“You never get a second chance to make a first impression.” This saying is completely pertinent to a call center’s inbound line. This is where the client forms their initial opinion of the firm and its level of service. Metrics such as Average Speed of Answer (ASA) and Service Level are critical for evaluating service quality since they influence both customer happiness and the efficiency of the call center personnel. In this post, we will look at what these metrics represent, how to calculate them, how they are related, and the tools and techniques that can assist enhance ASA and Service Level.
What is Average Speed of Answer (ASA): Definition
The Average Speed of Answer (ASA) refers to the average time a customer waits in the queue to connect with an agent. To make this clearer, let’s use an example. Imagine calling a contact center to resolve an issue. Initially, you hear an automated IVR message, something like, “Welcome, you’ve reached [Company Name].” Then, you listen to hold music while your call is in the queue. If an agent answers your call after 30 seconds from the start of the connection, that’s your ASA.
How to Calculate ASA: Formula
To calculate the average speed of answer in a call center, you need to sum up the total waiting time customers spent in the queue and divide it by the total number of calls answered by agents. Here’s the formula:
Wait time for answered calls includes the total time all callers spend waiting before being connected to an agent.
Total number of calls answered is the number of calls that are answered by agents within the given period.
Average Speed of Answer in a Call Center: Calculation Example
Let’s assume that over the course of a day, the agents of a contact center handled 100 phone calls, and customers spent a total of 5,000 seconds waiting in the queue. In this case, the Average Speed of Answer would be calculated as follows:
5,000 ÷ 100 = 50 seconds
This simple calculation provides insights into how quickly your team is responding to incoming calls, which is essential for maintaining high customer satisfaction levels.
Recommended reading: Call center efficiency: understanding and enhancing operations
What is Service Level (SL): Definition
Service Level (SL), or the level of service, is a metric that measures the percentage of calls handled by agents in a contact center within a specified time frame. It is used to evaluate the efficiency of the contact center and ensure compliance with service standards.
The Service Level metric consists of two components:
- Percentage (calculated using a formula).
- Time in seconds (set by the contact center management).
In the call center and contact center industry, Service Level is typically expressed as a ratio of these two components. For example, if agents answer 80% of calls within 20 seconds, the Service Level is represented as 80/20. The formula for calculating SL is as follows:
For instance, if an outsourcing call center client sets a target of answering 80% of calls within 20 seconds, the Service Level metric will show whether the contact center is meeting this KPI.
Is Service Level Different from Service Level Agreement (SLA)?
Service Level and Service Level Agreement (SLA) are distinct concepts, though they are closely related:
- Service Level (SL) — This is an actual metric that reflects the real percentage of compliance with the service standard. For example, agents in a call center answer 80% of calls within 20 seconds.
- Service Level Agreement (SLA) — This is a contractual agreement between the client and the service provider, defining the target metrics (including SL) and the obligations to meet them. For instance, an SLA may specify that the Service Level must be at least 80/20.
The key difference lies in their purpose: SL is a performance metric, while SLA is a contractual commitment to achieve a specific Service Level, outlined in the agreement between the client and the outsourcing contact center provider. Thus, SL is used to assess whether actual performance aligns with the standards set in the SLA.
Example of Service Level (SL) Calculation
Let’s assume a call center received 100 phone calls in one hour. Agents answered 85 of these calls within 20 seconds, as specified in the agreement with the client. For the remaining 15 calls, the callers waited longer than 20 seconds for a response. The Service Level calculation would look as follows:
SL = (85 / 100) * 100% = 85%
If the SLA specified that the Service Level should be at least 80%, this result meets the agreement’s requirements. However, if the target metric was 90%, the contact center, based on this example, would not have achieved the required service level.
How ASA and Service Level Are Connected?
Average Speed of Answer (ASA) and Service Level (SL) are interconnected metrics that reflect the quality of customer service in a contact center. The faster agents respond to calls (lower ASA), the more calls are handled within the set time frame, positively impacting the Service Level. At the same time, a high Service Level indicates that the contact center is effectively utilizing its staff, ensuring agents are available for customers when needed. However, if the average speed of answer is too high, it can lower the Service Level and create a negative customer experience due to long wait times.
Maintaining a balance between ASA and SL requires optimizing agent work schedules and staffing levels. For instance, excessively reducing ASA may increase hiring costs for additional staff, while attempting to maintain a high Service Level with limited resources could lead to overloading and burnout among personnel. Therefore, it is crucial to find a balance that allows for prompt customer service while ensuring other tasks in the contact center are performed efficiently.
How to Improve ASA?
For an inbound call center, the speed of answer is a critically important metric, as customers expect prompt service. A high ASA can lead to customer loss, reduced satisfaction, and a negative company image. To avoid these outcomes, it is essential to implement effective strategies to optimize this metric.
Optimizing Agent Work Schedules
A well-planned work schedule ensures the availability of enough agents during peak hours. Use analytical tools to forecast call volumes and adjust schedules according to the needs of your contact center.
Utilizing Interactive Voice Response (IVR)
IVR systems help route customer calls to the appropriate department or agent quickly, reducing wait times. Additionally, automated responses can handle simple queries without requiring live agents.
Recommended Reading: IVR Interactive Voice Menu vs. Artificial Intelligence
Increasing Agent Availability During Peak Periods
Identifying and mobilizing additional resources during peak periods reduces queues and speeds up customer query handling, thereby lowering the average speed of answer.
Training Agents in Efficient Work Techniques
Investing in training and upskilling inbound agents equips them to handle calls more quickly and effectively, reducing service times.
Implementing Callback Functionality
A callback feature, which can be added as a widget on your website, allows customers to avoid waiting on hold by receiving a call from an agent later, once they are available. This not only reduces the workload on the inbound contact center but also improves the customer experience.
How to Improve Service Level (SL)?
Alongside the Average Speed of Answer (ASA), the Service Level (SL) metric directly impacts customer satisfaction and their perception of your company. Optimizing SL is a key task for any contact center striving to deliver a high standard of service. How can this be achieved? Here are five actionable tips:
Inform Your Team About the Service Level Metric
Ensure that every agent understands what SL is, how it is measured in your contact center, the target values, and how their actions impact this metric. It is equally important to explain the consequences of not meeting target values and the incentives available for achieving or exceeding the plan.
Monitor SL and Respond to Changes in Real-Time
Use contact center software with real-time monitoring features. This allows you to track SL and other key metrics. Expand communication channels such as messengers, social media, and email to optimize the load on phone lines while maintaining high agent availability. Set up alerts for when SL falls below a set threshold so you can redistribute inbound line agents across channels.
Improve Forecasting Accuracy
Accurate forecasting of call volumes enables efficient resource planning and ensures sufficient agents are available to handle incoming inquiries. Analyze historical data, consider seasonality, holidays, marketing campaigns, and other factors that may influence call volumes. Leverage reporting functions and Workforce Management (WFM) software.
Optimize Call Routing and IVR
Effective call routing and a well-designed IVR menu direct customers to the most qualified agents, contributing to faster issue resolution and improving the First Call Resolution (FCR) metric. Use skills-based routing to connect customers with agents best suited to address their problems
Provide Motivation and Support to Your Team
High agent engagement boosts operational efficiency. Use bonuses, feedback, and recognition of achievements to keep employees motivated and deliver high-quality customer service.
Conclusion
Average Speed of Answer (ASA) and Service Level (SL) are interrelated key metrics that define the effectiveness of service on an inbound call center line. Striking a balance between response speed and agent availability allows for meeting customer expectations and ensuring quality communication. Optimizing these metrics helps create a stable service system even during high-demand periods.
Improving ASA and SL positively impacts customer satisfaction (CSAT) and the likelihood of customer recommendations (NPS). Quick response times and consistent service levels reduce the risk of customer dissatisfaction, fostering loyalty. Investments in modern technologies and processes allow you to achieve desired KPIs and maintain high competitiveness.
Looking for a reliable partner to achieve the perfect balance between ASA and SL? Global Bilgi, a leader in the outsourced contact center market, has the experience, resources, and expertise to help you meet your business goals. Contact us, and we’ll help elevate your customer service to the next level!
