Understaffing and rising customer incivility are causing significant burnout among frontline workers, with many managers and employees feeling unprepared in their roles, according to Axonify’s 2024 Deskless Report released Monday.
The study surveyed 788 frontline executives, managers and workers across retail, hospitality, grocery, foodservice, and distribution and logistics industries to understand the challenges impacting frontline teams.
Rising customer incivility emerged as a leading stressor, with “challenging customers” identified as the top issue by workers and the second by managers. Over half of managers (51 per cent) and one-third of workers expressed a desire for more conflict resolution training to navigate these interactions.
The report highlighted significant communication gaps within organizations. Only 39 per cent of employees found internal communication “very helpful,” dropping to 31 per cent among retail respondents. Additionally, 33 per cent of employees said they rarely or never receive direct feedback, underscoring the need for improved communication strategies.
Job confidence is shaky among frontline teams, with 67 per cent of managers and 57 per cent of workers feeling like they’re “making it up as they go along” at least some of the time. This sentiment was strongest among retail managers (74 per cent). Furthermore, 40 per cent of managers reported feeling burned out on a daily basis.
Despite organizations often focusing on career development programs, frontline employees place more value on immediate, tangible wins. Sixty-five per cent of workers cited completing daily tasks as their top measure of success.
There remains a sense of optimism among frontline teams, with 87 per cent of managers and 77 per cent of workers reporting they are at least somewhat happy in their current jobs. To bolster this optimism, managers and workers pointed to the need for higher pay, increased staffing support and resources to perform their jobs effectively.
Upskilling emerged as the most in-demand training. Among managers, 56 per cent sought upskilling or cross-skilling opportunities, followed by training in AI and emerging technology (52 per cent) and conflict resolution (51 per cent). Among workers, 41 per cent wanted upskilling or cross-skilling, and an equal percentage sought leadership and management training.
The report revealed discrepancies between executive perceptions and frontline experiences. While 75 per cent of corporate leaders believe their organizations are investing in technology for frontline teams, only 39 per cent of frontline employees agreed. Similarly, 62 per cent of executives thought their communication is effective, compared to just 39 per cent of frontline workers.
“Frontline teams are the backbone of these industries, yet they continue to face significant obstacles in their day-to-day roles,” said Carol Leaman, CEO and co-founder at Axonify. “Frontline workers want to be successful in their work, but they need the right tools, support and resources to succeed. This report identifies gaps and provides a clear path forward for organizations to invest in their people and build stronger, more resilient teams today.”
The 2024 Deskless Report was conducted by third-party research firm The Starr Conspiracy. The findings highlight critical areas for organizations to address in supporting their frontline workforce and ensuring long-term success.
