How Fast Is Fast Enough? Meeting Customer Response Time Expectations
- Brainz Magazine
- Jan 12
- 5 min read
Abisola Fagbiye is a Customer Experience Strategist and Microsoft 365 Productivity Consultant with a Professional Diploma in CX from The CX Academy, Ireland. A WiCX member, she transforms how businesses connect with customers, turning interactions into drivers of loyalty and growth.
Customers used to wait days for our replies, but now they hope to hear back within just 30 minutes. This quick turnaround is crucial to keeping our customers happy and loyal, underscoring the importance of finding even faster ways to respond.
Customers are impatient
Today, customers who once waited hours or even days for a response now expect to hear back within minutes. Showing that you understand their urgency makes them feel truly appreciated and helps build trust and loyalty. Recognising the importance of their needs can turn a one-time customer into a long-term supporter. Unfortunately, the gap between what customers expect and what many companies deliver keeps widening each year. According to American Express, quick response times are now among the most valued elements of a positive customer experience, outranking resolution quality, agent expertise, and personalisation.
SuperOffice's research echoes this, indicating that customers want replies within 30 minutes across various channels, even in the evenings and on weekends. The expectation remains high regardless of business hours, staffing, or query complexity. American Express also found that many customers see long holds as a reason to abandon a company altogether. The patience that previous generations showed toward businesses seems to be fading.
Speed drives financial outcomes
According to Jay Baer, customers tend to spend more with companies that respond quickly to their requests, especially on social media. Conversocial highlights that companies that overlook social inquiries often experience higher churn rates than those that reply promptly. Not responding at all can be seen as a sign of indifference, which customers notice. The initial response time is essential for customer satisfaction, a quick first reply can significantly improve how customers view the service and encourage their loyalty.
Why speed matters now
Digital experiences have shaped customers' expectations to get quick responses. When search results pop up in milliseconds and packages arrive rapidly, long wait times for service feel outdated. People now expect the fastest experiences they’ve encountered, not the slowest. Mobile devices have created a customer base that’s always connected and expecting instant service. With so many competitors just a few taps away, there's little patience for sluggish responses. Each delay creates a chance for a competitor to step in and delight the customer.
Implementing AI can deliver instant responses and efficiently route complex issues, enhancing responsiveness and freeing human agents for more nuanced interactions.
Speed and quality aren't opposites
Quick acknowledgement differs from a swift resolution. Customers really appreciate a prompt confirmation that their issue has been received and is being investigated, as it helps build trust. This acknowledgement can happen right away, even if fixing the problem takes a bit longer.
The main frustration isn't how long it takes to fix something, it's not knowing whether anyone is working on it. Delivering quality solutions is far more valuable than rushing out quick but incomplete answers. Customers are happy to wait a little longer if it means getting the correct solution rather than receiving a rushed, incorrect one. Setting clear expectations early on can make a big difference, if customers know how long it will take, they can plan accordingly. Sharing an estimated timeline upfront reduces frustration much more than providing a shorter, unshared timeline.
AI triage can handle simple questions instantly. More complex issues that require a human touch should be directed to a person quickly, but questions that can be managed on their own shouldn't be left waiting for a human. Real-time dashboards are an excellent way for managers to see current queue lengths, response times, and agent availability- helping everything run smoothly.
Process optimisation matters
Keep an eye on response times across all channels by tracking the initial response, resolution duration, and intervals between replies. This helps establish clear benchmarks and boosts accountability, fostering a more responsive and dependable experience for everyone.
Understanding which channels to prioritise enables a focus on speed improvements that will have the most significant impact on the customer experience.
Staff to reality, not averages
Customer contact volume varies across times of day, days of the week, and seasons. Relying solely on average staffing levels might make it challenging to keep up during busy periods or to have more staff than needed during quieter times. To better serve your customers, consider modelling your demand patterns and adjusting your staffing accordingly. Adding flexibility with options like part-time staff, flexible hours, and overflow capacity can really make a positive difference. You might also find it helpful to adopt a follow-the-sun approach, in which global teams provide round-the-clock support by routing inquiries across time zones. Plus, cross-training your agents across different channels lets them seamlessly switch from email to chat during busy times, making the service smoother and more enjoyable for your customers.
Communicate during waits
Providing honest time estimates and keeping customers updated during longer waits can really make them feel appreciated and understood. When you inform them about delays early on, they often value your honesty. Reaching out proactively shows that you care and want to keep them in the loop, which can help reduce their frustration. If a solution might take more time, letting them know in advance shows your thoughtfulness. In urgent situations, offering alternatives can be a real help. Suggesting self-service options allows customers to find answers quickly, making the overall experience more positive and less stressful.
The around-the-clock question
AI enables support around the clock at a reasonable cost. Chatbots and automated systems can handle many questions even when your business is closed, helping you save on extra staffing costs. Consider your customers' needs: do they genuinely need assistance at all hours, or are they just reaching out during their free moments? If providing 24/7 live support isn't feasible, be transparent about your working hours so customers know what to expect.
Focusing on what truly matters is key, like first-response time, which shows how quickly customers hear back when they're waiting to see whether their message was received. Time-to-resolution tracks the journey from problem identification to resolution. The customer effort score reflects how much effort a customer must invest to get assistance. Customer satisfaction reflects the overall impression customers walk away with from their experience.
Understanding how customer feedback relates to response time helps prioritise improvements.
Is your team drowning in response time expectations? "Deliver Consistency Without Killing Personalisation" solves the speed-versus-quality equation without burning out your team. You'll learn capacity modelling techniques, technology investments that deliver ROI, and how to set customer expectations that reduce frustration while maintaining service excellence. Book for your conference or leadership event, or email.
Read more from Abisola Fagbiye
Abisola Fagbiye, Customer Experience Strategist
Abisola Fagbiye is a Customer Experience Strategist and Microsoft 365 Productivity Consultant who helps organisations rethink engagement, build CX-driven cultures, and drive retention and growth. With global experience spanning SMBs to enterprises, she delivers workshops and training that blend strategy, energy, and actionable insight. She is a mentor and rising voice in CX leadership.
Further reading:
How to Collect Customer Feedback and Actually Do Something With It
Which Customer Service Channels Should You Actually Support?
AI in Customer Service: How to Automate Without Losing the Human Touch
