Call Center Measures: AHT or FCR?

Although first-call resolution (FCR) is quite a new metric, many utility industry professionals consider it to be the best. When it comes down to call managers, they prefer the tried and tested average handle time (AHT) metric. Advocates of first-call solutions claim that this metric is key to customer satisfaction, mainly because of its efficiency in preventing the need to deal with repeat customer calls.

For many call centers AHT is a mainstay for staffing models. Businesses often push Customer Service Representatives (CSRs) to lower AHT to decrease the drain on resources. Successful executives are aware that in order to deliver consistent, reliable customer service, measurement and analysis of the customer’s experience is vital knowledge. So which is the best metric: AHT or first-call resolution?

First-call Resolution

First-call resolution means that the CSR handles the customer’s questions or problems the first time a call is placed. If the customer’s needs are properly met, he or she will not need to call again concerning the same issue, this leaves customers feeling satisfied with the level of service provided.

Research conducted at NSTAR, a gas and electric utility serving eastern Massachusetts,

illustrates the benefits of first-call resolution. Over 90 percent of customers whose issues were dealt with during the first call said they were satisfied with their customer service experience. When the customer had to call back, the level of satisfaction dropped to 59 percent.

Despite the obvious advantages, not all call canters want to adopt first-call resolution, and the exact reason is not clear. It may be because there is currently no typical standard for assessing first-call resolution within the utility industry. This has resulted in companies utilizing their own methods of assessment, ranging from asking customers to take a satisfaction survey to monitoring a sampling of calls. The lack of a standard measurement creates difficulty in comparing results and pinpointing the best performance. Because of this, many call center managers avoid assessing first-call resolution.

Average Handle Time

AHT is a combination of the length of the conversation with the customer and the work undertaken by the CSR after the call. Many call center managers utilize this method because it enables them to assess how AHT can be reduced to improve performance. Call center managers also often measure AHT by call type, team and CSR as well as analyzing the overall performance. This information can then be used to create initiatives to reduce AHT and thus lower staffing and reduce costs.

Each individual metric has its advantages and disadvantages, but in combination they create a balanced means of assessing quality and productivity. A savvy call center manager will measure first-call resolution despite the disadvantages of attempting to do so. He or she will also assess AHT with an understanding of the value of both call center metrics. (CU) Link

1 Responses to "Call Center Measures: AHT or FCR?" - Add Yours

Art Rosenberg 12/28/2012 10:18:18 AM

This article obviously is looking backward at the traditional telephone call center operation, which I believe will change with UC-enabled consumer mobility into cloud-based, multi-modal "Interaction Centers."

With more consumers using smartphones and tablets, there will be an increase in the use of self-service applications as a first step in problem resolution before any real-time call attempt. With such multi-modal devices, self-service applications will be much more effective than legacy voice-only IVR solutions. This will reduce contact center staffing needs in a number of ways, including the need for any live assistance, greater "contextual" information for both selective routing and for agents to more quickly resolve the customer's needs and reduce AHT, and, for callers, avoiding unnecessary waiting in call queues in favor of callbacks directly to the customers mobile device.

It will also enable customer use of UC-enabled, contextual "click-to-contact" for call, chat, even video connections to live assistance via IP to minimize use of toll-free 800 numbers. With UC-enabled presence information, first line agents can also easily access additional expertise to resolve the customers issue during the contact.

Finally, consumer UC-enabled mobility will allow service providers to pro-actively notify customers more quickly about any new problem that comes up rather than wait for the customer to report the problem first. This would certainly improve customer satisfaction as well.

The bottom line is that First Call Resolution will be less important than than First Contact Resolution, and AHT will be applied to different forms of contact that will be involved in a total customer interaction.