The experience of frontline workers — the people most often interacting with customers day after day — is often an afterthought in most company's customer experience initiatives.

But prioritizing customers at the expense of employees can lead to burnout and high turnover.

Starbucks and Target have recognized the need to invest in their employees, as both look to their workers to boost customer experience. Starbucks is tying financial incentives to metrics like customer satisfaction, while Target is increasing training and adding more support for associates to encourage greater customer engagement.

Culture plays a role, too, especially in the contact center.

Some representatives don’t see a career path with a company. But creating the right culture — making staff feel appreciated and identifying opportunities for growth — can reduce turnover and improve customer service experiences, according to contact center leaders.

Here are six stories on how happy, satisfied employees improve customer experience and how companies are investing in their staff as part of their CX goals.