Average Call Duration (ACD)
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.
- Customer Service by the Numbers: Average Call Duration
- What Are Your Contact Center Metrics Really Telling You?
- Technical Support and Customer Service — The Perfect Service Mashup
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