itel Cuts Chat AHT by Over 15 Percent for Digital Services Partner Without Losing the Personal Touch 

In the intersection of technology and retail, itel—the Caribbean’s largest homegrown CX provider —faced a challenge that reflects the high expectations of today’s direct-to-consumer (DTC) customers. Modern support demands fast, high-quality service across channels while retaining a personal touch – challenges that are particularly complex for retail and digital services brands. Given that we have significant partnerships in the U.S. retail market, we recognized the client’s need for a unique solution, launching a strategic initiative to optimize their chat service delivery. While collaborating closely with the client’s technology and workforce teams, our objective was to reduce average handle time (AHT) while maintaining the personalized, empathetic and effective interactions that customers value in digital engagements.  

Challenge 

The client’s chat channel was integral to their customer support strategy, addressing nuanced inquiries and account support issues. To maximize coverage, agents were managing multiple chats concurrently, but this setup introduced challenges. 

• Increased Average Handle Time (AHT): Managing multiple chats concurrently led to longer resolution times. 

• Compromised Interaction Quality: Multitasking limited agents’ ability to deliver empathetic, clear responses. 

• Operational Inefficiencies: Delays in chat acceptance and chat agent availability affected customer experience. 

These challenges not only prolonged interactions but also negatively impacted customer satisfaction scores. Customers expected swift yet personalized service, and every delay diminished their overall experience and brand loyalty.  

It was clear that we needed a unique solution to reduce AHT while preserving the human touch. Achieving this balance required strategic innovation and creative problem-solving to address inefficiencies without compromising the quality of customer interactions. 

Solutions 

To address these challenges, our team developed a comprehensive, multi-faceted strategy grounded in technology, data-driven insights, and continuous training. The approach encompassed the following key components: 

• Redefine Metrics: Instead of focusing solely on Average Agent Time (AAT), which emphasizes individual productivity, we shifted to Average Handle Time (AHT). This broader metric accounts for the entire customer interaction lifecycle, balancing speed with effective resolution. 

• Optimize Chat Concurrency: Data analysis revealed that managing several chats concurrently diluted agents’ capacity to engage deeply with each customer. We reduced it from multiple chats to a more efficient amount per agent. This adjustment allowed for more focused, accurate, and empathetic interactions, preserving the personal touch while enhancing response times and resolution rates. 

• Address Key Challenges: Data analysis identified key drivers of recurring long handle time for the client’s nuanced and complex chat support requests. The team developed customizable response templates to handle these inquiries efficiently while preserving an empathetic tone. 

• Real-Time Iterative Training: A key component of our strategy was monitoring individual performance to identify and address challenges proactively.  Supervisors provide live, on-the-spot coaching during complex interactions. This hands-on guidance helps to trim resolution times and fosters a culture of continuous learning.  

• Continuous Training and Knowledge Base Enhancement: Regular training became the backbone of the initiative. Monthly workshops, self-guided learning modules via an on-demand training platform, and frequent updates to our knowledge base ensure that agents remain informed and agile, even as customer demands evolve. This ongoing education boosts both confidence and capability among service representatives. 

As one department head and program leader explained: 

We look at every person’s trend... anyone that's trending up above the average handle time (AHT) goal, we have the supervisor provide real-time assistance to see which interaction they have that's the longest and then help them to wrap up that interaction quicker. 

Outcomes 

Our strategic, data-driven approach yielded impressive results. Optimized processes led to accelerated resolution times, cutting AHT by approximately 15% within just three months, meeting the client’s goals and significantly enhancing service efficiency and customer satisfaction.  Sharing performance metrics and best practices across internal and client teams fostered a culture of collaboration, healthy competition, and dedication.  

With a focus on customer-centric solutions and continuous improvement, we balanced operational efficiency with thoughtful engagement, driving both productivity and satisfaction.  

While the primary goal was to reduce handle time, these strategies also established a foundation for sustainable program growth, positioning the client to collaborate on future improvements, upselling, and retention. 

Conclusion 

For a modern digital services client, itel’s innovative improvements of the standard chat service metrics offers a tangible blueprint for retail and eCommerce brands aiming to elevate customer experience and effectiveness through their chat service channels.  

Are you ready to optimize your customer experience?

Contact our team to learn how itel can help you achieve scalable success through AI, automation, and expert-driven solutions.