What Is Turnaround Time (TAT)?

TAT or turnaround time in a contact centre or BPO is the total time that it takes from when a customer raises a problem to the time that the problem is marked as solved. This may include factors such as an engineer visit, or a number of follow-up calls.

In some businesses, TAT is defined more broadly. For example, it may encompass the total time from when a customer places an order or calls in to when the product is shipped out.

This expanded view emphasizes the importance of efficiency not just in problem resolution but also in order fulfillment and service delivery.

Key Components of TAT:

First Contact

This is the moment when the customer first reports an issue, whether through a phone call, email, or online chat. This step is crucial as it starts the clock on TAT.

Resolution Process

The TAT includes various stages that may contribute to the overall resolution time:

• Assessment and Triage: Evaluating the problem’s urgency and complexity to determine the best course of action.
• Engineering or Technical Visits: If the issue requires on-site assistance, the scheduling and execution of these visits can impact TAT.
• Follow-Up Calls: Often, multiple interactions may be needed to gather information, provide updates, or confirm resolution.
• Investigation and Troubleshooting: This may involve research and collaboration among different departments to find a solution.
• Escalation Procedures: If the initial team cannot resolve the issue, it may need to be escalated to higher-level support, extending the TAT.

Final Resolution

The conclusion of the TAT occurs when the problem is confirmed to be solved, and the customer is notified. This step often includes ensuring customer satisfaction and providing any necessary follow-up support.

Importance of Measuring TAT:

Customer Satisfaction

Reducing TAT can lead to higher customer satisfaction as issues are resolved more quickly and efficiently. Customers appreciate timely responses and solutions.

Operational Efficiency

Analyzing TAT helps businesses identify bottlenecks in their processes. Understanding where delays occur can lead to improved workflows and resource allocation.

Performance Metrics

TAT serves as a key performance indicator (KPI) for teams, allowing businesses to set targets, measure success, and motivate staff to enhance their service levels.

Competitive Advantage

Companies with lower TAT may have a competitive edge, as they can provide faster service, leading to customer loyalty and repeat business.

In summary, Turnaround Time (TAT) is a vital metric for any customer-centric organization. By understanding and improving TAT, businesses can enhance their customer service, optimize operations, and gain a significant advantage in today’s competitive landscape.

Author: Jonty Pearce
Reviewed by: Robyn Coppell