ASAP is not a timeline. How profound is this statement in customer service?

The phrase ASAP (As soon as possible) has become a ubiquitous shorthand for urgency. Whether it’s a support ticket, a complaint resolution, or a simple query, service teams are often expected to address issues ASAP.

However, ASAP is ambiguous and unworkable as a timeline, as it’s highly subjective and non-specific. A lot of room is left for interpretation. Sometimes, ASAP is used to create urgency.

In an era where immediacy is celebrated – whether through instant messaging, one-day deliveries, or real-time updates – ASAP can seem inadequate. It shifts the burden of interpretation onto the customer, potentially eroding trust when outcomes fall short of expectations.

We want to explore how ASAP shapes customer service today. Is it time to retire ASAP in favor of clear, actionable timelines?

In this panel, we want to discuss specifically: