In contact centres, performance is often measured using key performance indicators (KPIs). One common metric is Average Handling Time (AHT), which tracks how long agents spend on customer interactions. But should it be used as a target for agents?
To find out more, we asked Ben Booth, CEO at MaxContact, whether or not contact centres should remove AHT as an agent target.
Video: Should You Remove Average Handling Time (AHT) as an Agent Target
Watch the video below to hear Ben explain whether or not contact centres should remove AHT as an agent target:
With thanks to Ben Booth, CEO at MaxContact, for contributing to this video.
3 Considerations When Using AHT as an Agent Target
Although Ben believes AHT should not be removed as an agent target, he outlined three considerations contact centres should bear in mind when using it:
1. AHT Shouldn’t Be Used in Isolation
Focusing only on AHT can lead to bad customer experiences, as if agents feel pressured to keep calls short, they may rush customers or fail to resolve issues properly, as Ben explains:
“If you use average handle time as a single KPI, it typically drives more customer experience behaviour within the contact centre.
When you target your agents to get off the interaction, that’s not a good customer experience and typically increases the average handle time of the whole journey with repeat interactions.”
This often leads to repeat calls, increasing overall handling time.
2. It’s a Useful Indicator, Not a Goal
AHT can highlight potential problems, such as a need for better training or complex queries that take too long to resolve. Instead of using it as a strict target, it should be a tool to identify areas for improvement.
“But it should be used as a leading indicator of problems. So if the average handle time is high, you could look at what’s the reason those interactions are high? Is it a training issue? Is it a certain type of case that people don’t know how to solve?”
3. It Works Best Alongside Other KPIs
No single metric tells the full story. AHT should be used alongside other KPIs, such as customer satisfaction and first-call resolution, to get a clearer picture of performance.
“I’d say no KPI should be used in isolation and should always be used in conjunction to give you a full view of what’s going on in the contact centre.”
A balanced approach helps improve both efficiency and customer experience.
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Author: Ben Booth
Reviewed by: Robyn Coppell
Published On: 11th Apr 2023 - Last modified: 29th Apr 2025
Read more about - Video, Average Handling Time (AHT), Ben Booth, MaxContact, Videos
