The average time customers wait in a voice, chat, or physical queue before being answered or received by a representative. The total wait time in the respective queue is generally considered, without any time exclusions. There is no consideration of the customer experience after they have been received or answered. ASA differs from SLA in that there is no consideration for a percentage of customers getting the desired experience, instead, all customer wait times are averaged and the target can be met even if a significant number of customers waited longer than desired.
Measurement: (Total Wait time)/ (Total Contacts Offered) or (Average Wait Time)
Benchmark: Guided by what is considered reasonable based on the nature of customers’ needs and their ability to receive assistance elsewhere. Targets may range from 30 seconds to multiple hours across sectors.
Importance: Customers waiting too long may abandon and take with them their business and the opportunity for the organization to grow the relationship. Those that don’t abandon may start their interactions irritated and less likely to leave satisfied, impacting customer satisfaction scores. Misalignment of wait times across key customer types can impact revenue and costs. Customers wanting to benefit from discounts and promotions may be inclined to wait longer and can be prioritized lower than those spending in premium categories.
Alternate Terms: ASA, Speed of Answer