The Deskless Report 2024

From circumstance to choice: The frontline’s new path forward

Frontline staff, managers and executives in retail, grocery, foodservice, hospitality and distribution and logistics told us about their experiences in 2024. We uncovered urgent challenges and the key tactics needed to make meaningful change right now. Get the full report

Cover of the 2024 Deskless Report

Our 6th annual frontline research report explores the current state of the frontline and what organisations can start doing today to earn a better tomorrow

Though the daily chaos of the last two years has subsided, frontline challenges persist. But organisations that focus on actionable opportunities can provide the right support for these skilled professionals and illuminate a path forward.

Take a peek at the top takeaways and download the Deskless Report here.

What makes a great day, according to the frontline

Bar Chart

Across all industries, staff ranked a sense of accomplishment above money, signalling that they are motivated by the impact they can make every day, not just a bigger paycheque.

Go all-in on empowering managers

Managers feel overburdened and lack confidence, spending too much time on non-managerial work and not enough on skill or leadership development. Not surprisingly, this is taking a toll, with 40% of managers saying they’re burned out. They want better compensation and recognition, continuous training and stronger support to do their jobs well.

67%

of managers say they’re “making it up as they go along” at least some of the time.

The frontline’s biggest challenges

Managers

  1. Finding and keeping people
  2. Dealing with customers
  3. Workload

Employees

  1. Challenging customers
  2. Meeting goals
  3. Staffing

Prepare the frontline for customer conflicts

Difficult customers are a given, but properly handling these encounters is among the top three overall challenges on the frontline according to both employees and managers. They’re asking for real skills, clear rules of conduct and adequately staffed teams to prepare them for tough interactions.

Turn communication challenges into opportunities

Significant gaps in the quality, impact and frequency of communication and feedback affect frontline morale and efficiency. The right skills and channels are required to foster effective day-to-day communication, improving overall employee satisfaction and operational success.

74%

of frontline employees find communication in their organisation at least somewhat helpful, significantly lower than the 89% of managers and execs who feel the same.

“I am considering leaving my current job”

 

Invest in building a frontline community

Building a community isn’t just about recruiting more people. It’s about creating an environment where workers feel seen, supported, connected and loyal. Although fewer workers are considering leaving their jobs this year (the frontline average is 32%, down 7% from 2022), losing even some of these workers would heavily burden already strained teams.

Lean on frontline tech (aka less hype, more help)

Over half (54%) of frontline managers feel short-staffed, so it’s clear they need more support. While additional resources may not always be an option, technology offers an alternative. But the real opportunity isn’t just adopting AI or the latest tech for the sake of it—it’s about investing in tools that provide tangible support to this workforce.

52%

of managers want training on AI tools.

Ready to uncover the current state of the frontline? Download The Deskless Report 2024 today.

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