Almost 90% of HR leaders in retail and hospitality report concerns about the safety and wellbeing of frontline workers due to customer aggression.
The findings are from an independent YouGov survey commissioned by VR and AR studio Start Beyond. The survey also found 78% of HR leaders in the industry worry about the emotional toll on employees and 73% fear increased workers’ compensation claims.
82% agree that improved customer behaviour training is essential to protect frontline staff.
Amy Towers, founder of The Risk Collective and an advisor to the Australian Retailers Association, has worked closely with some of Australia’s largest retailers to improve workplace health and safety training.
“The YouGov research reflects what we hear from clients: businesses want accessible and effective training solutions that prioritise their workers’ health and safety,” she says.
“Traditional methods of training frontline staff have proven outdated, ineffective, and costly. Today’s workforce, especially younger employees, needs training that is engaging, impactful, and memorable.”
VR training solution
Start Beyond has designed a groundbreaking VR training tool to address rising levels of customer aggression and safeguard the mental and physical wellbeing of frontline staff.
Developed in partnership with workplace health and safety experts The Risk Collective, MINACA VR uses immersive 360° video technology to place employees in real-world, high-stress scenarios. This allows workers to practice de-escalation techniques in a safe, controlled environment – allowing them to learn through experience, without the real-world risk.
The tool was built following a successful pilot with Woolworths where over 40,000 employees had access to a bespoke VR program delivering results which far exceed traditional methods of learning (76% higher rate of knowledge retention, training completed 4x faster).
Practical solutions for real-world challenges
MINACA VR focuses on three customer profiles identified by WHS expert Steven Booker, founder of The Risk Collective, based on industry data:
- Bulldog: Ego-driven customers frustrated by service, often verbally or physically abusive.
- Viper: Revenge-driven individuals retaliating due to perceived unfair treatment.
- Chameleon: Manipulative customers using aggression for preferential treatment.
The program, delivered via PICO G3 VR headsets and Samsung Galaxy tablets, offers a plug-and-play solution that eliminates complex IT requirements. Employees experience various high-pressure environments, such as shop counters and in-store interactions, gaining confidence and proficiency in de-escalation techniques.
With 98% of HR leaders agreeing on the importance of de-escalation training but many struggling to secure the necessary resources, MINACA VR offers a cost-effective and scalable solution.
Angus Stevens, CEO and Co-Founder of Start Beyond, says, “Customer aggression is not just a frontline issue – it’s a business problem”.
“Investing in staff wellbeing is essential for long-term organisational success,” he says. “MINACA VR not only protects employees but also ensures businesses are prepared to face the challenges of rising customer aggression head-on.”
