While wait time increased slightly last year, the average length of a chat continues to decrease. This year shows the smallest drop since 2015 (compared to last year’s drop of 14.5%), indicating that organizations are closing in on the sweet spot between speed and quality service.
While balancing productivity with quality may be a challenge, it is a crucial undertaking. Just like the case with wait time, where shorter doesn’t mean better, we see a positive correlation between chat duration and customer satisfaction: organizations that achieved a 90% or higher customer satisfaction score had an average chat duration of 12 minutes and 26 seconds, 13% longer than organizations with lower scores.
When broken down by team size below, our findings show that teams with 26 to 50 agents have the longest chats, while teams of 11 to 25 agents have the shortest.
While freeing up agents’ time can have positive resource implications, organizations need to consider how to execute on their strategy without sacrificing quality, striking the right balance between business and customer needs.