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:

Meet The Panelist

Head of Customer Success at FREED

Shilpi Mishra

Shilpi has more than two decades of experience in the customer experience space, working with organizations like Convergys, SBI Life, AmEx, BMW, and Acko General Insurance. Currently, Shilpi heads customer success at Freed, which is India's 1st Debt Relief Platform. She firmly believes that customer experience is the biggest differentiator in today's commoditized market offerings, and she tirelessly works towards creating end-to-end experiences for all stakeholders.

Managing Director, Operations at Continuum Global Solutions

Jaydeep Ghosh

Jaydeep currently functions as the Managing Director of Operations at Continuum Global Solutions, where he manages the delivery of 5 businesses out of the Philippines and India. He has more than 25 years of experience working with organizations like Dell, eClerx, Teleperformance, and Conduent prior to Continuum. His expertise includes customer service, service delivery, process and transaction quality & standardization, client engagement, customer lifecycle, training, and development.

Director Of Field Marketing at Relevantz

Dayananth Varun

Varun currently functions as the Chief of Marketing at Relevantz. He believes in the power of Generative AI to transform the customer experience. He specializes in providing personalized interactions and targeted campaigns at scale. In his two-decade-long career, he has had stints with various IT services organizations like Futurnet, Aspire Systems, Cognizant, and Ziffity Solutions before joining Relevantz.

Executive Vice President ClearTouch

Uthaman Bakthikrishnan

I believe in the power of creation - it gives me a real high to grow something from scratch and make it sustainable. Identifying market opportunities, market gaps, and identifying the right talent for execution are some of my key strengths.