For call centers, the average speed of answering calls (ASA) is important information to know in order to have excellent customer service. ASA refers to the total amount of time customers wait before their call is answered. That answer could be from an interactive voice response (IVR) system or a live representative. Measurement of ASA typically begins with the first telephone ring.
The amount of time a caller waits in the initial queue is also included in this metric.
However, ASA does not include the time spent routing a customer internally to the proper queue. Nor does it include the time a representative or IVR answers the customer’s question or solves a caller’s problem.
ASA is about the time that passes from ring to answer.
How is ASA calculated?
Automatic call distributor systems can quickly and accurately capture ASA. Simply put, this metric is calculated by dividing the total wait time for answered calls by the total number of answered calls.
For example, let’s say your service desk accepts 10,000 live voice calls this month. This does not include abandoned calls. So if the collective time in the initial queue for those accepted calls was 500,000 seconds, that means the ASA this month was 50 seconds.
Why is average speed of answer so important?
One of the things ASA tells you is how responsive your service desk is to customer phone calls. Since customer service is vital to any business, your reps probably have a target time average. ASA can tell if that target time to answer calls is being met or not.
For this reason, ASA is one of the most important measurements for your call center’s evaluation.
An important distinction: ASA doesn’t measure a call center’s average handle time or problem resolution time. It’s simply the first step in keeping customers satisfied. In this way, a strong ASA contributes to better customer satisfaction.
It tells customers you understand their time is valuable.
If your business is challenged in this area, your managers can target the reasons and improve training and coaching with live agents. ASA also helps you get a better view of your employees’ workload and other challenges contributing to long wait times.
If you’re using IVR systems, ASA can tell you how it’s working. Since IVR guides callers through specific menu options, there needs to be a solid way of determining the effectiveness of each menu.
In short, ASA is a vital piece of information for any call center. It indicates how well a part of your team’s performance is going or ways it can improve the customer’s experience.
Common measurement mistakes
The top three most common mistakes when measuring average speed of answer are:
- Looking only at answered calls: ASA excludes callers who hang up before reaching a staff member. A low ASA can therefore hide a serious access problem if many callers abandon the queue.
- Relying on daily averages: A reasonable daily ASA can conceal long waits during busy morning hours or other peak periods.
- Using inconsistent definitions: Locations may calculate ASA differently, such as starting the timer at different points in the call. Standardize the measurement method before comparing performance across sites.
FAQs
What’s a reasonable ASA for a medical practice?
A reasonable ASA depends on the practice, call type, patient needs, and staffing model. Set a target using your current performance as a baseline, then adjust it based on patient access goals and abandonment trends. Review peak-hour performance separately to make sure averages do not hide long waits.
Does a callback option affect ASA?
It can, but callback calls may be measured differently from calls answered directly from the queue. Define how callbacks are counted and track callback completion and wait time separately when needed. A callback option can help patients avoid waiting on hold, but it does not automatically resolve underlying staffing gaps.
Should ASA be measured separately for new patient calls?
Yes because new patient calls often represent opportunities to establish care, so separating them from existing patient calls can reveal access problems that an overall average may hide. Tracking ASA by call type helps practices prioritize coverage and identify where delays may be costing them new patients.
