3 ways you can make sure your frontline gets your important communications

The best relationships are rooted in strong communication—including the one between you and your frontline.  

Company updates. Job aids. FAQs. Keeping these lines of internal communication open (and mastering how you communicate) is key to unlocking better performance from them at work.

What makes communicating with the frontline different?

Frontline employees are the face of your brand. You count on them to represent your company, deliver the right experiences and drive sales. But they typically don’t have access to the communication tools that their corporate peers do, like company email. 

Without direct access to your workforce, communicating critical information can quickly become a game of broken telephone. And in a market where nearly two-thirds of consumers will switch companies because of poor customer service, you probably won’t  get many second chances to make things right. So how can you make sure your frontline gets your important messages so they can deliver a great customer experience the first time?

Here are three ways you can communicate with your frontline employees more effectively.

Crystal-clear communications keep your frontline employees informed and ready to perform.  

1. Reach them in the flow of work

When employees have to hunt for the information they need to do their jobs, they’re taken away from the floor and the customers that need them. Instead of hiding essential information in dusty binders or on bulletin boards in the back room, communicate the right message consistently and directly to frontline staff. Reach them on their work or mobile devices to help your message land where and when it needs to.

2. Cut through the noise

Some messages are critical, others aren’t. When frontline employees get firehosed with too much information at once, the important stuff is at risk of being forgotten. Get your organization’s departments on the same page so necessary messages go out to the frontline at the right times. Then everything else can be made available on-demand, in arm’s reach when your people need it.

3. Reinforce what needs to stick

Sustaining frontline knowledge means building their confidence in what they’ve learned and making sure they don’t forget. Research shows employees are more likely to forget what they’ve learned if it isn’t reinforced—this is known as the forgetting curve. Help employees remember more with 3-5 minutes of daily training reinforcement that’s spaced out over time.

Communicating with frontline employees has traditionally been a challenge since they don’t report to a centralized office or log into company-issued devices every day to receive emails. But with the right internal communications strategy, you can keep your team aligned across locations and ensure the all-important customer-employee experience is being delivered the way you want.

Learn more about how modern frontline communications can help you reach your frontline with consistent, timely information, no matter where they are.

Maliyah Bernard is an academic writer turned content writer. As a former frontline worker, she loves writing about all the ways organizations can support these essential workers smarter.

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