ROI & Analytics· 3 min read· By The SpideyChat Team

Measuring Where Operational Time Actually Goes

A week before and after anybody knew where the hours went. A walkthrough of the time audit.


Monday, before. An operations manager is asked where the team's time goes and gives a confident answer.

She says most of it is on the core process, some on supplier coordination and a bit on queries. That is what it feels like, and it is what anybody in her position would say.

A fortnight of rough tracking shows something different. Answering questions is the largest single category, the core process is smaller than she thought, and the improvement work that has been outstanding since spring received almost no time at all.

Monday before: the estimate is confident and wrong

Not through carelessness. Fragmented time is systematically underestimated, and interruptions feel shorter than they are.

Monday after: the categories are recorded roughly

Six or seven categories, ticked in rough blocks, which takes a minute a day and is the entire method.

Tuesday before: the interruptions are invisible

Each one too small to notice, collectively the largest item, which is the pattern in the enquiries that interrupt operational work.

Tuesday after: the interruptions have a number

Which is usually the moment the conversation about doing something changes from a complaint into a decision.

Wednesday before: the improvement work is assumed to be happening

Slowly, but happening. In reality it receives whatever is left, which is nothing.

Wednesday after: the absence is visible

Zero hours on the thing that would reduce next quarter's workload, which is the most useful single finding of the exercise.

Thursday before: the hiring case is built on a feeling

Everybody is busy, so another person is needed, which is the conclusion in every department in every year.

Thursday after: the hiring case is built on categories

Which frequently shows that the need is not a person but a change to what arrives, and occasionally shows that a person is genuinely needed.

Friday before: nothing can be compared

No baseline, so any change afterwards is argued rather than demonstrated.

Friday after: there is a before

Which is what makes any subsequent improvement measurable, and is the same discipline as proving where closed deals actually came from.

What to categorise

Core work, answering questions, coordination, administration, improvement work and interruptions. Six categories is enough and twelve is too many.

What not to do

Precise time recording, which nobody completes, produces resentment and is not needed to see the shape.

What the measurement itself does

People behave differently while recording, which distorts the numbers slightly and improves the week, and both are acceptable.

What to do with the result

Pick one category and reduce it, rather than attempting a general improvement. A single category addressed properly changes a week, and a broad efficiency drive changes nothing.

What the team should be told

That this is about workload rather than performance, explicitly and beforehand, or the numbers will be distorted by people recording what they think is expected.

Measure for a fortnight before deciding anything

An assistant handling the repetitive questions produces the category that a time audit reveals as the largest, continuously and with a record, which turns the next conversation about capacity into arithmetic rather than a feeling that everybody is busy. The source analysis sits in mapping where repetitive enquiries actually come from, and the status handling in how to use a chatbot for order tracking. See pricing, run the numbers on the chatbot ROI calculator, and the sector view sits under small business.

Frequently asked questions

Why should operational time be measured?
Because decisions about hiring, automating and prioritising are made on assumptions about where time goes, and those assumptions are consistently wrong in the same directions.
What does a time audit usually reveal?
That answering questions consumes considerably more than anybody estimated, that the improvement work gets almost none, and that a small number of categories dominate.
How long does it need to run?
A fortnight of rough categories is enough. Precision matters far less than discovering the shape, and an elaborate exercise does not get completed.

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