Duration of All Calls

What is the Duration of All Calls?

The Duration of All Calls shows the amount of time spent per day on phone calls with customers and leads. It’s a common KPI in customer service and sales departments, where time is highly valued. In the end, the less time per call, the more calls your team can make.

Why is Duration of All Calls important?

Duration of All Calls is important, as it’s both an overall measure of customer engagement, and a KPI of your customer service and/or sales team’s performance. Companies often have a mandated handle time per call to guarantee that salespeople are straightforward and efficient when on the phone. If this is also the case in your office, this KPI is highly useful as it shows the total amount of time per day spent on calls.

Because Duration of All Calls measures only time (quantity), you can't use this metric alone to ascertain customer satisfaction and effectiveness (quality). So it’s best to gauge the relevance of this KPI by analyzing it alongside other, similar KPIs.

However, if members of your customer service or sales team are exceeding their mandated handling time, this will naturally be reflected in the overall call curation. If this KPI appears unusually high, a problem could be present: either with your teams, or your product itself.

How to calculate the Duration of All Calls

Duration of All Calls is a simple metric that’s measured daily. These daily measurements allow for trends to be tracked in minute detail. Be aware that seasonality might be reflected in your metric.

Best practices for Duration of All Calls

Duration of All Calls can be a great tool to determine the busiest days for your customer-facing teams, as well as those days where there is a time margin for more calls. You can, therefore, adjust your targets as you see real-time data.

This KPI is useful for keeping track of human resources. If there’s a heavy influx of calls, you can also allocate more personnel or resources as needed to cover them, especially if there is a seasonal uptick in this regard.

If you notice this KPI appears unusually high even after variables such as seasonality are accounted for, it could be time to engage your customer service or sales teams in further training for efficiency–or it could mean that your product has a defect, as your agents are having to spend an inordinate amount of time assisting your customers with their problems.

Track Duration of All Calls alongside other telephony KPIs to contextualize how you’re spending your time in customer engagement.

These KPIs include:

• Number of Waiting Calls,
• Duration of Answered Calls
• Number of Missed Calls