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Average Call Duration

Aver­age Call Dura­tion (ACD)

What is aver­age call dura­tion? Why is this an impor­tant metric?average handle time graph 1 Average Call Duration

Aver­age call dura­tion (ACD) is an easy bench­mark to under­stand and an insight­ful met­ric to track. Whether it's tracked for a small group of Level 2 engi­neers or for a con­tact cen­ter of sev­eral hun­dred agents, this met­ric can pro­vide insight into the effi­ciency of a support/service team.

ACD tracks the length of time a cus­tomer is on the phone. It's usu­ally mea­sured in min­utes and is exclu­sive of any pre-call prepa­ra­tion or post-call doc­u­men­ta­tion, typ­i­cally referred to as "wrap." By mea­sur­ing the dura­tion of the call, orga­ni­za­tions hope to find ways in which to improve the effi­ciency of the ser­vice they pro­vide, thereby con­trol­ling costs and increas­ing cus­tomer satisfaction.

There is no sin­gle “opti­mum” value of ACD that applies across all indus­tries or across all the var­i­ous lev­els of sup­port within a given orga­ni­za­tion. In gen­eral, ACD increases with the level of sup­port per­son­nel engaged. For this rea­son, it's impor­tant not to overem­pha­size the impor­tance of ACD with higher level sup­port teams. As the level of sup­port or com­plex­ity of the call increases, more empha­sis should be placed on thor­ough ques­tion­ing, test­ing, and con­firm­ing cus­tomer satisfaction.

An impor­tant use of ACD is mea­sur­ing the effec­tive­ness of changes in pro­ce­dures, train­ing, and coach­ing. A base­line mea­sure­ment taken before train­ing or a pro­ce­dural change can be com­pared to a sec­ondary mea­sure­ment taken after­wards. If a reduc­tion in ACD was both expected and observed, progress can be mea­sured. If not, the train­ing or pro­ce­dural change may need to be revisited.

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