Why it is worth the effort
It is the time that weighs most on how customers see your service, and one of the cheapest to improve. A customer who hears “we are looking into it, we will get back to you before noon” ten minutes in waits calmly. The same customer, with no answer for two hours, is already annoyed, even if the problem is solved just as fast.
What counts as a first response
A reply with substance. The automatic “we have received your message” does not count: everyone knows a machine sends it. A useful reply confirms the problem has been understood and says when there will be news.
The usual mistake
Improving the metric with empty replies. If the team learns it is measured on this, it will send “thanks, we are on it” within thirty seconds. The metric improves and the service stays the same. Measure it alongside resolution time and satisfaction.