While wait time decreased last year, the average length of a chat increased. This year shows a small 2% increase (compared to last year’s drop of 4%) indicating that companies are stabilizing overall and closing in on the sweet spot between speed and quality service.
While balancing efficiency with quality may be a challenge, it is crucial to ensuring that companies aren’t sacrificing quality for quantity. Just like wait time, our findings show that companies that achieved a 90% or higher customer satisfaction rating had a longer average chat duration of 11 minutes and 47 seconds, while organizations with lower scores had a chat duration of 8 minutes and 42 seconds. This points to a potentially negative impact of not spending enough time with customers to ensure satisfactory resolution.
Average Chat Duration by Team Size
This data combined with wait time metrics points to a significant issue with organizations prioritizing operational efficiency over customer needs. Companies need to strike the right balance between business and customer needs without sacrificing service quality.