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Average Speed of Answer: Establishing a Goal

Posted: by: Chuck Ciarlo

Average Speed of Answer (ASA) is one of the more critical contact center KPIs. In fact, some surveys have shown that more than 60% of callers will abandon a call if they’re not speaking to an agent after one minute. And no, those friendly “your call is important to us” pre-recorded messages aren’t doing much to change their minds. 

To improve ASA, start by establishing clear goals. 

Your contact center may already have a service level they strive to achieve; the most common is 80-20, meaning 80% of calls are answered within a specific time frame (usually 20 or 30 seconds). 

Today, customers can reach out through other channels as well, requiring contact centers to set similar goals for email, chat and perhaps even social media responses. Do you want all of your emails answered in two hours, four hours, or by end of day? Is 30 minutes a reasonable goal for responding to a Facebook post?

Obviously factors will vary widely depending on the size and type of your business. But it is still important to establish a service level, measure results, and then fine-tune procedures to see if that level can be improved. 

All of the burden for meeting service levels should not fall on the agent’s shoulders. The contact center must provide the tools necessary for that agent to do his or her job, as well as provide forecasting and scheduling that assures the presence of enough agents to efficiently handle incoming communications. 

That used to be handled with spreadsheets but can now be covered with a workforce management (WFM) solution. With the advanced functionality and the more accurate forecasting and scheduling made possible by WFM, as well as the data it delivers on agent performance, schedule adherence and KPIs, contact center managers can always be assured the contact center’s resources are being utilized in the most efficient and cost-effective manner. 

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