Average Handle Time (AHT)
The average time an agent spends on an inquiry: talk time + after-call work. AHT = (Talk Time + Hold Time + After-Call Work) / number of inquiries. Benchmark: 4-6 minutes for chat, 5-8 for a phone call.
In practice
AHT measures service-agent efficiency. Low AHT means an efficient agent. High AHT can mean a complex customer, an undertrained agent, or missing information. But AHT that's too low can signal a 'quick close' without real resolution (FCR falls).
Common misconception
'Low AHT means good service.' No. An agent who closes tickets fast but with low FCR costs more in the end (repeat inquiries doubled). The balance: reasonable AHT plus high FCR. Don't try to cut AHT without also checking FCR.
How to fix it
High AHT? (1) Analyze long tickets — recurring topics? → macros + templates, (2) a complete knowledge base — an agent searching for info means high AHT, (3) Shopify/WooCommerce integration with your helpdesk — an agent sees the order immediately ← lower AHT, (4) AI suggestions — Gorgias AI suggests responses ← AHT drops 30%.
Example
Skincare store: AHT 12 minutes. Analysis: 40% of the time was agents searching for order info. Shopify → Gorgias integration: agents see all orders, tracking, and history in a side panel. AHT dropped to 6 minutes. Doubled capacity with no new hires.
Priority
Measure AHT weekly by agent and by category. An agent with AHT 2x the average needs coaching. A category with high AHT needs an FAQ/macro. Target: under 8 minutes for chat.
Related terms
Keep learning. Metrics that touch the same area:
- Customer ServiceCustomer ExperienceEvery post-purchase interaction — questions, complaints, issues. Channels: chat, phone, email, WhatsApp. Directly impacts NPS, LTV, and reviews.
- Helpdesk / TicketingCustomer ExperienceA system for managing inquiries: Zendesk, Gorgias, Freshdesk. Consolidates inquiries from all channels into a single view. Enables tracking, assignment, and SLAs.
- CSAT – Customer Satisfaction ScoreCustomer ExperienceA measure of satisfaction with a specific interaction (support, purchase). Measured on a 1-5 or 1-10 scale. CSAT = (positive scores / total scores) × 100. Good average: above 80%.
- CES – Customer Effort ScoreCustomer ExperienceHow easy it is for a customer to accomplish their goal — a purchase, service request, or return. Measured by: 'how much effort was required?' (1-7). Strongly correlated with loyalty — ease beats 'delight.'
- UX – User ExperienceCustomer ExperienceThe overall experience of a visitor interacting with the site — speed, ease, navigation, clarity. Poor UX directly hurts conversions. Good UX means visitors find what they wanted with minimal effort.
- UI – User InterfaceCustomer ExperienceThe visual design of the site — colors, typography, icons, layout, spacing. Good UI guides the eye, creates visual hierarchy, and builds trust. Poor UI confuses and repels.
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