New research has revealed a stark reality for frontline workers in hospitality, retail, health, and aged care: customer aggression is on the rise, and more must be done to protect employee wellbeing.
An independent YouGov survey, commissioned by Start Beyond, an award-winning Virtual Reality (VR) and Augmented Reality (AR) immersive learning company, highlights the urgent need for action.
89 percent of HR leaders in retail and hospitality report concerns about staff safety due to customer aggression.
70 percent would invest in behaviour training if it reduces turnover and onboarding costs.
82 percent agree that improved customer behaviour training is essential for protecting frontline workers.
78 percent worry about the emotional toll on employees.
73 percent fear rising workers’ compensation claims.
Industry experts sound the alarm
Industry leaders, including Amy Towers, advisor to the Australian Retailers Association and founder of The Risk Collective, are calling for immediate action.
“The YouGov research reflects what we hear from clients: businesses need accessible and effective training solutions to prioritise worker safety,” says Towers. “We’ve tracked rising customer aggression, and it’s crucial that businesses act to protect employees from violence, aggression, and incivility.”
Towers notes that while training is key, traditional methods often fall short, particularly for large workforces and casual staff onboarding during peak periods.
After conducting a global search, she found Start Beyond, an Australian company developing VR/AR training solutions that deliver engaging, immersive, and psychologically safe learning experiences.
The Woolworths success story: VR training that works
Start Beyond piloted a bespoke VR program with Woolworths, providing over 40,000 employees with immersive de-escalation training. The results were unprecedented:
76 percent higher knowledge retention compared to traditional training.
Training completed four times faster.
On the back of this success, Start Beyond launched MINACA VR (Managing Incivility, Negativity, and Customer Aggression) – a first-of-its-kind VR program designed to help frontline workers handle difficult customer interactions.
Developed in collaboration with workplace psychologist Steven Booker, MINACA VR trains employees to identify and manage three key customer aggression profiles:
The “Bulldog” – Ego-driven customers frustrated by service, often verbally or physically abusive.
Image supplied WorkSafe Victoria
The “Viper” – Revenge-driven individuals retaliating over perceived unfair treatment.
The “Chameleon” – Manipulative customers using aggression for preferential treatment.
A scalable, cost-effective solution
Start Beyond CEO and Co-Founder Angus Stevens says the program is designed to empower employees while reducing workplace stress, turnover, and operational disruptions.
“MINACA VR equips employees with the skills and confidence to manage these difficult situations, protecting their mental health and ensuring businesses are prepared to face the challenges of rising customer aggression head-on,” says Stevens.
With 98 percent of HR leaders agreeing that de-escalation training is essential but struggling to access resources, MINACA VR provides a cost-effective and scalable solution. Beyond safeguarding employees, the program helps businesses meet compliance requirements, reduce staff turnover, and improve operational efficiency.
As customer aggression continues to rise, innovative VR training solutions could be the key to ensuring hospitality and retail workers feel safe, supported, and prepared.
