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A mere one-second delay in response can drastically reduce customer conversion by 7%. In today’s fast-paced business communication realm, efficient call routing is essential.

It’s a crucial component of managing calls, significantly affecting customer satisfaction and profits. Whether it directs calls to the best agent or uses rules for sorting, the aim is always to enhance efficiency and service quality.

With efficient call routing, your business can thrive, aided by skillful call routing, keeping customers content and engaged.

In this article, we will discuss what call routing it, how call routing systems work, the different factors that determine how calls are routed, and many more.

Let’s get right into it.

Key Takeaways

• Call routing is crucial for efficient call management, directing calls to the right agents or teams before they are answered, enhancing customer satisfaction and operational efficiency.
• Various rules govern call routing, such as volume, time, language, and agent availability, ensuring effective call distribution and service quality.
• Different types of call routing methods, including skills-based, least occupied, and round-robin routing, optimize agent utilization and customer experience.
• Factors like time of day, caller ID, agent skills, and queue length influence how calls are routed, ensuring timely and personalized interactions.
• Industries such as call centers, customer support, and sales benefit from call routing, improving service delivery and customer satisfaction while maximizing resource utilization.

What Is Call Routing?

Call routing routes the calls to intended representatives/agents or teams according to defined rules before anyone takes the call. This happens even before anyone picks up the call.

The kinds of rules that call routing may be based on include the volume of calls, the time of day, the preferred language, the requirements of the department, and the availability of agents. Such rules necessarily lead to the efficient management of calls, hence efficient customer service and operation efficiency.

In simple words, these are known as Automatic Call Distributors, although business people simply refer to them as call routing systems. The result is automatic distribution of inbound calls based on the reaction from the users and call attributes. They are easy to implement and highly effective for businesses of all sizes.

Whether a call center or a small business, call routing is efficient in managing incoming calls. With just one click, the customers are forwarded to the relevant team or person. This saves the need for dedicated call directors, hence efficient operation and a superior customer experience.

How are Calls Routed in a Call Center?

Call routing starts when a customer initiates contact and continues until they’re matched with an appropriate service agent. This intricate procedure unfolds out of sight, ensuring every call is directed accurately.

Here are some of the call routing phases that callers go through before arriving with the right agent to resolve their issues:

1. Qualifying Phase

During the qualifying phase of call routing, an Interactive Voice Response (IVR) system plays a crucial role in identifying the purpose of the caller. Through automated questions and responses, callers navigate the IVR to convey their needs.

Callers who enter the business phone system via VoIP providers or other carriers are thus recognized through various tools, including caller ID, CNAM databases, and CRM integration.

The system learns about the dialed business number or the selected auto attendant options and thus consolidates more information about the call and the purpose of the call for efficient call routing.

Customer intent is thus derived through IVR interactions to guide callers toward expressing their needs using speech or keypad input.

These IVR prompts enhance call qualification by directing callers to specific departments or actions based on their response, therefore enhancing call management efficiency.

2. Call Queueing Phase

After your needs are identified, you enter a call queue. After IVR interactions, caller responses move to Automatic Call Distributors (ACD) for queuing, where calls wait based on query, skills, or waiting time, prioritized per routing rules.

This means that every caller is routed through the IVR system, and queues are appropriately set into departments—sales, billing, or customer service—based on the requirements of the business.

ACD constantly tracks the availability of agents to ensure a call is transferred efficiently to a free agent when an agent is free, connecting callers with the appointed agent in their queue.

In the queueing process, calls stay on hold until a free agent is available, meaning that the call has entered the queuing phase of the routing process.

ACD systems use technologies like Speech Recognition and Natural Language Processing to analyze the inputs in the IVR, providing accurate and efficient call routing based on the caller’s needs and established criteria.

3. Call Distribution Phase

In the Call Distribution Phase, the ACD shapes its rules. While the calls are queued, they are delivered according to your preference, such as talk-time distribution or round-robin priority.

Caller input, such as requesting a callback or abandoning the call, determines which calls are delivered to team members. Agents are connected to calls once they are available and thus handle customer inquiries quickly and well.

Off-hours calls can be delivered to voicemail or to an on-call representative, ensuring customer inquiries are handled expediently.

8 Different Types of Call Routing Methods

Diving into the different call routing methodologies is crucial for maximizing how incoming calls are managed in your business. Employing the appropriate routing strategies enhances the caller’s journey and boosts agent efficiency.

Here are the eight different types of call routing strategies.

1. Skills-Based Routing

Skills-based routing routes a customer to a representative based on their specific needs or problems, assigning them to the most qualified representative.

By using the information collected from the IVR system—the reason for the call—the customers are directed to the agents possessing the most relevant skills.

For instance, in case a customer may need assistance with a technical problem, the customer will be routed to a support agent who is good at troubleshooting.

This will increase customer satisfaction by reducing wait times and providing callers with prompt and effective assistance according to their specific needs.

2. Least Occupied Routing

Least Occupied Routing is also termed as Most Idle Routing. This technique will route calls to agents having the least talk time or who have attended the least number of calls.

This will avoid overwork for agents because only a few agents will be assigned calls while others can be left idle for some time.

Thus, an intelligent call routing system will have to monitor the statistics of the agents, like talk time and the number of calls, to execute the least occupied routing.

Such routing will balance the available time and talk time among the team members, which will enhance efficiency and enhance the worth of customers in call centers and support departments.

3. Round Robin Routing

This approach of routing, called round-robin routing, distributes the incoming calls evenly among the agents in a call queue. This ensures fairness by rotating the agents at which a call is being placed first, second, and so on. For instance, if agents A, B, and C are available, the first call goes to agent A, the second to agent B, and so on.

Round-robin routing does not overwhelm any one agent with calls and helps keep the workloads balanced among the team.

4. AI/ Predictive Behavioral Routing

AI or Predictive Behavioral Routing uses AI to suggest the best-fitting agent and call path to an incoming call.

Analyzing live as well as historic call data predicts the agent most fitted to provide optimal help according to customer preference and previous interactions.

This is especially helpful for large call centers with a lot of customer data to enact personalized and efficient routing of calls.

This strategy of routing intelligently uses machine learning algorithms to pair calls with agents who are not only available but are likely to fit the criteria of a call seeking specific needs and communication preferences.

5. Time-Based Routing

Time-Based Routing automatically directs calls to the agents at specific hours of the business day or set time slots of the day. It’s effective while dealing with call centers for multi-timezone clients.

Assigning specific shifts to the agent for working calls ensures the working schedule’s efficiency.

For instance, a number is first dispatched to the domestic agent before being sent off to the offshore centers for a global workforce approach.

This approach prevents telephony calls at the agents’ off-hours, thus increasing productivity and the quality of customer service.

6. Sequential Routing

Sequential Routing is also referred to as fixed order routing. In this, calls are always handled in a predetermined list order.

This kind of system will route the calls to the agents in a specific order. The first call will always start with the same agent, followed by the same agent in the subsequent calls, whichever agent has been available then.

This can be so in the following way. If Agent A is free, Agent A will handle the first call and will be the first agent to take the subsequent calls.

Agent B and C will get the call only if Agent A gets busy or transfers the call to him, but still the predetermined order. This will ensure fast response and ample customer satisfaction in call flow management.

7. VIP/ Relationship-Based Routing

The VIP/Relationship-Based Routing enables companies with premium clients to prioritize the high value clients for fast-tracked services that are likely to leave them satisfied and loyal. This is ideal in companies that trade only for premium clients.

It is a special case-based method mainly designed to accommodate VIP clients or specific relationships that are usually managed by particular or designated agents.

Examples of VIP clients could be flagged in the CRM system so they are expedited services. In this respect, VIP clients could ring dedicated agents directly, and if this agent is not available, then the CB program bypasses these and calls other agents on standby, so there is no interruption of service.

By using VIP routing, the company is able to show dedication to premium clients by developing more comprehensive and long-term relationships that will cement its reputation in outstanding customer service.

8. Language-Based Routing

Language-based routing also helps businesses carry out business all over the globe by allowing callers to communicate with agents who are proficient in their preferred languages.

The language-based routing system is designed to route calls between speakers who speak the same language, which eliminates misunderstandings and boosts the effective nature of communication.

Language-based routing is quite imperative for international businesses because it facilitates the delivery of quality customer services and gives customers some form of satisfaction by having a friendly relationship with the customer.

Through the routing of calls to agents who can communicate fluently in the caller’s language, language-based routing gives customers some form of satisfaction and a good relationship with them.

10 Factors Used to Determine how Calls are Routed

Optimizing your business’s communication flow is crucial, and understanding the key factors that influence call routing is essential. Interactive voice response systems, agent availability, and customer data work together to manage calls efficiently.

These elements help ensure that calls are directed correctly within your organization.

1. Time of Day

Routing rules are designed to consider the operational hours of your business or agents’ schedules. This ensures customers can connect at fitting times.

2. Caller ID

Recognizing returning customers is a core aspect of customer relationship management. Caller ID allows for routing calls based on their history, offering a personalized experience for repeat callers.

3. Customer Relationship Data

Analyzing CRM data reveals customer patterns and preferences. This information is vital for customizing the call routing process and providing a tailored communication experience.

4. Interactive Voice Response Prompts

An interactive voice response system collects essential caller information. This data guides the routing, ensuring calls are directed to the best service point.

5. Agent Skills and Expertise

It is important to match complex inquiries with agents who have the necessary skills. This approach ensures efficient and effective resolution of customer queries.

6. Queue Length

Call queue length affects routing decisions. The goal is to reduce wait times and distribute workload evenly among agents.

7. Agent Availability

Knowing which agents are available in real-time is fundamental. This ensures calls are directed to agents ready to assist, minimizing delays.

8. Customer Preferences

The system can recognize and give priority to customer preferences. For example, connecting them with a specific department or agent they prefer.

9. Geographic Location

The geographic location of the caller can influence routing. Callers may be connected to local branches or agents familiar with the local language or culture.

10. Call Priority

For urgent or high-priority calls, the routing system is configured to escalate these. This shows customers their concerns are taken seriously and addressed promptly.

Industries That Can Benefit From Call Routing

In today’s business world, swift customer service sets companies apart. Call routing offers a competitive advantage, boosting customer satisfaction and efficiency.

It benefits various sectors by enhancing call handling, targeting customer support, and lifting sales efforts. Through dynamic call routing, businesses can streamline communications and manage calls more effectively.

Let’s examine the sectors where call routing makes a significant difference.

Call Centers

Call centers focus on customer satisfaction. Sophisticated call routing lets them efficiently sort incoming calls and quickly address queries. This reduces wait times and offers a tailored experience. With call routing, customers connect with suitable resources, improving agent performance and service quality.

Customer Support and Service Providers

For customer support firms, every call is crucial for building trust and loyalty. They use call routing to direct calls to the right personnel promptly. This approach ensures fast, customized assistance, showcasing the company’s dedication to outstanding support.

Sales and Marketing Organizations

Sales and marketing drive growth, where engaging prospects timely is essential. Call routing helps teams direct calls to the most capable sales reps. Quick responses boost prospect satisfaction and conversion chances, fueling business expansion.

7 Benefits of Call Routing

1. Enhanced Customer Experience: Call routing ensures that callers are directed to the most appropriate agent or department, reducing wait times and providing quicker resolutions to inquiries. This results in improved customer satisfaction and loyalty.
2. Optimized Resource Allocation: By intelligently routing calls based on factors like agent skills, availability, and workload, call routing ensures that resources are utilized efficiently, maximizing productivity and reducing operational costs.
3. Improved First Call Resolution: With call routing, callers are connected with agents who have the expertise to address their specific needs, leading to higher first call resolution rates and fewer instances of call escalations or transfers.
4. Increased Agent Efficiency: Call routing directs calls to agents best equipped to handle them, enabling agents to focus on tasks aligned with their skills and reducing time spent on irrelevant calls. This boosts agent efficiency and morale.
5. Scalability and Flexibility: Call routing systems are scalable and adaptable, allowing businesses to handle fluctuations in call volumes and adjust routing strategies dynamically. This ensures seamless operations even during peak periods or business expansion.
6. Customized Customer Interactions: Call routing can be configured to personalize customer interactions by routing calls based on caller history, preferences, or demographics. This enhances the customer experience and fosters stronger customer relationships.
7. Data-driven Insights: Call routing systems generate valuable data and analytics on call patterns, agent performance, and customer behavior. By leveraging these insights, businesses can make informed decisions to optimize call center operations and drive strategic initiatives.

How do you Build a Call Routing System?

The first step would be a thorough analysis of your business’s communication needs. This is important for selecting a routing service that would best suit your business. There are various phone systems that offer diverse routing functionalities. For businesses with complex needs, there are cloud-based systems or software that aim to offer customizable rules.

The next step would be setting up the required infrastructure. This includes the setting up of phone lines, internet service, and automatic call distributors. Once the technical base has been installed, there will be a need to train your staff to handle the system efficiently. Good training could ensure that calls are routed efficiently without long waiting periods and a better experience for the caller.

The first step in choosing a call-routing software provider would do the work for you when building a call-routing system. This would provide customized solutions that fit within your operations. Here’s a helpful guide to formulating the perfect system for your business:

1. Identify your business’s specific call-handling needs and volume.
2. Pick a routing service or software that matches your business’s scale and call patterns.
3. Set up necessary physical infrastructure like phone lines and hardware.
4. Ensure a reliable internet connection for cloud-based phone system effectiveness.
5. Adjust the routing or contact center software to meet your business’s rules.
6. Educate your team on efficiently handling the call routing system for all calls.
7. Work closely with your service provider to fine-tune routing rules and strategies.

A thorough call routing system not only improves internal communication but also boosts customer service satisfaction.

Once your system is operational, continuous review and adjustments are essential. This proactive approach ensures your call routing strategy remains effective as your business grows.

Conclusion

Within both small and vast contact centers, effective call routing is key to customer satisfaction and operational efficiency. It streamlines call volumes and ensures the wise use of resources. By leveraging different routing methods, businesses can tailor their communication systems to meet customer needs swiftly and accurately.

An understanding of the intricacies of call direction in contact centers is crucial for an effective routing system. This enhances the contact with the customers. Therefore, a personalized experience is offered to the customers, which ensures their loyalty and word of mouth.

With an understanding of the needs of customers and efficient management of call flows, your business is on course to attain greater loyalty and advocacy.

Author’s Bio:

Scott McAuley is the CEO of TMG Voice. Great teamwork starts with TMG Voice, where all your people, tools, and communication come together for faster and more flexible work.

We offer unparalleled phone service with EPIC support from real humans, no long-term contracts, and the lowest prices with the greatest features. Experience seamless, cost-effective, and personalized telecommunications solutions tailored to your business’s unique needs.

For more information about TMG Voice’s Business Communication services, visit our Plans and Pricing page or contact us using our hotline (832) 862-6900. You can also visit our office at 21175 Tomball Parkway #361 Houston, Texas 77070, or send a message to our email through our Contact Us page.

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