- Average Speed of Answer (ASA)
- A call center metric measuring the average time customers wait before their call is answered by an agent.
Average Speed of Answer (ASA) is a call center metric measuring the average time customers wait before their call is answered by an agent. ASA is a key component of service level metrics and directly impacts customer satisfaction and experience.
How ASA is Calculated
ASA = Total Wait Time for All Answered Calls / Total Number of Answered Calls
ASA includes only calls that were answered, not abandoned calls. It measures the time from when a call enters the queue until an agent answers it.
Why ASA Matters
Customer Satisfaction: Long wait times frustrate customers and negatively impact satisfaction. Lower ASA improves customer experience.
Service Level Achievement: ASA is a key component of service level metrics, which typically target answering a percentage of calls within a time threshold (e.g., 80% of calls answered in 20 seconds).
Customer Retention: Excessive wait times can lead to customer churn and negative brand perception.
Operational Efficiency: ASA reflects how well staffing levels match demand, indicating operational efficiency.
Industry Benchmarks
Typical ASA targets vary by industry and channel: - Customer service: 20-30 seconds - Sales: 10-20 seconds - Technical support: 30-60 seconds - Emergency services: Immediate
Factors Affecting ASA
Staffing Levels: Adequate staffing relative to call volume is the primary factor affecting ASA.
Forecast Accuracy: Accurate demand forecasting enables proper staffing to maintain target ASA.
Schedule Adherence: Agents following their schedules ensures planned staffing levels are maintained.
Call Routing Efficiency: Effective routing distributes calls efficiently and reduces wait times.
Technology: Modern ACD systems and routing technology optimize call distribution and reduce ASA.
Improving ASA
Accurate Forecasting: Improve demand forecasting to enable proper staffing levels.
Optimize Scheduling: Create schedules that match forecasted demand patterns.
Improve Adherence: Ensure agents adhere to schedules and are available when needed.
Efficient Routing: Use intelligent routing to distribute calls effectively.
Self-Service Options: Provide self-service options for simple inquiries to reduce call volume.
Best Practices
Set Realistic Targets: Establish ASA targets based on industry standards, customer expectations, and business requirements.
Monitor Continuously: Track ASA in real-time to identify issues and make adjustments promptly.
Balance with Other Metrics: Consider ASA alongside service level, abandon rate, and customer satisfaction.
Use Technology: Leverage WFM tools and real-time management systems to optimize ASA.
Communicate with Customers: Provide wait time estimates and position in queue information to manage expectations.
By focusing on Average Speed of Answer, organizations can improve customer experience, achieve service level targets, and optimize operational efficiency.