Historically, most contact centres have measured their performance by using conventional efficiency metrics – especially average handle time (AHT). This is the average amount of time an agent spends on any given customer interaction; whether it’s talk time, hold time, or any form of after-call work.
Whilst this approach can have its uses, it can fundamentally interfere with the delivery of an exceptional customer experience.
Identifying the Problem with Average Handle Time (AHT)
Here’s an example of the problem in practice. My team once observed that our contact centre’s reliance on AHT was having a variety of unintended consequences. Agents were feeling pressured to keep calls short, which sometimes came at the expense of fully resolving issues reported by customers. The result?
📉 Repeat contacts, which frustrated customers and agents.
Challenging conventional thinking: Average handle time (AHT)
We recognised that we needed to adjust our approach. Rather than treating average handle time (AHT) as the definitive KPI, we emphasised first-call resolution (FCR) and customer satisfaction (CSAT).
The hypothesis was simple: granting our agents the time to resolve issues in the first interaction would reduce repeat calls and improve overall satisfaction.
This required a fundamental cultural shift:
- Training & development: We introduced training sessions on active listening and problem-solving skills.
- Empowering agents: We provided agents with greater autonomy to resolve issues without unnecessary escalations.
- Redesigning metrics: We adjusted performance incentives to reward resolution and service quality rather than call speed.
The results
Initial reactions to the new strategy were, initially, skeptical. AHT rose temporarily but, over time, we found that repeat contacts declined 📉 – and both FCR and CSAT scores improved significantly. More importantly, our agents reported greater job satisfaction and focus – empowering them to prioritise helping customers.
The key takeaway
What this experience taught us is that the traditional efficiency metrics used by contact centres can actually have an adverse effect on customer satisfaction. By reframing success, prioritising value and quality over speed, we improved team morale and lowered our operational costs.
By challenging the established norms in contact centres, new and far-reaching efficiencies can be uncovered. When a team questions assumptions, and aligns operational goals with the evolving needs of customers and employees, transformational results can be achieved.
Is it time to rethink your metrics?
If your contact centre is stuck chasing speed at the expense of satisfaction, we can help you shift the focus to what really matters. 📞 Get in touch to explore how a smarter strategy could transform your team—and your results.
