The latest report by Axonify highlights the alarming extent of customer incivility in the U.K. Only 2% of frontline employees have managed to avoid rude or aggressive customers in the past year, while 65% worry about how to handle escalating conflicts. Whether it’s dealing with customers who blatantly ignore store policies (75%) or facing threats and even physical assaults (43%), frontline workers are struggling under the weight of increasing hostility.
These findings highlight an urgent need for better training and support to protect employees and the businesses they serve.
“Our data shows a troubling disconnect between the demands faced by U.K. frontline staff and the support they receive,” says Carol Leaman, CEO and co-founder of Axonify “Businesses must invest in continuous scenario-based training tailored to real-world challenges to enhance both employee safety and customer satisfaction.”
The issue is particularly pressing for workers in restaurants, retail stores, and hotels, where 73% report experiencing customer rudeness daily or weekly. These interactions don’t just create temporary frustrations—they have long-term consequences. Nearly 40% of employees say such encounters negatively impact their performance and morale, while 29% feel their overall safety at work is compromised.
What is fuelling customer hostility?
The report points to financial pressures as a key driver, with 85% of workers citing rising prices as a major source of customer frustration. In addition, customer-centric policies have fostered an inflated sense of entitlement (85%), making interactions more challenging. Long wait times due to chronic understaffing (81%) further aggravate tensions, putting frontline employees in direct fire.
While 75% of employees feel supported by management, many believe their training is inadequate when handling difficult customers. Conflict management programs are often ineffective, with 52% of workers stating that current training does not reflect real-world scenarios. Another 41% feel that training is overly focused on company policies rather than equipping employees with practical skills, and 32% report that training is only provided during onboarding without ongoing reinforcement.
What to do in these situations?
Furthermore, the report highlights key solutions frontline workers believe would help them navigate these difficult interactions. As many as 82% call for more training to handle violent situations, while 79% stress the need for de-escalation training to manage disputes over rising costs. Increased managerial presence (70%) is also a necessary deterrent and support system during difficult situations. Employees advocate for scenario-based training (50%) and integrating ongoing training into shifts (39%) to ensure they remain prepared for real-world challenges.
As customer aggression rises, businesses must act swiftly to empower their frontline staff with the tools they need to stay safe and effective.