It’s safe to say that asynchronous communication has really taken off in the past few years, spearheaded by the acceptance of remote and hybrid work models.
In fact, remote agencies and companies rely on asynchronous communication in about 70% of the cases, whereas synchronous communication makes for 30% of all workplace communication.
However, depending on what agency you are running, that ratio might shift one way or the other. The key is knowing which style of communication to use when, as well as to pick the most effective one when they appear to be equally suitable.
And that’s exactly what is waiting for you in the article below, so keep on reading to find out more.
Synchronous vs. asynchronous communication: the definitions
First things first, let’s put the synchronous vs. asynchronous debate to rest, if there ever was one. In an agency setting, you are extremely likely to use a combination of both styles. It’s just a matter of figuring out which one is more effective for which situation.
But in order to do that, we must first understand what each of these two styles of communication is, so let’s get to it.
What is synchronous communication?
The simplest way to put it, synchronous communication is any form of communication that takes place in real-time. This means there are two or more people actively taking part in the conversation at the same time, sharing information.
Responses are received and sent out immediately, which means there is no delay in communication. Examples of synchronous communication include phone calls, video conferences, live chats, and in-person meetings and conversations.
You can learn more about synchronous communication here!
What is asynchronous communication?
Asynchronous communication is a style of communication in which participants are not engaged in the conversation at the same time. In other words, there is a delay between the moment a person sends a message and the moment that message is processed by another person.
The delay and the duration of the discussion will depend on the communication channel of choice. Examples of asynchronous communication include emails, text messages, recorded videos, Wiki articles, forum threads, and shared documents.
You can learn more about asynchronous communication here!
Key Differences
There are a few more differences between synchronous and asynchronous communication, other than the obvious time gap between messages, so let’s consider those for a moment.
Here are the key differences between synchronous and asynchronous communication:
Delivery time: As mentioned above, the delivery is immediate in case of synchronous communication, while asynchronous communication has a delay, because messages are sent and received/processed at different times.
Response time: Adding to the previous point, synchronous communication has a much faster response time because your team members are sharing information simultaneously, whereas asynchronous communication takes place over an extended period of time.
Urgency: Obviously, due to its immediate nature, synchronous communication is better suited for urgent situations that require a quick response or resolution. Asynchronous communication is a better option for non-urgent topics that require longer and better thought-out responses.
Work impact: Synchronous communication can be disruptive to your team members' focus because of its immediate nature. Asynchronous communication, on the other hand, provides team members with the flexibility to respond in their own time and to focus on deep work.
Discussion duration: Synchronous conversations are longer (we remember some of ours that match the extended versions of The Lord of the Rings movies) since there is a lot of back-and-forth. Asynchronous discussions are shorter because messages are more concise and more precisely crafted.
Response quality: Asynchronous conversations have more thoughtful, structured, and detailed replies, whereas synchronous discussions tend to be more urgent or even rushed at times, which doesn’t leave enough time for your team to come up with quality responses.
Tools: Synchronous communications utilizes phone calls, video conferencing software, and live chat apps, whereas asynchronous communication tools include email clients, video recording and storage platforms, as well as project management and productivity workspaces like ActiveCollab.
When to use synchronous vs. asynchronous communication in an agency
While it’s a given that you will be using both styles of communication in your agency, being able to discern when to use which one can make a huge impact not just on your team’s productivity but also their collaboration.
Your choice is going to depend on a number of factors, including the urgency, complexity of the information you need to convey, and the availability of your team members. And sometimes, the choice is not going to be as clear-cut as you’d want it to be.
With that in mind, we have decided to cover some of the common agency situations and let you know whether to use synchronous or asynchronous communication.
Brainstorming and creative collaboration: synchronous communication
If you are running a creative agency, brainstorming and creative problem-solving are basically your bread and butter. There is something to be said about the energy and the flow of a live discussion that can’t be replicated otherwise, which is why synchronous communication is the clear winner here.
That’s not to say that you can’t brainstorm using asynchronous communication, because you can. For example, you can have an Excel spreadsheet in which copywriters can leave their best ideas about the new campaign slogans.
But, when people are talking to each other in real time, bouncing ideas off each other and going from one “Eureka!” moment to the other just gets those creative juices flowing unlike anything else.
And the best thing about creative collaboration and brainstorming is that they can happen spontaneously, even around a water cooler in the office, and not just on Zoom.
Flow state and productivity: Asynchronous communication
As an agency owner or manager, you can probably already tell that your team members thrive when doing deep work on creative assignments, such as writing engaging copy or content, designing eye-catching visuals, or putting together an effective marketing campaign.
Reaching that flow state and getting lost in work often produces wonderful results, but it can take only one message, call, or meeting to completely derail the focus of your creatives, which is why asynchronous communication can’t be beat here.
Here is why:
Flexibility: Your team members can answer whenever they are done with their creative tasks or when it makes sense for them.
Productivity: Even if the work isn’t especially creative, it still needs to get done. Allowing your team to remain focused can help them burn through even the most complex, mundane, or time-consuming tasks much faster.
No “Zoom fatigue”: Attending a meeting, even with zero actual participation, can get exhausting. Asynchronous communication enables your team to save their energy for the most crucial tasks.
Team building and company culture development: Synchronous communication
Going to work used to consist not just of your daily, weekly, or monthly assignments, but also of interpersonal relationships and communication, even friendships, because we are social animals at the end of the day.
It’s how company culture, team engagement, and your agency’s team chemistry is built, so having as many shared experiences and interactions through synchronous communication as possible is a must. But if your team has never met in person or is communicating mostly through emails and documents, what can you do?
We recommend one or more of the following methods:
- Team building activities: We are talking about company retreats or something as simple as getting drinks after work.
- Weekly meetings: Live interactions provide a fertile ground for spontaneous moments, motivational speeches, or hilarious inside jokes.
- Quick calls: Instead of exchanging emails back and forth for an hour, have a quick call. You can solve small problems in minutes, plus you get to interact with your colleagues.
Cross-time zone team collaboration: Asynchronous communication
Remote and cross-time zone collaboration has been battle-tested, especially throughout the pandemic. And you know what? It works. It really works, and it’s mostly thanks to different asynchronous ways of communication.
If your agency’s talent is spread across the globe, you don’t have to worry about having everyone available at the same time. It gives your team members not only the freedom to adopt their preferred working style, but also the necessary time to provide better answers.
You can even deliberately create a team so that one part of it is active while the other one is asleep, which keeps your projects moving at all times.
Finally, asynchronous conversations leave a record, resulting in better transparency and documentation, which can really come in handy for team members who have joined at a later stage of project, as well as for cross-functional teams.
Sales pitches and client meetings: Synchronous communication
If your sales team is trying to score a new client or trying to sell your services or products on new markets, synchronous communication is key, because making sales also depends on building trust and rapport with potential clients in real time.
But, that’s not the only reason why:
Instant feedback: Gauging the client’s reaction in real time helps you make adjustments on the spot, answer questions and concerns, or simply save time if it’s not going well.
Personalized experience: You can easily adjust the tone and angle of your pitch based on the client’s reaction in real life, which results in a more engaging experience for them.
Addressing concerns in real time: Provide instant answers and explanations, which can help alleviate any doubts that potential clients might have about your agency or its products/services.
Ultimately, it’s about making a lasting impression, as well as building a successful relationship with your new clients.
Client communication & non-urgent requests: Asynchronous communication
For non-urgent matters, asynchronous communication is the best option available, because it gives you and your agency team time to craft more thoughtful responses without the pressure of having to give an instant answer.
And it’s more of the same story when communicating with your client, but there is an added benefit as well. For example, if your agency has clients worldwide, you can provide answers, address concerns, and provide project updates without the need for overlapping hours.
We know that nobody likes writing down documentation (except for technical writers), but it keeps all of your asynchronous communication organized in one place for later access and reference.
Feedback and evaluation: Synchronous communication
The reason why synchronous communication is the preferred method of communication when it comes to providing feedback to your team and evaluating them is because it is able to capture all of the nuances of human interaction, including:
- Tone and context: Even though feedback can be delivered asynchronously, only live feedback can capture the tone, delivery, and intent, and leave very little room for ambiguity.
- Stronger bond: Feedback feels a lot more personal and supportive if it’s done through live communication, and it goes a long way toward establishing an encouraging environment in your agency.
- Quick adjustments: Real-time feedback also provides the opportunity for momentary adjustments, follow-up actions, and quick solutions.
Project management: Both
This is where you need to find the right balance of both. When managing your agency’s projects, live meetings become just as crucial as shared documents, which are worked on asynchronously. And some, such as messaging apps, blur the line between the two.
But all those communication tools, such as email, live chat, messaging apps, and video conferencing platforms, pile up pretty quickly, so adding any more not only costs money, but chips away at your team’s productivity.
Each one has a learning curve, no matter how slight, and it’s hard to stay focused when switching among all those apps.
This is where project management software comes in, because it enables your agency and your team to cover most of your synchronous and asynchronous communication needs.
ActiveCollab, which also acts as a productivity workspace, can act as backbone for both synchronous and asynchronous team communication and collaboration in your agency.
As far as synchronous communication goes, it has a built-in chat app which enables team members to message each other directly, as well to create custom groups. And the clever thing about it is that you can turn chat message into a task with one simple click
In terms of asynchronous communication, ActiveCollab has pretty much all the features your agency needs, including discussions, comments, mentions, file sharing, and notes, all of which help your team keep detailed records.
And, as in the case of the built-in chat app, you can turn any comment into a task with a click.
Conclusion – Facilitate synchronous and asynchronous team communication with ActiveCollab
Nobody can really tell what the workplace is going to look like just five years from now, but you can bet that both synchronous and asynchronous communication will be a part of it.
Deciding which one to use and when is going to depend on the specifics of your projects, the makeup of your team and agency, and your clients.
Whatever the case may be, ActiveCollab has all the tools your agency needs to support both synchronous and asynchronous communication, manage your projects, and make sure everyone is on the same page at all times.
Sign up for our 14-day free trial, or book a demo, and let ActiveCollab be the foundation of your agency team’s communication!
