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There are many different metrics to measure the performance of a contact centre. Customers often rank the importance of speed of answer much lower than the resolution of their enquiry. People don't mind waiting a short time as long as this culminates in dealing with the right person who will own and resolve their issue. A customer will become dissatisfied with waiting times if they don't end up with their issue addressed. Contact centres that fail to understand this idea and drive speed of answer as a main performance measure create unnecessary staffing costs that would be better spent on a quality model. As a result, metrics such as average call handling time have become outmoded. Other efficiency measures continue to be popular and valuable, even with the new focus on customer experience.

Longer calls are better because customers become advocates for the brand.