Survey: Tech on retail’s front line holds promise for employee & customer experiences

Retail’s frontline workers have experienced significant pressure during the pandemic. They’ve kept our businesses open in the face of risk to their own health, pivoted to evolving safety directives, taken on new roles with the influx of fulfillment and curbside pick-up options, and borne the brunt of customer frustration over supply chain-related shortages—all against the backdrop of extreme labor shortages.

Retailers have made major technology investments in support of customer experience during this time, but there is an opportunity to bring this innovation to frontline workers. (Let’s not forget that 80 percent of the retail workforce works on the frontline!) Survey results from Microsoft’s Work Trend Index show that 60 percent of these employees are excited about the new opportunities that digital tools bring to retail. But 34 percent feel they still don’t have the right technology. That tension isn’t new, but it does contribute to many considering a job change.

The survey of frontline workers across industries, conducted in October and November 2021, sought to better understand the pandemic’s impact on frontline workers and the role technology plays in their jobs. Among retail industry respondents, it showed three important ways that digital tools can help staff support customers, grow their skills, and feel connected and valued on the job.

1. Employee empowerment drives customer service

Customer experience and employee experience have always been two sides of the same coin. While they haven’t always received the same level of attention, we’re seeing a shift to more employee-centric business models—with promising potential benefits for worker wellness, retention, and enablement.

Many frontline workers are struggling. The survey shows that 59 percent expect their stress level to stay the same or worsen over the next year. Meanwhile, supply chain issues and labor shortages are making their jobs more difficult, with challenges that impact customer service. We’re at an inflection point, and there is a real opportunity to reduce frontline workers' stress by empowering them with the right digital tools and data. Retail frontline workers said it themselves: Nearly half of those surveyed responded that having better tech tools would make their jobs easier.

Retailers like Boots Opticians, a member of the Retail Pharmacy International Division of Walgreens Boots Alliance, are transforming the experience of their frontline workers already. By using the Microsoft Cloud and Teams they are improving communication and collaboration for nearly 6,000 team members across the United Kingdom. As Cahir Mullan, Franchise Partner and Optometrist says, “With Tasks in Teams, we can create a culture of relentless customer care and make sure that the right behaviors are in place in the pursuit of that goal. If we get the customer care element right, the business result will speak for itself.”

2. Automation frees workers for higher-impact tasks

Many frontline workers in retail are digital natives who expect technology at work to be as accessible as it is at home. Survey results show that two-thirds are excited about the job opportunities that technology offers, but only one-third say they are equipped with the right tools. They say technology ideally would offer more control over schedules, options to limit time on menial tasks such as manual inventory, and avenues to grow skills.

With Microsoft Teams, retailers can automate certain tasks and simplify scheduling by enabling workers to easily communicate their availability and swap shifts. Microsoft Viva provides context-appropriate resources to help employees take more control of their development. We’ve seen engagement soar among workers using these tools, with more than 400 percent growth in monthly usage of Microsoft Teams for Frontline since the pandemic began.

Canadian Tire shared the pain of countless retailers when COVID-19 created a barrier to in-person shopping. But just as it’s led the way in the Canadian retail space, the company innovated to provide a safe space for customers by using Microsoft Teams to quickly create a reimagined curbside delivery capability. “We’ve had rave reviews from our customers about the great experience using our curbside pick-up at the store,” says Paul Medeiros, Associate Dealer-Owner. “They’re blown away by the communication and the level of service they’re getting via Teams, and the resulting trust means more overall shopping with Canadian Tire.”

 3. An engaged workforce attracts top retail talent

A more rewarding on-the-job experience is critical for retention, and workplace culture is a major ingredient. The younger generation fueling retail’s frontline puts a premium on that, craving connection, belonging, and recognition from leadership. Yet 62 percent of frontline workers in retail say it’s not a priority for leadership at their company, and 61 percent say communication from leaders isn’t trickling down to them.

We’re already seeing customers, like Marks & Spencer, succeed in making meaningful connections between the top floor and shop floor using Microsoft Teams to create a positive feedback loop. “From the very top of the business, we use Teams to communicate to specific groups, individual departments, and even single employees. It’s a big step forward and it helps us provide better customer service,” said Sacha Berendji, Group Property, Store Development & Technology Director. Using Microsoft tools, retail associates can share ideas and provide customer insights, and communicative leaders can drive deeper engagement, sending the message that every individual’s contribution is valued. 

Technology that serves customers and the frontlines

Retail always has been and always will be a people business - this is not something we expect to change! It's why we’re so excited to partner with retailers across the globe as they transform the frontline worker experience together with Microsoft. To learn more about the latest research from our Work Trend Index Report, featuring perspectives from the front line read the report in full here.