Greatest Myths Series: The Best Call Center Metric
Many professionals hail first-call resolution the best metric although it’s a relatively new metric. AHT, on the other hand, is a tried metric many call center managers swear by. Companies focused on high firstcall
resolution tout that this measure is a driver in satisfying customers. Moreover, high first-call resolution also implies efficient processes that avoid the rework associated with handling repeat customer calls.
AHT is a fundamental element required for many call center staffing models. Companies often drive lowering average handle time; reducing AHT yields fewer resources required.
Savvy utility executives know hope is not a plan when it comes to delivering consistent customer service. Measurement of the customers’ experience is critical. In a utility call center, which metric should a call center manager pursue: AHT or first-call resolution?
First-call resolution is properly addressing a customer’s need the first time he or she calls and eliminating the need for the customer to call again.
Customers are more satisfied when they can solve their issues with the first person they contact. At NSTAR, a gas and electric utility serving eastern Massachusetts, transactional research illustrated the power of first-call resolution. More than 90 percent of customers handled in the first call are satisfied with their customer service experience. This percentage dropped to 59 percent in situations where a customer had to contact NSTAR again. These results are not unique. Many companies have discovered the power of first-call resolution on customer satisfaction.
In addition, first-call resolution is indicative of effectiveness. Resolving an inquiry during the first call prevents rework and repeat calls. Why don’t all call centers pursue first-call resolution?
It is hard to measure. Research by Chartwell indicates there is no set standard for measuring first-call resolution in the utility industry. As a result, companies have several methods of measuring first-call resolution that range from measuring the percentage of calls transferred to measuring a sample of calls
monitored to asking customers during a transactional survey if their requests were handled in one call. Because there is no standard measurement, comparing results or defining good performance is difficult if not impossible. As a result, many call center managers do not try to measure first-call resolution.
Average Handle Time
AHT is the conversation and aftercall work time a customer service representative (CSR) spends working with a customer. For most call center managers, this metric is fundamental. Many call center managers can tell you how many full-time equivalents a 30-second reduction in AHT will create. Consequently, there is a large focus on AHT in call centers. Call center leaders measure AHT not only on an overall perspective, but by team, call type and CSR. This measure is monitored closely as a productivity indicator. AHT is an important driver in overall staffing models. To lower staffing and reduce costs, initiatives to drive down AHT are common.