What is ATA (Average Time of Abandonment)?
Average Time of Abandonment (ATA) is a metric used in call centers to measure the average amount of time a caller waits before abandoning the call. It helps quantify the threshold of caller patience.
How is ATA Calculated?
ATA = Total Wait Time of Abandoned Calls ÷ Total Number of Abandoned Calls
Example:
If 100 calls were abandoned after a combined wait time of 1,500 seconds:
ATA = 1,500 ÷ 100 = 15 seconds.
Why ATA is Important
ATA helps call centers identify how long callers are willing to wait before giving up. It plays a key role in improving staffing models, reducing abandonment rates, and optimizing customer experience.
Factors That Affect ATA
– Time of day (peak hours vs. low volume)
– Length and clarity of IVR menus
– Staffing and scheduling accuracy
– Call routing efficiency
How to Improve ATA
– Shorten wait times with more efficient agent availability
– Implement callback options to avoid queue frustration
– Monitor ATA in real time and adjust staffing dynamically
– Streamline IVR to route calls faster
ATA vs. ASA
While ASA (Average Speed of Answer) measures the average time to answer all calls, ATA focuses specifically on how long customers wait before hanging up.
Related Topics for Further Reading
– ASA (Average Speed of Answer)
– Abandonment Rate
– Callback Queue
– Schedule Adherence
– IVR (Interactive Voice Response)
