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Respect Behind the Counter, Raising Awareness of Mental Health

Understanding the Human Behind the Uniform

In the retail and service industries, customer advisors are the face of the brand, often expected to serve with a smile regardless of the circumstances. However, what’s often overlooked is the emotional toll this work can take, especially when faced with rude or aggressive behaviour. The long-standing adage, “the customer is always right,” has unfortunately become a license for some to treat staff with disrespect, without considering the consequences.

The Hidden Mental Strain of Customer Advisors

Customer advisors are often the unsung heroes of the high street. They are there to assist, inform, and represent a company professionally, but they are not there to be shouted at, belittled, or physically disrespected. Many endure daily abuse from customers who:

  • Shove phones into their faces, demanding assistance
  • Snap fingers or call out “oi” to get their attention
  • Verbally abuse them over stock shortages or company policies
  • Insist on surnames and escalate matters unnecessarily
  • Open and use non-tester hygiene products such as hair, skin, or body items
  • Blame the staff for technical faults or delayed deliveries
  • Violate store rules, then become aggressive when corrected

This hostile behaviour is not only unacceptable, it’s harmful. Repeated exposure to such treatment can trigger anxiety, depression, burnout, and even PTSD.

When Politeness Becomes a Punching Bag

Once upon a time, customer service meant polite exchanges and genuine helpfulness. But today, many workers suffer in silence because:

  • Not all retailers have HR departments or mental health provisions
  • There’s fear of retaliation or job loss if a staff member speaks out
  • Management may prioritise customer satisfaction over staff wellbeing
  • Mental health is still stigmatised in certain retail environments

This creates a toxic cycle where staff are worn down, unsupported, and made to feel disposable.

Case Study: When a Bottle Becomes a Biohazard

Consider the example of a woman who painted her nails using various bottles of non-tester nail polish on display. While she may have seen it as harmless, her actions risked contaminating every bottle. If she had a fungal infection, it could lead to serious health risks and result in the store having to recall stock, incurring a financial loss and posing a danger to others. Worse still, when approached by a staff member, such individuals often react with hostility, rather than taking accountability.

This isn’t simply bad behaviour. It reflects a lack of awareness, empathy, and basic hygiene understanding.

Customer Advisors Deserve Dignity and Respect

Here are a few truths that all customers should keep in mind:

  • Customer advisors are not required to give their surnames.
  • They are not your personal shoppers or servants.
  • They are people with emotions, stresses, and boundaries.
  • They deserve to be treated with kindness, not contempt.

Before speaking harshly to anyone, not just retail staff, ask yourself: “Would I say this to a friend or family member the same way I spoke to a stranger (customer advisor)”?

Suggested Mental Health Resources for Customer Advisors

Customer advisors experiencing workplace stress or emotional strain should consider accessing:

Retail employers should be actively encouraged to implement well-being policies and consider providing employee assistance programs (EAPs), staff counselling access, and anonymous feedback systems.

Conclusion: Kindness Costs Nothing

We never truly know what someone is going through—be it grief, stress, anxiety, or personal hardship. So next time you walk into a shop or speak to a customer advisor:

✅ Don’t click fingers
✅ Don’t demand names
✅ Don’t assume you’re entitled to open products
✅ Don’t speak to anyone as if they are beneath you

Let’s replace entitlement with empathy and rudeness with respect. Because karma has a way of reminding us all, how we treat others eventually comes full circle.

Resources

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Andrew Jones Journalist
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Andrew Jones is a seasoned journalist renowned for his expertise in current affairs, politics, economics and health reporting. With a career spanning over two decades, he has established himself as a trusted voice in the field, providing insightful analysis and thought-provoking commentary on some of the most pressing issues of our time.

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