Employee Experience

7 Reasons your frontline employees need to feel heard

October 13, 2023

Retail worker

RESOURCES 7 Reasons your frontline employees need to feel heard

Have you ever wondered who the real stars in a company are? It’s the frontline workers! Whether it’s the cashier at a retail store, the nurse attending to patients, or the customer service representative managing a call, these individuals are the face and voice of a brand and the engine that keeps the business running in the behind the scenes. They are the first line of interaction with the outside world, making them invaluable with firsthand knowledge and insight. Despite this, many leaders overlook their frontline worker’s insights and expertise.

While companies often chase cutting-edge technologies and the latest management theories, they frequently overlook one simple, yet game-changing ingredient to success: ensuring that their frontline employees feel heard.

Frontline workers are closest to the customer experience

Frontline employees are at the heart of customer interactions. They hear praises, complaints, suggestions, and concerns on a daily basis. Their direct experiences with clients offer invaluable insights that cannot be found elsewhere. Simply put, some business problems require real-world, hands-on experience from those on the ground floor. By listening to their employees, companies can gather organic feedback that is instrumental in refining products, services, and the overall customer experience.

The importance of first-hand customer experience can not be understated, especially for companies looking to improve their customer-centric approach. While data can provide quantitative insights, the qualitative feedback that frontline employees offer is irreplaceable. They bring to the table organic, real-world feedback that’s tapped straight into the mainline customer experience.

Frontline workers talk to customers all day, every day. They know what customers like and what they don’t. Imagine a situation where a series of customers provide feedback on a product’s packaging being difficult to open. This might not show up immediately in sales data, but you can bet that your frontline employees have handled countless returns, complaints, or even assisted customers with opening that package. By listening to them, companies can make better products and give better service.

Happy, engaged employees do better work

When employees feel that their voice matters, they are more likely to be engaged, motivated, and committed to their roles. Recognizing and valuing their input fosters a positive work environment. High morale, in turn, leads to better performance, reduced turnover, and improved customer satisfaction. It’s important to highlight the link between employee morale and business outcomes such as improved retention, less absenteeism, reduced shrinkage, and a bolstered sense of brand advocacy – all leading to more productivity and profitability.

The adage, “happy employees mean happy customers,” rings true. We all know that when we’re happy, we do better work. When employees believe that their voices are valued and their contributions recognized, it naturally uplifts their spirits. This boost in morale doesn’t just create a pleasant work environment; it directly translates to improved performance, fewer sick days, and a noticeable uptick in customer satisfaction as those employees are more willing to go the extra mile.

Frontline workers are the keys to innovation

Not every great idea within an organization comes directly from the CEO, and not every problem can be solved by management alone. Companies that provide space for their workers to freely engage, who welcome creative ideas, and who understand that the employee-manager relationship is pivotal to the success of the organization will avoid falling back on antiquated solutions to solve new problems.

Frontline employees, with their on-the-ground perspective, often have practical solutions to problems that management might not even be aware of. By giving them a platform to voice their ideas, companies can tap into a goldmine of real-world insights and innovative solutions.

Think about it: who better to suggest practical, impactful innovations than the people on the ground? Frontline employees navigate the company’s operations daily, encountering challenges and spotting opportunities that may not be evident at the managerial level. While executive leaders often solve big-picture problems, frontline employees understand the nuances of their role, the common issues that arise on the sales floor, in the warehouses, or on the road and are certain to have their own solutions.

By fostering a culture where they can voice their insights and ideas without hesitation, businesses can unearth a treasure trove of information that has historically been locked beneath an organizational hierarchy.

Trust is your most valuable asset for a positive employee experience

Whether we were just starting out with a high school job, a position that paid the bills through college, or simply a difficult manager – we’ve all sat in roles in which we didn’t speak up for fear of retribution. As a result, employees withholding valuable insights is as much about job security as it is about understanding that management simply won’t listen.

Listening to employees isn’t just about gathering feedback or ideas; it’s also about building trust. When staff believe that their concerns and suggestions are genuinely considered, they’re more likely to trust company leadership. This trust paves the way for more open communication, collaboration, and a cohesive team atmosphere.

Trust is the backbone of any successful organization. It’s the invisible thread that weaves employees and management together into a cohesive unit. When frontline employees feel their opinions are valued, they are more willing to raise the alarm, spar ideas, and take the initiative to go above-and-beyond their normal line of duty. This mutual respect and trust lead to more open communication, collaboration, and a more harmonious working environment. In times of crisis or change, this trust becomes the foundation upon which companies can lean. When workers feel like their ideas matter, they’ll work together better and feel more connected.

Reducing turnover rates starts with employee listening

Hiring and training new employees is both time-consuming and costly. When frontline workers feel unheard and undervalued, they’re more likely to seek opportunities elsewhere. By actively listening to them and addressing their concerns, companies can reduce turnover rates, ensuring that they retain experienced and knowledgeable staff. Exit interviews are a vital resource to identify common trends in why employees leave your organization, especially when looking at employee segments with low tenure.

Beyond monetary aspects, there’s also the time and effort spent in bringing a new recruit up to speed. Depending on the industry, it can take months, sometimes even years to train a new employee to perform at the same level as someone who had left with 5-years experience. That entire time, your organization is feeling the effects of a less productive workforce not only from that new employee ramping up, but also from the existing employees who have to take the time out of their days to train them.

Companies don’t want to keep hiring new workers all the time. If workers feel heard, they’re more likely to stick around. By addressing their concerns and acknowledging their contributions, companies can foster loyalty, ensuring continuity in operations and retaining institutional knowledge.

A customer-centric approach goes beyond a quality product

Today’s consumers are looking for more than just a product or service; they’re seeking an experience, connectivity, and community. When frontline employees feel heard, they’re better equipped to deliver exceptional customer service. Their insights can help in tailoring offerings to meet client needs, solidifying a company’s reputation as customer-centric.

Frontline employees, with their finger on the pulse of customer preferences, are perfectly positioned to help craft this experience. A company that listens to its staff inherently adopts a customer-centric approach, signaling to its clientele that it genuinely cares about their needs and feedback.

These experiences can be something simple, like a store clerk identifying that customers ask them where to find a particular product multiple times a day, and responding by placing that product in a more accessible location. It can also lead to larger changes, including scheduling or hiring needs. For instance, a call center representative may tie seasonal changes in call volume to longer hold times than anticipated, leading to a significant increase in escalated calls, a decrease in sales, and a clear need for more staff.

Today’s frontline employees are tomorrow’s leaders

By giving frontline employees a voice, companies nurture potential leaders. These are individuals who are already invested in the company and have a deep understanding of its operations from the ground up. That sort of experience is valuable, especially when partnered with continuous learning opportunities and a company culture that hires for new leadership roles from within. That first-hand experience cultivates the leaders of tomorrow and provides them with intimate knowledge of the organization at all levels; something that should jump them right to the top of the resume stack.

This type of experience and clearly identifiable career growth opportunities not only motivates employees to stay with your organization, but it also creates leaders who can see eye-to-eye with their team and empathize with their pain points. These individuals, with their deep-rooted understanding of ground-level operations, can provide a unique blend of practical know-how and leadership skills when they eventually rise through the ranks.

A key indicator of a great leader is relatability. No one wants to be ordered around by a boss who has never done the job themselves. Hiring from within and fostering an environment where frontline employees can educate themselves through company-provided learning initiatives promotes career longevity and creates leaders with real-world experience.

Your frontline employees want to feel heard, are you listening?

In our data-driven age, it’s easy to get lost in the numbers. But the human element, especially the voice of the frontline employee, remains paramount. Their insights, experiences, and daily interactions offer a goldmine of information. Companies that recognize and act upon this not only foster a positive work environment but also position themselves for success in an ever-evolving market. Listen to the frontline; their voice might just be the competitive edge you’ve been searching for.

Tune into your frontline with WorkStep

With the frontline employee engagement platform that delivers the real-time insights you need to take action, retain your workforce, and drive your business forward.

Book a demo today

Tom Goyette

Tom Goyette, Product Marketing Manager | tom.goyette@workstep.com

Tom Goyette is a Product Marketing Manager at WorkStep. With experience in start-up and enterprise level SaaS and eCommerce organizations, Tom excels at managing and creating content, marketing, and analytics. Tom believes people are at the center of every great organization and is eager to share stories that highlights the value of the employee voice.