What is containment rate?

Why it matters

Containment is the metric that makes bad automation look successful. A conversation where the customer gave up in frustration is contained. So is one where they hung up and emailed instead. Any team optimising on containment alone will eventually make the customer experience worse while the dashboard improves.

What to know

• Containment counts abandonment as success, which is its fundamental flaw.
• Cross-channel leakage is invisible to containment. A contained chat that becomes an email was not contained.
• It is still useful as a capacity number, since contained conversations genuinely did not consume agent time.
• Always report containment with satisfaction and repeat contact rate, or it is not interpretable.
• A containment rate that rises sharply after restricting the human option is a warning, not an achievement.

How to calculate it

An example

Example: a company hides the contact-a-human button. Containment rises from fifty to eighty percent in a week. Email volume rises by the same amount a week later, and satisfaction falls. Containment recorded a triumph.

Common mistakes

• Optimising containment by making the human option harder to find
• Reporting containment without repeat contact and satisfaction
• Ignoring conversations that reappear on another channel
• Treating containment and resolution as interchangeable

Questions