It seems like it should go without saying that that the workers on the front line – those who face the customers, sell the goods or deliver the projects – are a valuable asset. Yet often, they are treated as the opposite: at worst, expendable, and at best, beyond reach. Even companies who sit on the other side of that coin, who set out with the best intentions to value and engage on-the-ground staff as brand ambassadors and the foundation of all revenue, often struggle with how to go about doing it.