Once upon a time the customer was always right, but today's retail workers say that's changed.

A new survey by The Shop, Distributive and Allied Employees Association has revealed customer abuse in Australia is rampant and rising.

Key points: 15 per cent of retail staff have been physically attacked in the past year

15 per cent of retail staff have been physically attacked in the past year A new trial will give retail staff de-escalation and negotiation training

A new trial will give retail staff de-escalation and negotiation training The Reject Shop's 6,000 staff are among those taking part

The poll of 6,000 workers found 88 per cent had been verbally abused in the past 12 months, while 15 per cent were physically attacked and 11 per cent sexually harassed.

An Australian-first trial has been launched by insurance provider icare to reduce those numbers across NSW.

A key strategy of the trial is to reject the ideology that the "customer is always right".

The Reject Shop — a retail chain with over 6,000 staff — has signed up to the experiment alongside fast-food chain KFC.

Icare CEO John Nagle is running the trial alongside the SDA, Griffith University, The Reject Shop and KFC. ( ABC News: Selby Stewart )

Reject Shop CEO Ross Sudano said customer aggression had worsened.

"We are seeing the incidents in our stores and the frequency of poor behaviour growing continually," Mr Sudano said.

"In the worst cases we are seeing physical violence against our staff.

"The impact of that ranges from people not wanting to come to work, to a loss of confidence, anxiety and even depression."

Workers in the trial will record any negative customer interactions in a diary before receiving de-escalation and negotiation training.

The companies will also be given strategies to reduce bad customer behaviour, such as making aisles wider and clearer signage to avoid confusion.

Icare's chief executive John Nagle said customer abuse was costly to Australia.

"We know the average claim for a mental health injury — which abuse quite often triggers — is $24,000," Mr Nagle said.

"If you think about the number of people in the retail sector, if 85 per cent of them are experiencing some sort of abuse, the numbers could be quite significant."

Senior retail worker Adam Stormont was threatened with physical violence after standing up for a colleague. ( ABC News: Selby Stewart )

Senior retail worker Adam Stormont said he had been called "every name under the sun".

"I've witnessed vile name calling, racial abuse and physical abuse," he said.

"When someone says they'll come back and hurt you it has a significant impact on you."

He hoped the trial will change the experience of Australian workers.

"It would mean I can get to work, do my job, help the customers and not have to worry about being abused."