In today’s fast-paced digital world, the success of a contact center hinges on the ability to effectively monitor and optimize key performance indicators (KPIs). For leaders, understanding and tracking these KPIs is crucial to enhance operational efficiency, improve customer satisfaction, and drive overall business performance.

This article delves into the six essential KPIs that every contact center leader should keep a close eye on: Average Speed of Answer (ASA), Average Handle Time (AHT), Average Hold Time, Average Wrap Time, Average Abandon Rate, and Average Quality Score.

By focusing on these metrics, leaders can gain invaluable insights into their team’s performance, identify areas for improvement, and implement strategies that ensure their contact center thrives in an increasingly competitive landscape.

1. Average Speed of Answer (ASA)

ASA measures the average time it takes for an agent or associate to answer an inbound call. It’s crucial because long wait times can lead to customer dissatisfaction and increased call abandonment rates.

How it’s calculated & Industry Benchmarks

Root Causes:

Understaffing: When a contact center does not have enough agents to handle the incoming call volume, customers are left waiting in the queue longer, leading to higher ASA times. This issue often arises from inadequate workforce management or unexpected surges in call volume.

Inefficient Call Routing: Inefficient call routing can significantly increase ASA times. If calls are not directed to the right agent promptly due to poor Interactive Voice Response (IVR) systems or outdated Automatic Call Distribution (ACD) technology, customers spend more time waiting for their calls to be answered by the appropriate representative.

High Call Volume and Complexity: High call volumes, especially during peak times or due to specific events or issues, can lead to increased ASA. Additionally, complex customer inquiries that take longer to resolve can also cause longer queues and waiting times.

Suggestions for improvement:

Operational:

1. Increase staffing levels during peak times to reduce wait times.
2. Implement skill-based routing to ensure calls are directed to the most appropriate agent.

2. Average Handle Time (AHT)

AHT is the average duration of a single transaction, including hold time, talk time, and follow-up tasks. It is important as it reflects the efficiency and productivity of the contact center.

How it’s calculated & Industry Benchmarks

Root Causes:

Insufficient Agent Training: When agents lack comprehensive training, they may struggle to resolve customer inquiries efficiently. This can lead to longer call durations as agents take additional time to find solutions or consult with leaders, increasing the overall handle time.

Complex Customer Issues: Some customer inquiries are inherently more complex and require more time to address. This includes technical problems, billing disputes, or situations requiring extensive troubleshooting. As a result, the average handle time can rise due to the nature of these more involved interactions.

Inefficient Processes and Systems: Outdated or poorly integrated systems can slow down the resolution process. For example, if agents have to navigate multiple systems to retrieve information or perform actions, this can significantly increase the time taken to handle each call. Streamlining processes and upgrading technology can help reduce these inefficiencies.

Suggestions for improvement:

Operational:

1. Train agents to handle calls more efficiently by using scripts and checklists.
2. Encourage first call resolution to reduce the need for follow-up calls.

3. Average Hold Time

AHT is the average duration of a single transaction, including hold time, talk time, and follow-up tasks. It is important as it reflects the efficiency and productivity of the contact center.

How it’s calculated & Industry Benchmarks

Root Causes:

Lack of Information or Resources: Agents may place customers on hold frequently if they need to gather information, consult with colleagues, or use multiple systems to find the necessary details. This can be due to inadequate training or inefficient knowledge management systems that slow down the process of retrieving information.

Insufficient Staffing Levels: When there are not enough agents to handle the incoming call volume, existing agents may have to place calls on hold while they finish up with previous callers. This scenario often arises during peak times or unexpected surges in call volume, leading to increased hold times.

Complexity of Issues: Some customer issues are more complex and require more time to resolve, which can necessitate placing the caller on hold. This is particularly common in technical support or specialized service departments where agents need to perform in-depth troubleshooting or access specific systems and tools to resolve the customer’s problem.

By addressing these issues, contact centers can reduce average hold times and improve overall customer experience.

Suggestions for Improvement:

Operational:

1. Improve agent training to handle inquiries more quickly and efficiently.
2. Use real-time monitoring to identify and address issues causing excessive hold times.

Technological:

Implement call-back technology to allow customers to opt for a call-back instead of waiting on hold.

4. Average Wrap Time

Average Wrap Time refers to the time an agent spends completing work related to the call after the call has ended. Reducing wrap time is important for increasing agent availability and overall productivity.

How it’s calculated & Industry Benchmarks

Root Causes:

Detailed Post-Call Documentation: Agents may need to spend significant time documenting the details of each call, entering notes into the CRM system, and updating customer records. This can be particularly time-consuming if the call involved complex issues or multiple steps that need thorough documentation to ensure accurate record-keeping and future reference.

Inefficient Workflow Processes: Outdated or cumbersome processes for completing post-call tasks can lead to longer wrap times. If agents have to navigate multiple systems or follow a lengthy series of steps to complete their post-call work, this can significantly extend the time required to wrap up a call.

Inadequate Training or Support Tools: If your staff are not properly trained on efficient post-call procedures or lack access to effective tools and templates, they may spend more time than necessary completing their wrap-up tasks. Ensuring agents are well-trained and have the right tools can help streamline post-call activities and reduce wrap times.

Suggestions for Improvement:

Operational:

1. Standardize post-call processes to streamline wrap-up tasks.
2. Provide agents with templates and quick-entry forms for common post-call documentation.

5. Average Abandon Rate

Average Abandon Rate is the percentage of calls that are terminated by the customer before speaking to an agent. Lowering the abandon rate is critical for ensuring customer satisfaction and service level compliance.

How it’s calculated & Industry Benchmarks

Root Causes:

Long Wait Times: One of the primary reasons customers abandon calls is because they are left waiting in the queue for too long. If the call center is understaffed or experiencing high call volumes, customers may become frustrated with extended wait times and choose to hang up before their call is answered.

Inadequate Call Routing: Inefficient call routing systems that fail to direct callers to the appropriate agents quickly can lead to increased abandon rates. If customers are bounced around different departments or placed on hold repeatedly, they are more likely to abandon the call out of frustration.

Lack of Callback Options: Providing customers with the option to receive a callback when an agent becomes available can significantly reduce abandon rates. When this option is not available, customers who are unable to wait on hold are more likely to abandon the call, particularly during peak times or when all agents are busy.

By addressing these issues, contact centers can improve customer satisfaction and reduce the average abandon rate.

Suggestions for Improvement:

Operational:

1. Ensure sufficient staffing during peak hours.
2. Improve call forecasting and scheduling to match call volumes.

6. Average Quality Score

Average Quality Score is a metric that measures the overall quality of interactions between agents and customers based on predefined criteria. It’s vital for ensuring consistent and high-quality customer service.

How it’s calculated & Industry Benchmarks

Root Causes:

Inadequate Agent Training: When agents are not thoroughly trained, they may lack the necessary skills and knowledge to handle customer interactions effectively. This can lead to poor communication, insufficient problem resolution, and a lack of professionalism, all of which negatively impact quality scores. Continuous training and development are crucial to maintaining high standards of service.

Lack of Quality Monitoring and Feedback: Without regular monitoring of calls and providing constructive feedback, agents may continue to make the same mistakes. Effective quality assurance processes involve reviewing interactions, scoring them against set criteria, and giving agents actionable feedback to improve their performance.

Ineffective Tools and Resources: If agents do not have access to efficient tools and resources, they may struggle to provide accurate and timely information to customers. This can result in prolonged call durations, repeated information requests, and overall poor customer service experiences, leading to lower quality scores. Ensuring that agents have the right technology and resources can significantly improve the quality of service they deliver.

Addressing these issues can help improve average quality scores, leading to better customer satisfaction and overall performance of the contact center.

Suggestions for Improvement:

Operational:

1. Provide regular feedback and coaching to agents based on quality evaluations.
2. Develop and enforce standardized call handling procedures.

Technological:

Use quality monitoring software with speech analytics to provide real-time feedback and identify training opportunities.