Average Speed of Answer (ASA)

    What does the ASA key figure mean and how can it be improved? Discover the most important facts about the Average Speed of Answer in this article.

    What is ASA?

    Average Speed of Answer (ASA) is an important metric in customer service that indicates the average time callers have to wait before their call is answered by an agent. It is usually measured in seconds and includes the total waiting time from the moment the call reaches the system until it is connected.

    A low ASA means that calls are answered quickly, while a high ASA indicates long wait times, which can lead to customer dissatisfaction. ASA is often measured and analyzed in ACD (Automatic Call Distribution) systems to evaluate the efficiency of the call center.

    How is ASA calculated?

    The ASA is calculated by dividing the total waiting time of all calls by the number of answered calls. The formula is

    ASA = total waiting time / number of calls answered

    The total waiting time of all calls is measured on the basis of the seconds that customers spend on hold. Unanswered calls are not included in the ASA calculation as they would distort the value. However, it is important to consider both answered and missed calls in the overall context.

    What is a good ASA?

    A good Average Speed of Answer varies depending on the industry and type of support. However, as a general guideline, an ASA of 20 to 30 seconds is considered good in customer service. Longer waiting times can quickly lead to frustration and have a negative impact on customer satisfaction. Many companies therefore aim to keep the ASA as low as possible.

    How can ASA be improved?

    Optimization of personnel scheduling

    • One of the most common causes of a high ASA is insufficient personnel resources. By always having enough staff available, it can be ensured that call volumes can be handled, especially during peak times.

    Use of skill-based routing

    • Targeted routing of calls to the most qualified agents (based on skills and availability) can speed up call handling.

    Shortening call durations (AHT)

    • An excessive call duration (AHT) can increase the waiting time for other callers. Training and the use of technologies such as the VIER Copilot help agents to process requests faster and thus reduce ASA.

    Intelligent call routing and prioritization

    • By using technologies that automatically prioritize emergency or VIP callers, important customers can be served quickly and the overall waiting time can be reduced.

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