Solid Rock Consulting

Authored by: Juanita Coley

Guest Interview: Derrick Staton

Hey there, WFM folks, and welcome back to another episode of Tipsy Thursdays where we talk everything about WFM, EX, and CX!
In this episode, we’re popping the cork on a topic that’s central to customer service excellence: Average Speed of Answer (ASA).
But hold on tight, because we’re also questioning whether ASA can ever be too good. Let’s uncork this bubbly discussion and explore the nuances of ASA together.

What is ASA?

ASA, short for Average Speed of Answer, is the lifeline of customer service operations. It measures the time it takes for your frontline personnel to respond to
customer inquiries, providing a crucial insight into how swiftly your team is addressing customer needs. Picture it as the stopwatch ticking away, marking the
moments between customer contact and resolution.

So, Can ASA Be Too Good?

Now, here’s the million-dollar question: can ASA ever be too good? Surprisingly, the answer is YES. Some companies have even pushed the boundaries,
aiming for lightning fast ASAs of 1 second or even less. While it sounds impressive, achieving such rapid responses can strain resources and stretch capabilities thin.
Striking the balance between speedy service and resource management is key. After all, there’s a certain percentage of clients who will reach out within 30 or 60 seconds,
regardless of ASA goals.

Dispelling ASA Myths

One prevalent myth surrounding ASA is that it’s a scalable metric, easily shaved down at a moment’s notice. However, in reality, achieving drastic reductions in ASA requires substantial resource allocation. It’s not simply a matter of snapping your fingers and magically halving response times. Without sufficient resources, chasing unrealistically
low ASAs can lead to burnout and operational inefficiencies.

Tips and Strategies

So, how can you navigate the ASA landscape effectively? Here are some tips and strategies to consider:

1. Prioritize Adherence. Build your plan, forecast, and staffing around meeting ASA goals. Adherence should be the cornerstone metric, ensuring alignment with your
carefully crafted plan. When adherence goes out of the window, so does the plan that comes with it.

2. Align it with your Business Goals. Understand the specific needs and tolerances of your customers. Flexibility is key; tailor your ASA goals to align with overarching
business objectives and customer expectations. Keep a close eye on adherence and agent availability, adjusting goals accordingly to maintain equilibrium between service excellence and resource utilization.

In essence, ASA is more than just a stopwatch ticking away – it’s a delicate balance between meeting customers’ needs promptly and managing resources effectively.
By dispelling myths, prioritizing adherence, and aligning with your business goals, you can navigate the ASA landscape with finesse, ensuring a perfect blend
of speed and efficiency in your customer service operations. Now, cheers to that!

Want to explore more of this topic? Book a WFM Discovery Call HERE!

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Until next time. Go BE Great! Go Make Impact! 🙂 

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