New report sets out measures to address challenges faced by frontline workers
Employers of frontline workers should check in with staff between formal surveys, acknowledge incident reports and review staffing alongside other controls, as more than nine in 10 respondents to a national survey of customer-facing workers reported customer aggression, according to a new analysis of public data.
The analysis, carried out by WellbeingSolutions, is a review of published research on the pressures facing customer-facing and shift-based workers in New Zealand. It sets out nine suggestions for leaders across retail, hospitality, warehousing, aged care, security and cleaning.
Checking in between surveys
The report's first suggestion concerns how employers gather feedback.
"An annual survey may not capture changes soon after an incident," the report said. "Consider brief check-ins alongside incident reporting and worker consultation."
The recommendation draws on the ShopCare National Customer Aggression Survey, which the ShopCare Charitable Trust conducted with KPMG. It found that 27% of respondents who experienced customer aggression had not reported an incident to their employer.
The survey of 2,538 customer-facing workers ran from 13 April to 21 June 2026. Of the respondents, 91% reported customer aggression in the previous 12 months.
Responding to reports
WellbeingSolutions also urged leaders to acknowledge reports and explain next steps. It cited a Workers First Union survey of retail union members, in which 49% of those asked about their most recent report were satisfied with how it was handled.
"Consider acknowledging reports, explaining what happens next, and sharing themes without identifying individuals." the report said.
The same survey found that 61% of respondents felt stressed or anxious as a result of safety-related problems, while 35 per cent dreaded coming to work.
"Consider checking in with affected staff and witnesses, agreeing suitable timing with them," the report advised on follow-up after incidents.
Staffing and training
The report also recommended reviewing staffing. The Workers First survey found that 70% of respondents in always-understaffed stores had experienced a customer-related safety incident, compared with 30% in well-staffed stores.
"This association does not prove a staffing intervention's effect," the report said. "Consider rosters, peak periods and cover alongside training and other measures."
On training, it noted that 64% of ShopCare respondents placed training on customer aggression and de-escalation among their top five priorities, the highest share for any action.
"This measures worker priorities, not trial-proven effectiveness," it said.
Roles, shifts and strengths
Leaders were also encouraged to clarify roles and support supervisors. WorkSafe's 2023 retail survey had found lower role clarity and supervisor support than its 2021 national comparison.
"Consider clear roles for peak periods, incidents and refusals of service, alongside time and resources for supervisors to support their teams," the report said.
Other suggestions covered staff on different shifts, fatigue in driving and long-shift roles, and building on reported strengths such as colleague support.
"Consider peer support and buddy arrangements with staff," the report said, adding: "These surveys do not directly evaluate those interventions."
