Average Waiting Time (AWT) is a contact center metric that measures the average time a customer spends waiting in a queue before being connected to an agent. It reflects the efficiency of a contact center's call-handling process and directly impacts customer satisfaction.

How Average Waiting Time (AWT) Is Calculated

AWT is calculated using the following formula:
                                        AWT = Total Wait Time of All Calls\Total Number of Calls Answered
Total Wait Time of All Calls – This refers to the sum of the time customers spend in the queue before being connected to an agent. It includes the waiting duration from when a caller enters the queue until they are successfully attended to. Total Number of Calls Answered — Represents the total number of calls that were successfully connected to an agent. It excludes calls abandoned by the caller or missed by the system before being answered. For example, if a contact center receives 500 calls in a day, and the total waiting time for all calls is 2,500 minutes, the AWT would be:                                     AWT= 2500\500=5 minutes

Why AWT Is Important for Contact Centers

Shorter wait times improve customer satisfaction by enhancing the experience and reducing frustration. They also help contact centers optimize agent efficiency and staffing, ensuring compliance with response time targets and service level agreements. Additionally, lower wait times reduce call abandonment, as customers are less likely to hang up before reaching an agent.

Industry Standards for AWT 

The acceptable Average Wait Time (AWT) varies across industries, with the standard typically ranging between 30 seconds to 1 minute, depending on the sector. For example, industries such as insurance, healthcare, and technical support may have different benchmarks based on the complexity and urgency of customer inquiries. Maintaining an optimal AWT is crucial, as extended wait times can negatively impact customer satisfaction, brand reputation, and overall business performance.

Ways to Reduce AWT

Optimize Staffing Levels – Ensure enough agents are available during peak hours. Implement Call Routing Strategies – Use automated call distribution (ACD) to connect customers to the right agent faster. Use Self-Service Options – Offer IVR (Interactive Voice Response) or chatbots for quick issue resolution. Monitor and Analyze Call Data – Identify patterns and adjust resources accordingly.

Conclusion

AWT is a crucial performance indicator for contact centers. By monitoring and optimizing it, businesses can enhance customer satisfaction, improve agent productivity, and maintain high service standards. Effective call management strategies help reduce wait times and improve the customer experience.