Difficult customers are on the rise. How organizations can help workers deal with them

Customer incivility is more than an occasional challenge for frontline workers—it’s a daily reality. 

Just a few months ago, the Deskless Report 2024 revealed that frontline employees across industries are feeling the weight of customer frustration, with many reporting increased stress, safety concerns and even fear of coming to work.

Now, our new survey of 500 frontline workers in the U.S. confirms just how widespread the issue has become: 72% say they deal with difficult customers daily or weekly. Disrespectful comments, violations of company policy and even customer threats are becoming daily realities across retail, hospitality and food service. And it’s taking a toll on frontline workers. 

It’s important to understand what workers feel is fueling these difficult interactions and what kind of support they’re looking for to confidently manage them.

 👉 Download the full report and dig into the findings 

When training falls short, workers pay the price

Most workers (75%) said they’ve been trained to handle incivility. But when the moment comes? Over half (53%) freeze. Another 52% struggle to remember how to respond. And that’s because one-time onboarding has not prepared them for real-life scenarios.

A generation ago, retail training meant learning the register and folding shirts for display. Now, it’s about preparing staff to manage difficult—even violent—customers.

“We are seeing trends of having people experts in conflict resolution be leveraged in stores to train managers, to train associates on how to de-escalate a situation,” Carol Leaman, CEO and co-founder of Axonify, pointed out while speaking during a session at NRF 2025 (National Retail Federation).

Workers aren’t asking for the impossible. They want situational training that’s safe and feels real—like shadowing experienced peers, running through scenarios and learning on the job, not just from a manual. That’s how information sticks and that’s how confidence grows.

Understaffing makes everything worse

When the floor is short-staffed, service slows down, wait times go up and customers’ frustration becomes the norm. And it’s frontline workers who experience the fallout first-hand. 

That type of pressure impacts employee wellbeing and churn, with 47% of workers reporting they feel burned out and 26% even considering leaving their industry altogether. Adequate staffing can help make sure there are enough hands on deck to manage line-ups, traffic surges and potentially challenging situations.

Workers need more than basic training to feel safe and supported

Frontline workers aren’t staying quiet. Nearly three-quarters (74%) have already raised concerns with supervisors, asking for safer environments and better support. 

And there are established ways to tackle incivility. According to Christine Porath, a management professor at Georgetown University, it starts with training employees to handle difficult behavior, encouraging empathy in tough moments and showing genuine appreciation for their work. This lines up with what frontline workers told us: they want practical training, easier ways to report incidents and a sense that their organizations have their backs.

Technology can help here, too, as nearly half (41%) of polled workers said they’d feel safer with tools like body cameras, an option some retailers are already exploring. 

Why it’s important to help upset customers

Challenging customers are frustrating, but there’s also an opportunity. How your team members handle these moments can decide whether you’re losing or building loyal customers.

Put simply, people remember when they’re treated with respect, especially when they’re upset.

More importantly, this is really about protecting your team. Every tough encounter takes a toll on your workers. When you give them the tools to handle these situations, you lower their stress and build their confidence.

4 examples of difficult customers and how to deal with them

If you want to protect your team and improve service, it starts with preparing for real scenarios and addressing the root cause. Here are some common types of difficult customers and how workers can handle them effectively:

1. Impatient customers

You’ve seen rude customers before—someone tapping their foot, checking their watch and shooting frustrated looks as they wait. Long wait times are one of the most common triggers for frustration. If your team isn’t prepared, these moments can escalate quickly. 
Encourage staff to acknowledge the delay upfront—“Thanks for your patience; we’re moving as fast as we can.” Clear communication can deeply influence how customers react. That’s why it’s essential to equip and empower your staff with solutions, no matter how simple they are. For example, they could offer a drink or a small discount, if appropriate, to make up for delays.

2. Indecisive customers

Some customers know exactly what they want. Others? Not so much. When someone struggles to make a choice or gives vague answers, don’t rush them. Train staff to ask open-ended questions like, “What are you in the mood for today?” and guide the conversation by suggesting popular or best-selling options. 

If the customer needs time, it’s okay to give them space. The goal isn’t to rush the interaction but to create an experience that feels helpful, patient and personal.

3. Vague or unclear complaints

When a demanding customer says, “This isn’t what I expected,” it’s tempting to jump in with solutions. But don’t guess—ask. Teach employees to use clarifying questions like, “Can you tell me more about what didn’t meet your expectations?” It’s a simple but effective way to empathize while getting to the root of the issue faster. This also reduces the risk of repeated customer complaints and ensures a smoother resolution.

4. Aggressive behavior

No one should ever feel forced to endure abuse at work, but aggressive customers are a real possibility. Take what happened in Inglewood recently: According to police, eight people were injured on a Saturday afternoon when a disgruntled customer drove his car into a dealership showroom.

To prepare for challenging situations like this and avoid escalation, your training should focus on keeping employees calm and setting firm boundaries: “I’m here to help, but we need to keep this conversation respectful.” It’s also important to acknowledge that even with proper training, these situations are often unavoidable, and safety should remain the top priority.

It also needs to be clear that staff members have the authority to disengage or escalate if safety becomes an issue, according to established protocols. Whether that means calling a manager or stepping away, it’s about showing everyone on your team that their wellbeing comes first and that they have your full support at every step.

▶️ Also read: How to support managers: Instilling confidence to overcome frontline challenges

Turn difficult customer moments into better outcomes

Customer incivility isn’t going away anytime soon. In fact, 65% of frontline workers predict it’s only going to get worse over the next year. But here’s the good news: You can change how these tense situations play out. By investing in better staffing, practical training and robust protocols, you don’t just protect your team—you boost retention and create a better experience for every customer who walks through your doors.

The bottom line is that dealing with tough customers isn’t just about managing tense interactions. It’s about building a culture where your staff feels safe, supported and empowered.