Your frontline is your superpower. Here’s how to unlock it.

Frontline employees are carrying a heavy load right now. Three-quarters say they feel burned out, and more than half feel like “a number, not a person.” It’s no surprise they’re feeling stretched thin, overlooked, and disconnected from the bigger picture. And these struggles are happening across industries.

At the same time, customers are paying close attention to how companies treat their people. Three in five consumers say they prefer to engage with brands that show genuine care. Many are even willing to pay more for it. In fact, empathy matters more to customers than online reviews when choosing who to trust. Yet most consumers still believe companies care more about profits than people.

All of this creates a clear opportunity for organizations: when you empower your frontline workers, you strengthen the experience for both employees and customers. The frontline is where your culture becomes real—and where your brand earns (or loses) trust. And when employees feel supported, respected, and listened to, your customers feel it instantly.

Listen to your frontline: Your most overlooked advantage

There’s a growing gap between how senior leaders think the frontline operates and what employees actually experience each day. In many industries, this disconnect is huge. Frontline workers in agriculture, healthcare, and travel often feel leaders don’t understand their day-to-day reality. And in retail, hospitality, and facility services, many don’t feel respected for the crucial roles they play.

Meanwhile, your frontline teams are elbow-deep in your business every single day. They run your processes without thinking twice. They see the breakdowns before anyone else. They hear customer frustrations in real time. They know exactly where things get messy and where small changes could make a big impact.

They’re not just workers. They’re your built-in intelligence system. Your secret advantage. And when you sideline them, you miss out on some of the most valuable insight you’ll ever get.

You’re not on the frontline—your employees are. So why make decisions that reshape their work without involving them? Be intentional about bringing them into the conversation. Check in with them. Ask what’s working and what isn’t. Treat their ideas as meaningful, because they are.

Empowering your frontline sets everything else in motion

Frontline empowerment isn’t optional anymore. When employees have the autonomy, data, and support to act with confidence, they create genuine moments of delight that ripple throughout the organization. And when they see their ideas influence real decisions, engagement rises, satisfaction improves, and customers feel the impact right away.

If you want meaningful change, start with the people closest to your customers. They know what’s working, what’s falling short, and where opportunities are hiding. What they need are leaders ready to listen and act. This is where true frontline empowerment begins.

1. Give employees work that plays to their strengths

When employees get to do work that aligns with their natural strengths, they show up more confident, more energized, and more ready to help customers. A cashier who loves conversation, a stock associate who thrives on organization, or a server who enjoys problem solving will all deliver better experiences when their roles play to what they do best. And when employees feel good about their work, customers feel it too.

Pro tip: Ask each team member which tasks make them feel most effective, then adjust responsibilities where you can. Even small realignments, like having your calmest employee handle tricky customer moments, make a big difference.

2. Develop managers who connect early and often

Strong frontline teams start with managers who invest in real connection. A quick check-in, a sincere question, or a moment of support goes further than most leaders think. New employees in particular thrive when they know someone is paying attention and rooting for them. When people feel valued from the beginning, they stick around longer and contribute more.

Pro tip: Have managers schedule brief weekly check-ins with teammates. No agenda—just space to talk, ask questions, and build trust.

3. Deliver simple, engaging training that actually prepares people

Training shouldn’t feel like a firehose. Clear, streamlined onboarding (like a video, a checklist, or a shadowing session) helps employees feel ready, reduces mistakes, and teaches them to serve customers confidently.

Pro tip: Ask a new hire to review your training materials and highlight what felt confusing. Update those areas first—it’s the quickest way to improve clarity.

4. Practice everyday gratitude

Small moments of recognition create a big lift. A “thank you for jumping in,” a quick shoutout in a shift huddle, or a note of appreciation builds morale and encourages employees to keep delivering their best. A valued team treats customers better—simple as that.

Pro tip: Start each shift with one quick recognition. It takes less than a minute and instantly strengthens the team’s mood.

5. Lead with empathy

Even with great technology, empathy is still an important differentiator. When employees feel understood, they pass that care on to customers. Human connection builds trust, and trust leads to stronger experiences, better reviews, and more loyal relationships.

Pro tip: Add a simple question to team meetings: “What’s making your job harder this week?” Listen carefully and take at least one action.

6. Give employees freedom to solve problems on the spot

Customers love quick resolutions, and employees love having the authority to help without jumping through approvals. Empowering frontline workers to fix small issues, like offering a quick replacement or honoring a discount, creates smoother experiences for everyone.

Pro tip: Set a clear “empowerment limit” (up to $20 in value, for example) that employees can use at their discretion to resolve issues immediately.

7. Build a culture of continuous learning

Employees stay more engaged when they see growth ahead of them. Even small learning opportunities, like shadowing a shift lead, taking on a small project, or practicing a new skill, signal that the company cares about their development. This builds stronger talent and future leaders.

Pro tip: Invite a seasoned team member to teach one short skill session each month. It'll boost their confidence and help build capacity among the rest of the team.

8. Encourage frontline reporting of barriers and issues

Frontline employees often spot problems long before leadership does. From bottlenecks at checkout to confusing signage, they see real-world friction every day. When they’re encouraged to speak up, brands catch issues early and improve operations faster.

Pro tip: Add a low-effort “friction log” to your break room or internal app where employees can drop quick notes anytime they notice a barrier, and check it daily for trends you can fix fast.

9. Use frontline insights to shape physical spaces

Employees usually know exactly where customers get confused, lost, or frustrated in a physical space. Their feedback helps you optimize layouts, improve product placement, and create smoother in-store experiences. And when stores improve, customers buy more and complain less.

Pro tip: Ask employees to point out the top three physical challenges customers face. Test small layout changes in one location and track the impact.

10. Integrate employee feedback into your CX data

Your employee insights often reveal issues customers either won’t articulate or don’t know how to express—broken processes, product pain points, or tools that slow everything down. Pairing employee feedback with customer data gives you a more complete picture and leads to smarter decisions.

Pro tip: Compare weekly employee feedback with your customer comments. Look for overlaps—those are your biggest opportunities to improve.

Key takeaways

• Frontline employees are closest to customers and hold essential insight into what works and what doesn’t.
• Empowered employees deliver better service, build stronger customer relationships, and are more satisfied.
• Clearer training, empathy, recognition, and freedom to solve problems can make a big difference in empowering your team.

Empowered employees create empowered experiences

Frontline employee feedback is some of the most valuable insight you’ll ever get. But collecting it in a consistent, meaningful way isn’t always simple. Employees are busy, managers are stretched, and without the right tools in place, important insights slip through the cracks.

That’s where having the right partner makes all the difference.

SMG helps brands tap into the voice of their frontline with clarity and ease. We enable you to gather honest feedback, spot emerging issues, and turn everyday employee insights into actionable improvements. When you combine empowered employees with the right listening tools, you build stronger customer experiences, stronger teams, and a stronger business.

Your frontline teams already know what needs to change. With the right support, you can hear it—and act on it.

Reach out to SMG today and let’s talk about how we can help you tap into and empower your frontline.