Measuring What Matters: Beyond Handle Time and CSAT

For decades, contact centers have lived and died by a small set of metrics. Average Handle Time (AHT) has been used to measure efficiency, while Customer Satisfaction (CSAT) surveys have been the go-to for customer happiness.

But here’s the truth: AHT and CSAT only tell part of the story. Today’s customer journeys are complex, spanning multiple channels and touchpoints. If we only measure speed and basic satisfaction, we miss the deeper indicators of customer loyalty, agent performance, and long-term business outcomes.

It’s time to rethink what we measure and why.

‍

Why Handle Time and CSAT Fall Short ⏱️😐

Average Handle Time (AHT)
AHT focuses on efficiency but often at the expense of effectiveness. Short calls are not always good calls. In fact, pushing for faster handle times can reduce First-Contact Resolution (FCR) and increase repeat contacts (SQM Group, 2022).
Customer Satisfaction (CSAT)
CSAT provides a snapshot, but it is highly situational. A customer may rate an interaction well even if their issue was only partially solved, or poorly if they dislike the outcome—even when the agent did everything right.
Narrow View
Together, AHT and CSAT measure slices of performance, but not the full experience. They don’t capture loyalty, trust, or the long-term impact of agent interactions.

‍

What to Measure Instead 🎯

First-Contact Resolution (FCR): Strongly linked to both efficiency and loyalty. Customers whose issues are resolved the first time are more satisfied and more likely to stay.
Customer Effort Score (CES): Measures how easy or hard it is for customers to get their problem solved. Research shows CES is a better predictor of loyalty than CSAT (Harvard Business Review, 2010).
Quality Assurance (QA) Scores: Beyond compliance, QA can track empathy, accuracy, and problem-solving. These are the skills that define great service.
Agent Engagement: Gallup research shows engaged employees are more productive and deliver better customer outcomes. Measuring engagement alongside customer metrics closes the loop.
Net Promoter Score (NPS): While imperfect, NPS gives a broader sense of advocacy and brand perception than CSAT alone.

‍

How to Build a Smarter Measurement Framework 🛠️

Blend Metrics: Balance efficiency (AHT, volume) with effectiveness (FCR, CES).
Contextualize Data: Look at trends across time and channels, not just isolated numbers.
Use QA as a Bridge: Combine subjective evaluations (empathy, tone) with objective metrics (resolution, compliance).
Align Metrics With Outcomes: Make sure every metric ties back to business goals like loyalty, revenue, or retention.
Share Insights Broadly: Metrics shouldn’t just live with QA. They should inform product, sales, and strategy.

‍

The Bigger Picture 🌍

Metrics shape behavior. If we only measure speed and satisfaction, we get agents rushing through interactions and customers who might feel heard but not helped. By expanding the lens to include FCR, CES, QA, and engagement, contact centers can capture what truly matters: customer loyalty, agent growth, and long-term business value.

The future of measurement is not about more metrics, but better metrics.

‍

📚 References

SQM Group. (2022). First Call Resolution and Customer Satisfaction Research. Retrieved from www.sqmgroup.com

Harvard Business Review. Dixon, M., Freeman, K., & Toman, N. (2010). Stop Trying to Delight Your Customers. Retrieved from hbr.org

Gartner. (2023). Redefining Contact Center Metrics for Customer-Centric Outcomes. Retrieved from www.gartner.com

Gallup. (2017). State of the Global Workplace. Retrieved from www.gallup.com

Forrester Research. (2022). Customer Effort and Loyalty Metrics in the Modern Contact Center. Retrieved from www.forrester.com

‍