and frontline workers, and the numbers tell a sobering story. According to a recent report done by my company, nearly three-quarters (72%) of frontline workers in the retail, hospitality and food and beverage sectors regularly experience or witness customer incivility. In my experience, this pervasive issue is driven by several factors: Escalating prices frustrate consumers, understaffing leads to longer wait times and reduced service quality and customer-centric policies have inadvertently fostered a skewed sense of entitlement among patrons.
The rise in customer incivility significantly impacts worker morale and retention. Our study has found that the constant stress of managing hostile interactions contributes to burnout among nearly half (47%) of frontline employees. Additionally, this environment can lead to disengagement at work (28%) and prompt some workers (26%) to consider leaving their industry entirely.
With all of that in mind, how can employers better support frontline workers amid the rise in incivility? Based on my experience helping frontline companies improve their performance, here are three strategies to consider.
To address the gap in current training programs that often prioritize company policy over practical conflict resolution skills, consider providing your employees with comprehensive, real-world incivility training. This approach should be intentional and incorporate on-the-job learning experiences and scenario-based training that offer your employees real-time practice opportunities for effectively handling difficult customer interactions.
According to Statista, employees say on-the-job, hands-on learning is the most effective learning format. Additionally, integrating gamification into your training process can further engage employees by making learning more interactive and turning training about urgent topics, like how to manage challenging situations with customers, into a daily practice.
Provide training resources beyond an employee's initial onboarding phase to enhance their long-term effectiveness and keep your teams up-to-date on best practices. Incivility training is often limited to the beginning of employment, with little reinforcement thereafter, which can diminish its impact over time—27% of surveyed employees say they don't remember the details from onboarding. Continuous training can help ensure that your employees remain equipped with the necessary skills to handle incivility effectively throughout their entire tenure.
You can also leverage technology to complement these efforts; for instance, nearly half of frontline workers (41%) express a desire for tools like body cameras to help identify and report issues, while one-fifth (19%) seek access to a digital library containing quick-access guides on conflict management. In my experience, implementing such technologies can not only empower employees with the resources they need but also foster a safer and more supportive work environment.
Supporting your workers during key moments when incidents arise requires more than just checking a compliance box. I recommend creating a comprehensive program that provides ongoing support tailored specifically to workforce needs.
To achieve this, you'll need to stay attuned to your employees and implement strategies like active listening—for example, teaching managers how to listen empathetically and understand the employee's perspective about incidents with uncivil customers. This can help you maintain an open-door policy that encourages communication and creates a safe space for employees to share their concerns. In fact, three-quarters (74%) of employees report they are more effective at their jobs when they feel heard, and highly engaged employees are three times more likely to say they are listened to at their workplace.
By engaging directly with your workforce and adapting approaches based on feedback, you can ensure you're providing effective resources, such as mental health support services, to help staff cope better under stressors associated with these incidents. Ultimately, I've found that successful implementation of these steps relies heavily on giving continuous support and ensuring that your day-to-day operations include evolving employee needs alongside organizational objectives that align with the realities of frontline work and challenging customer interactions.
Addressing the rise of customer incivility in frontline industries requires a multifaceted approach that prioritizes the well-being and support of employees. As economic pressures continue to strain consumer interactions, I believe it is important for employers to go beyond initial onboarding and focus on real-world conflict resolution skills. By leveraging technology and fostering an environment of open communication, you can equip your workforce with the tools needed to manage challenging situations effectively.
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