Customer experience (CX) teams are obsessed with productivity metrics, but are we tracking the right things?
Speed, efficiency and resolution rates dominate performance dashboards, shaping how success is defined. But here’s the real question: Does any of it improve the customer experience?
Picture this. A customer contacts a brand for support, hoping for a smooth resolution. The agent responds quickly, sticks to a script, and closes the ticket in record time. A win, right? Not quite. The customer leaves feeling unheard and frustrated by the transactional nature of the exchange, and a week later, they switch to a competitor.
Productivity in customer experience has been defined by speed and output for years. Faster response times, more tickets closed and higher efficiency scores. But none of these numbers reveal whether the customer is satisfied. If a company measures success by how quickly it moves rather than how effectively it solves problems, is it actually winning?
The traditional approach to CX productivity is under scrutiny. Businesses want to move fast, but customers value how they feel at the end of an interaction. If the two are in conflict, something has to change. Have we been measuring success the wrong way all along?
Why traditional productivity metrics fail CX
The obsession with customer experience efficiency metrics has shaped how CX teams operate. Average Handle Time (AHT), Tickets Closed, and First Response Time have long been benchmarks for productivity. The logic is simple: the faster an agent resolves issues, the more customers they can assist. But does that measurably improve the experience?
Speed-driven targets push teams to prioritise quantity over quality. Agents rush through interactions, sidestep complex issues, and provide quick fixes instead of meaningful solutions. Customers may get a response in seconds, but if they leave without real resolution, what has been achieved?
Some of the most “productive” teams on paper suffer from poor retention and loyalty. A major telecom provider once celebrated reduced handle times, until churn increased, NPS dropped, and callbacks surged. Customers weren’t impressed by speed; they wanted their issues fully resolved.
This outdated mindset treats CX like a production line, focused on output rather than impact. But CX isn’t about closing tickets, it’s about building trust and solving problems. Success cannot be measured in seconds and statistics alone.
Beyond speed: redefining productivity for genuine CX impact
If speed isn’t the goal, what is? Forward-thinking brands are shifting towards experience-first productivity, focusing on outcomes over activity. The question is no longer How quickly did we respond? But did we make the customer’s life easier? And how will we support them with a positive CX in 2030?
Customer-focused brands prioritise engagement over speed, encouraging agents to have thoughtful conversations rather than just meeting efficiency targets. The result? Higher satisfaction, stronger loyalty and customers who feel valued.
To measure success effectively, organisations need customer-led metrics. Instead of celebrating how many calls an agent completes, they should track Customer Satisfaction (CSAT): Did the interaction leave the customer feeling heard and helped? Net Promoter Score (NPS): Are customers satisfied enough to recommend the brand? And Customer Effort Score (CES): How easy was it for customers to resolve their issue?
As automation reshapes CX, human productivity must be measured differently. AI handles simple queries, allowing agents to focus on high-value interactions. The future of CX productivity lies in effectiveness, not just efficiency.
The future of productivity: Measuring what truly matters
The answer isn’t to ignore efficiency but to redefine it. Organisations need a hybrid approach, balancing operational efficiency with customer success. Using customer experience software, businesses can track traditional KPIs alongside experience-driven indicators, ensuring speed never comes at the cost of satisfaction.
Leading brands already follow this dual-measurement model. Companies monitoring both operational performance and customer experience see higher retention and revenue growth. They understand that a fast resolution isn’t always a good resolution.
CX leaders must challenge outdated KPIs. Are they tracking numbers that look good on reports, or metrics that drive long-term customer relationships?
In the end, productivity isn’t about doing more—it’s about creating more value. If the goal is to build lasting connections, how success is measured must evolve. The real question is, are we ready to move beyond outdated KPIs and start measuring what truly matters?
Clinging to outdated KPIs will prevent businesses from delivering the customer experiences that drive loyalty and growth.