Set the clock before measuring
Use the timestamp from the channel where the enquiry first arrived. Moving a form submission into another tool must not reset its arrival time. Otherwise, a delay between systems disappears from the report.
Decide what ends the clock, too. “We got your message” confirms delivery but does not necessarily help the person take the next step. A reply asking what work they need, offering a booking or answering their question can do that.
Record acknowledgement time separately from useful response time. Apply the same definition consistently so the numbers mean something.
Keep channels separate
| Channel | Start the clock | Record the useful response |
|---|---|---|
| Calls | When the incoming call arrives | When someone answers, or a useful callback or text follows |
| Forms | When the form is submitted | When the business responds to the request |
| Texts | When the incoming message arrives | When a reply addresses the enquiry or asks for needed details |
For a missed call, keep the original call time. Measuring only from the callback task being created hides part of the wait. Missed-call text back can provide a first step, but review what the message actually says.
Include the awkward hours and longest waits
Keep nights and weekends in the elapsed-time measure. You can also report working-hours response time, provided it is clearly labelled. Do not quietly remove the hours when nobody was watching.
Look beyond the average. Review the slowest responses and list enquiries still waiting separately. An unanswered enquiry has no completed response time, but it still belongs in the review.
Read the research with its limits
Harvard Business Review’s March 2011 article reported a study of 2,241 US companies. Firms responding within an hour were nearly seven times as likely to qualify a lead as those responding an hour later. The reported average response took 42 hours.
These were B2B web leads in 2011. That is useful historical context, not a forecast for a local business or proof of a particular booking rate.
What to do about it
- Pick where the clock starts (the call, form or message arriving) and what counts as a useful response.
- Record acknowledgement time and useful response time separately.
- Review the slowest responses and the enquiries still waiting, not just the average.
Questions
Does an automatic reply count?
It can, if it meaningfully advances the enquiry. Record a generic receipt separately so it does not disguise the wait for useful help.
Should unanswered enquiries be excluded?
No. Keep them visible with their arrival times and current waiting time, even though there is no response timestamp yet.