Amidst all the highs and the lows of our collective response to the crisis-ridden 2020, there’s a set of people who have been the bridge between organisations and customers - the frontline staff. We often imagine the frontline staff to be just the nurses and doctors that have saved countless lives, and their work definitely deserves the plaudits it is getting. Yet, the term “frontline staff” also encompasses those that often go unnoticed. This includes sales staff, delivery executives or other customer-facing staff of organisations. These frontline employees have braved the risk of infection and worked through the lockdown. They have provided services and products at people’s doorsteps, be it in the form of household repairs or maintenance, door delivery of groceries or food delivery, sales staff providing loans from financial institutions for instance.

Lives and livelihoods

Harish, a food delivery executive, speaks of his experiences. "When I enter large apartment buildings, they check my temperature and collect orders at the gate. I was initially afraid but I need the money and the weekly payouts from the company help" he says.

"It is a risk and my parents back home watch Covid-19 related news on television and tell me to be careful. I hope customers too, understand our situation and are a little more understanding when there are delays or when we call for directions," he adds.

It’s the same story with milk delivery person/grocery store owner Chandrashekar who has been delivering milk to the doorstep of many apartments for several years. He has not missed a day’s delivery since the first lockdown was announced.

"I am committed to my customers so I don't want to break that trust. I hope they too are understanding of my side of the story and are patient when there are a few delays," he says.

"I have elderly parents, two children and my wife at home who are all dependent on me, and I know that if my health is affected, they will suffer, so despite the initial fear, I have taken precautions and continued working," he adds.

For most customers, people like Harish or Chandrashekhar are just delivery persons at their doorsteps. But it helps to remember that salespersons or service executives are doing their jobs at great personal risks.

How can we treat the sales or frontline staff better:

As customers

• Keep in mind that the sales executive or the delivery person at the door doesn’t have the luxury or privilege of working from home. Always remember to be kind and empathetic. As a customer, a simple thank you could go a long way.
• Incase of a delay from a delivery agent, politely asking them about the reason, could help. That human touch goes a long way in making them feel appreciated and supported. The ‘nameless’ ‘faceless’ frontline executive has a family, children, parents and has a story of his or her own to share.
• When there’s a frontline staff member such as a loan recovery agent or a sales executive at the door, and they can be persuasive or assertive because it is a part of their job. Be aware of your own privacy but at the same time talk to them and raise any concerns you may have with the company/organisation. Never forget to be courteous.

As employers

• From the organisation’s perspective, the frontline staff you send out to meet your customers every day is central to your business, so it helps to treat them better. Provide them adequate infrastructure by way of sanitisers or masks in a pandemic situation like now. In general, counsel customer-facing salespersons and frontline staff in etiquette and better communication.
• Thank your sales staff for their work. Seek out their stories -- where they live, their families and their concerns. That makes them feel seen and heard. As an organisation, building a personal touch isn’t very difficult. Have a policy where your sales staff can walk up to you and share concerns.

A small act of kindness goes a long way

Frontline and sales staff have been the backbone behind many services reaching our doorstep during this crisis. They face customers day in and day out, braving the vagaries of weather and traffic, putting aside any personal challenges they may have, even in the best of times. In times such as now, when there is a pandemic, their jobs become that much more difficult as they put their health at risk. Understanding their situation and treating frontline staff better is important at the individual and organisation levels. Any small act in cash or kind, could go a long way for those that brave these challenges for us on a daily basis.