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Glossary

What is abandonment rate?

Abandonment rate of calls are measured by percentage of phone calls made to a call center or service desk that are abandoned by customers before getting connected to an agent of call center India. Abandonment rate of call has a direct connection with that of waiting time. The longer the waiting time or hold time, the higher the abandonment rate. Higher abandonment rate may indicate under-allocation of resources to the call center or help desk by the company, and can bring down the reputation of the company by offering poor customer service. Such circumstances might lead to loss of sales opportunities and highly dissatisfied customers.

Calculating abandonment rate

Consider two call centers A and B. A can handle traffic of 100,000 calls per day while B only 20,000.

Contact Center A

Of the 100,000 calls received, only 70,000 connect and are closed properly. Of the remaining 30,000, around 5,000 are to be dropped due to network issues and around 25,000 appear deliberately disconnected.

Contact Center B

Of the 20,000 calls it can handle, only 500 are dropped on account of legitimate network issues and another 500 is abandoned by the customer to reasons best known to them.

Abandonment Rate Comparison

Consider the chart below –

A gets almost 5 times the footfall as B but also drops more calls than the latter.

The percentage of calls abandoned at A – 25000/10000 = 25%

That’s pretty high considering that the ideal abandonment rate is anything around 8%-10%

B gets only 10,000 requests with over 500 abandonments

The percentage of abandonment is – 500/20000 = 2.5%, within the allowed limit of 8%.

Technicalities of call abandonment rate

Call abandonment metric can be utilized in both strategic and tactical capacities. From strategic point of view, you should monitor this metric over the long term to identify patterns in your call center that you can fix through staffing or technical solutions. On the other hand, a tactical view helps in figuring out problems as they occur to stop a few dropped calls from escalating into a larger issue. Managers of call center services should assess caller abandonment rates so as to better understand how high abandon call impacts customer satisfaction in a call center.

Impact on customer experience

According to research estimates, 60% of customers do not wish to wait in the queue for more than a minute. The number of abandoned calls is growing at 20% per year, and it is not just limited to voice calls. While shopping online, customers abandon full shopping carts because of the tedious check-out process. This not only impacts customer experience but also affects the ROI of the company. Therefore, the management of the call center outsourcing must analyze and measure rate of abandon calls and should seek a more holistic approach of how to reduce abandon calls and enhance customer satisfaction in the call center.


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