Customer Satisfaction More Important Than Average Handling Time (AHT)?


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Customer Satisfaction and Agent Satisfaction metrics are taking a considerable lead over Average Handling Time in the contact centre.

A recent survey by Call Centre Helper, sponsored by NewVoiceMedia, asked over 600 members of the contact centre industry to rate their metrics as ‘Very Important’, ‘Quite Important’ and ‘Not Important’.

The findings revealed that 95% of participants consider Customer Satisfaction to be ‘Very Important’, compared to just 46% who said that Average Handling Time was ‘Very Important’.

contact-centre-metrics

Customer Satisfaction was voted the most important metric in the 2015 survey.

Further findings showed that First Contact Resolution (77%) and Agent Satisfaction (65%) were also considered to be ‘Very Important’, while only 34% said the same of Sales Volume.

This suggests that the industry is shifting towards a more customer-centric strategy and away from the false economy of Average Handling Time.

The Customer Effort Score is more popular than NetEasy

The research also showed that the Customer Effort Score is more popular than the NetEasy Score – with only 23% of contact centre professionals rating the Customer Effort Score as ‘Not Important’ compared with nearly 60% for the NetEasy Score.

The NetPromoter Score is also struggling to hold its place in the industry, with nearly 40% of contact centre professionals voting it ‘Not Important’.

Download ‘What Contact Centres Are Doing Right Now (2015 Edition)’ to find out more.

Author: Megan Jones

Published On: 29th Jul 2015 - Last modified: 2nd Jan 2019
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