Average Call Time: A Baseline of Customer Service

Average Call Time (ACT), sometimes referred to as Average Handle Time (AHT), is often set as low as possible in the Customer Service (CS) industry. Although efficiency is paramount, education, conversation and service are also important factors. This average call time should be set at a minimum, not a maximum, duration. This way, representatives feel free to make suggestions, introduce new products or offer savings without regards for exceeding a time limit.

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