Frontline workers make up the majority of the global workforce and are the face of many industries—yet a growing frontline gap is leaving them feeling undervalued, disconnected, and overlooked. According to a new Workvivo study, this gap—driven by poor communication, lack of recognition, outdated technology, and limited career growth—directly impacts morale, retention, and customer experience. With 80% of the workforce operating outside traditional office environments, closing the frontline gap is now a strategic priority for organizations that want to compete in a fast-changing economy.

Key Findings on the Frontline Gap

Workvivo’s survey of over 7,500 frontline workers across retail, healthcare, manufacturing, and other sectors revealed five critical areas where frontline employees feel left behind: culture, recognition, communication, technology, and career growth.

Nearly half of respondents said their organizations prioritize office staff, even though many believe their work has greater business impact. Eighty-seven percent aren’t sure their company culture applies to them, and only 13% see a clear path for career advancement. Two-thirds find their communication tools ineffective, and 70% want more insight into company decisions. Without action, these gaps can fuel alienation, microcultures, and turnover—hurting both brand reputation and customer loyalty.

Why Engaging Frontline Workers is a Business Imperative

Frontline employees aren’t just operational support—they shape brand perception every day through direct customer interactions. Research shows that engaged employees drive better service, leading to higher customer satisfaction, loyalty, and profitability. In fact, 92% of executives link engagement to superior service, with measurable gains like a 10% increase in customer ratings and up to 23% higher profitability.

Companies that empower frontline teams with real-time communication, recognition, and growth opportunities not only improve internal alignment but also create a competitive advantage in service quality and customer trust.

Bridging the Frontline Gap with Recognition, Technology, and Safety

The Workvivo study found that recognition is a top driver of belonging, with 39% of workers saying public praise means more than bonuses. Innovative reward platforms now link incentives to specific behaviors—improving adoption of best practices and safety compliance.

On the technology front, integrated platforms like Microsoft 365 Frontline, Zoom Workplace for Frontline, and RingCentral are streamlining communication, scheduling, and collaboration. Safety tools such as Samsara’s AI-powered wearables and dash cameras reduce accidents and improve real-time incident response. Together, these solutions help frontline workers feel supported, connected, and protected—critical factors in retention and engagement.

The Future of Frontline Engagement

Addressing the frontline gap requires shifting from viewing these employees as a cost center to recognizing them as strategic assets. This means embedding recognition into culture, providing clear career pathways, ensuring leadership transparency, and investing in technologies that meet the unique needs of frontline roles.

As hybrid work, gig models, and AI adoption reshape industries, companies that proactively engage their frontline teams will build resilience, drive innovation, and strengthen customer relationships—turning today’s frontline gap into tomorrow’s competitive edge.