"Proud Dad of Two": New Research on the Impact of Messaging on Name Badges in Retail

Fascinating new research from Australia (click here) that looked at how to cut down on Customer Verbal Abuse (CVA) – this when customers shout at, insult, or threaten frontline employees.

Our working group consistently call verbal and physical abuse in their stores as a growing problem for their business, leading to physical injury, mental stress, lower morale, greater absence rates, higher staff turnover, lower retention while making it all the harder to recruit.

All this we know. This research was centred on a low-cost, practical solution, called “under badges.”

These are small tags worn under an employee’s name badge that show a tiny bit of personal information – for example, “I’m studying engineering” or “Proud dad of two”.

The hypothesis was that if were to humanise staff – to remind customers they are real people, not just “store workers.” that the levels of abuse would reduce.

The project explored this hypothesis via three methodologies:

1. Interviews with retail employees – Staff said that when they wore under badges, customers were often kinder, more patient, and more respectful. The personal touch made them feel more human in the eyes of the customer.
2. A test with 600 shoppers – In a simulated situation where service went wrong, customers who saw staff wearing an under badge were less likely to verbally abuse them.
3. A repeat test of 600 shoppers – The results held true again, showing the idea works and is reliable.

In short, the research showed that small, personal details on badges made a big difference. They didn’t stop every angry customer, but they cut down on verbal abuse and made interactions more respectful.

It works because people are less likely to be rude or aggressive when they see the other person as a human being. The badge helps break down the “us versus them” feeling that can build up in stressful retail or security situations. When customers feel a personal connection, they’re less likely to lash out.

Given these insights, this could be a practical, low-cost idea that any organisation can use to deliver,

• Reduced number of physical and verbal abuse incidents.
• Better morale and retention, when employees feel respected, they are more likely to stay in the job and do it well.
• Improved customer atmosphere, A more positive tone in stores often leads to fewer thefts and arguments.

Retailers who might want to act on these research insights might want to consider these five ideas.

1. Do a trial of under badges – Add small, optional tags under name badges that share something human, not private. Examples: “Mini fan,” “Animal lover,” “Here since 2021.”
2. Train staff to use them positively – Remind them they can choose what to share and that it’s about creating empathy, not giving away personal details.
3. Promote “service civility” – Make respect part of your store or site culture. Clear signs saying “We treat everyone with respect” can reinforce this.

If this is something you feel inclined to test, maybe you can follow their methods, listen to staff and track changes in incidents and let us know your results?