Overcoming Challenges to Meet Average Speed of Answer (ASA) Targets in Customer Support

 

Meeting the Average Speed of Answer (ASA) target is crucial for customer satisfaction and operational efficiency in customer support centers. ASA is a key performance indicator (KPI) that measures the average time it takes for a chat or call to be answered by an agent. When ASA targets are not met, it can lead to frustrated customers and increased abandonment rates. Let’s explore some common reasons why ASA targets might not be met and how to address them effectively.

Understanding the Situation

Assume your support center has an ASA target of 30 seconds for chats and phone calls but failed to meet this target. As a Support Center Team Leader, it's essential to brainstorm and identify the probable causes. Here’s how you can analyze the situation:

1. Forecasting vs. Actual Call/Chat Volume

First, determine the forecasted and offered influx of chats and phone calls. For example:

- Forecasted: 10,000 chats and calls per month

- Offered: 15,000 chats and calls per month (150% of the forecast)

If the offered influx is significantly higher than the forecast, it indicates a mismatch between expected and offered volumes.

Key Questions you should ask:

- Was schedule adherence managed efficiently at 100% offered volume? If yes, additional staffing is needed to meet the ASA target.

- If no, how can we reduce the Average Handle Time (AHT)? Reducing AHT helps manage the higher volume within existing staffing levels.

Tips:

- Reducing AHT aggressively can negatively impact customer satisfaction. Ensure agents do not rush through interactions.

- Regularly review and adjust staffing levels. Use workforce management software to schedule agents based on predicted call volume. Cross-train agents to handle multiple types of inquiries to increase flexibility.

2. Offered vs. Forecasted Volume Less Than 100%

If the offered volume is less than the forecasted volume (e.g., 9,000 actual vs. 10,000 forecasted), yet the ASA target is not met, consider the following:

a) Inefficient Scheduling:

- Was the schedule prepared by workforce management inefficient? Identify shifts where ASA was impacted. Overstaffing and understaffing in different shifts can cause issues.

b) Efficient Scheduling but High AHT:

- Was the schedule efficient? If yes, then other factors could be impacting ASA.

Common Causes of High AHT:

1. Marketing Campaigns:

Promotions or holiday offers can lead to spikes in call volume. Ensure agents are trained to handle such interactions efficiently.

2. Product Issues:

For SaaS products, unexpected bugs can increase call duration due to troubleshooting and escalation.

3. New Agents:

Newly onboarded agents may take longer to handle calls compared to experienced agents. Provide supervisor support and monitor their performance closely.

Tips:

- Provide regular training to improve agents' chat and call-handling skills.

- Implement scripts and knowledge bases to help agents resolve issues quickly.

- Monitor and analyze call handling times to identify areas for improvement.

3. High Absenteeism

High absenteeism rates can severely impact ASA. When agents are frequently absent, it strains the remaining workforce and increases wait times.

Tips:

- Implement strategies to reduce absenteeism, such as improving workplace morale and offering flexible scheduling.

- Keep a buffer of support agents who can work overtime to cover absences, helping to meet daily ASA targets and overall monthly goals.

4. Schedule Adherence Issues

Even when agents are present, failing to adhere to schedules can lead to increased ASA. This includes taking longer breaks or starting shifts late.

Tips:

- Emphasize the importance of schedule adherence in training sessions and performance evaluations.

- Use real-time monitoring tools to track adherence and address deviations promptly.

- Offer incentives for consistent adherence and provide feedback to agents who frequently deviate from their schedules.

By understanding and addressing the underlying causes of high ASA, including forecasting inaccuracies, inefficient scheduling, high AHT, absenteeism, and schedule adherence issues, organizations can improve customer satisfaction, enhance operational efficiency, and achieve their service goals. Regularly review your processes, invest in your agents, and leverage technology to keep your ASA within target and ensure a positive customer experience.

Promoting a Positive Customer Experience

While addressing these challenges is essential, maintaining a positive customer experience should remain a top priority. Here are three recommended Udemy courses that Customer Support Leaders can take to enhance their skills and knowledge in building a successful support center:

Customer Support Team Leader Mastery Certification

Customer Support Business Planning

Customer Support Technology & Finance | Udemy