What is Average Call Duration (ACD)?


Understanding Average Call Duration in Contact Centres

Average Call Duration (ACD) measures the typical length of time a customer call lasts within a contact centre, from the moment the call is answered by an agent to when it is terminated. This metric is essential for gaining insights into the efficiency of call handling and understanding the complexity of customer interactions.


Factors Influencing ACD

Several factors can influence ACD, including the nature of customer inquiries, the complexity of issues, the skill level of agents, and the efficiency of call-handling processes. Calls related to technical support or complex billing issues, for instance, tend to have longer durations compared to straightforward inquiries.


Benefits of Monitoring ACD

  1. Operational Efficiency: Monitoring ACD helps identify inefficiencies in call handling processes and can highlight areas where agents may need additional training or support.
  2. Customer Satisfaction: Understanding ACD can help balance the need for efficient call handling with the importance of providing thorough and satisfactory customer service.
  3. Resource Allocation: Insights from ACD metrics can aid in better scheduling and resource allocation, ensuring that sufficient staff are available during peak times.


Strategies to Optimize ACD

  1. Agent Training: Providing comprehensive training to ensure agents handle calls efficiently while maintaining high service quality.
  2. Efficient Processes: Streamlining call handling procedures to reduce unnecessary time spent on calls without compromising on service quality.
  3. Technology Utilization: Implementing CRM systems and knowledge bases that allow agents to quickly access relevant information during calls.


Challenges and Considerations

While optimizing ACD is important, it’s crucial to balance efficiency with quality. A significantly reduced ACD might indicate that agents are rushing through calls, potentially leading to unresolved issues and decreased customer satisfaction. Therefore, it’s essential to consider ACD alongside other performance metrics such as First Call Resolution (FCR) and Customer Satisfaction (CSAT) scores.



Average Call Duration is a key performance indicator in contact centres, reflecting the efficiency and complexity of customer interactions. By monitoring and optimizing ACD, contact centres can enhance operational efficiency, improve agent productivity, and ultimately deliver better customer experiences. However, it’s important to balance ACD with other metrics to ensure high-quality service and customer satisfaction.


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