Beyond Average Handle Time
Traditional contact centre metrics focused on efficiency - how quickly can we get customers off the phone? Modern metrics balance efficiency with effectiveness and experience.
The Essential 10
1. First Contact Resolution (FCR)
The percentage of issues resolved in a single interaction. Target: 70-75%
Why it matters: Every repeat contact costs money and frustrates customers.
2. Customer Effort Score (CES)
How easy was it to get the issue resolved? Scale of 1-5.
Why it matters: Low effort correlates with loyalty and repurchase.
3. Net Promoter Score (NPS)
Would customers recommend you? Scale of -100 to +100.
Why it matters: Promoters drive organic growth; detractors damage reputation.
4. Average Speed of Answer (ASA)
Time from queue entry to agent connection. Target: <20 seconds.
Why it matters: Long waits create negative first impressions.
5. Abandonment Rate
Percentage of callers who hang up before reaching an agent. Target: <5%.
Why it matters: Abandoned calls represent lost revenue and unhappy customers.
6. Agent Utilisation
Percentage of time agents spend on customer interactions. Target: 75-85%.
Why it matters: Balance productivity with burnout prevention.
7. Transfer Rate
Percentage of calls transferred to another agent or department. Target: <10%.
Why it matters: Transfers frustrate customers and indicate routing issues.
8. Quality Score
Evaluation of call handling against defined criteria. Target: >85%.
Why it matters: Consistency drives customer experience.
9. Cost Per Contact
Total operational cost divided by contact volume.
Why it matters: Benchmark against industry and track improvement.
10. Employee Satisfaction (ESAT)
Agent happiness score. Target: >4 out of 5.
Why it matters: Happy agents create happy customers.
Implementation Tips
- Choose 5-7 metrics maximum for regular reporting
- Set realistic targets based on your baseline
- Review and adjust quarterly
- Share metrics transparently with teams
- Celebrate improvements, address declines
The best contact centres balance customer experience, operational efficiency, and employee wellbeing. Metrics should reflect all three.
