Call Routing: Types, Benefits, and How It Works?

Despite the increase in preference for self-service and AI chatbots, many customers still feel comfortable using call assistance to ensure that they are heard correctly.

Call routing is a smart system that helps you manage incoming calls efficiently. It automatically directs calls to the right agent and department, saving time and improving customer service.

In this blog, we’ll talk about the different kinds of call routing, why it’s helpful, and how it ensures that customer calls get to the right place. Let’s dive into it.

What Is Call Routing?

Call routing is a call center management feature that manages incoming calls and directs them to the appropriate agent. It’s like having a smart assistant that quickly decides where to send each call based on specific rules and criteria.

When a call comes in, the call routing system evaluates it based on factors like the caller’s input (like pressing a number for a specific department), the reason for the call, the time of the day, and the caller’s language preference. Then, the system sends the call to the best-equipped agent or department to handle it.

Call routing helps manage the flow of calls efficiently, reducing wait times for customers and evenly distributing the workload among agents. It’s essential for organizations with high call volumes, as it helps them address customer needs quickly and accurately.

What are The Benefits of Call Routing?

The main benefit of call routing is that it improves the agent’s overall work efficiency and customer experience. But this is not it; there are several more benefits of call routing:

1. Enhanced Call Management

Call routing ensures that the most qualified agent handles each call by aligning incoming calls with specific agents and departments based on predefined criteria, such as the nature of the inquiry, customer language, and geographical location.

This targeted approach minimizes the need for transferring calls between departments, reducing wait times and improving first-call resolution rates.

Additionally, it allows for better management of specialized queries, ensuring that customers with complex issues are immediately connected to agents with the right expertise.

2. Reduced Call Transfers and Escalations

Call routing directs incoming calls to the most appropriate agent and department from the start, based on specific criteria like the customer’s issue and preferred language.

As a result, the likelihood of transferring calls multiple times to find the right expert is significantly lowered. This efficient routing reduces customers’ frustration and decreases the need to escalate calls to higher management.

3. Better Handling of High- Call Volumes

Call routing systems efficiently manage large numbers of incoming calls by intelligently distributing them among available agents. This is based on predefined rules like agent availability, expertise, and call type.

Doing so prevents any single agent or department from becoming overwhelmed, ensuring a more balanced workload. This effective distribution means customers experience shorter wait times and more prompt service, even when call volumes spike.

The result is a smoother, more responsive customer service operation that can handle high-call volumes without compromising service quality.

4. Enhanced Brand Image

When calls are directed to the right agents, customers get fast and effective service, showing that the company is organized and professional.

A well-implemented call routing system keeps customers from waiting or being transferred multiple times, preventing frustration and a disorganized impression.

Instead, customers are greeted with a seamless service experience, reflecting a well-managed business that cares about customer time and satisfaction. Such positive interactions enhance the overall brand image and lead to increased customer trust and loyalty.

5. Cost-Effective

Call routing minimizes the time spent on each call, leading to more efficient use of agent hours. This efficiency translates to handling more calls with fewer resources, thus reducing labor costs.

Additionally, decreasing the likelihood of call transfers and callbacks lessens the workload on the system and staff, further cutting operational costs. The improved first-call resolution rate also means fewer repeat calls, which is cost-saving in the long run.

8 Types of Call Routing

Call routing refers to the process of directing incoming phone calls to the appropriate destination based on various criteria. Here are some common types of call routing:

1. Direct Routing

This method involves directing incoming calls to a specific agent or department based on predetermined criteria, such as the dialed number or a caller’s selection from an IVR menu.

For example, if a customer selects technical support, the call is directly routed to the tech support team. This type of routing is particularly efficient for organizations with clearly defined departmental roles or when callers already know the exact service they need.

Direct routing is valued for its simplicity and effectiveness in connecting customers directly to the right resource, enhancing the customer’s experience and the organization’s efficiency.

2. Round-Robin Routing

This method ensures a fair and equal workload among agents. In this system, incoming calls are sequentially assigned to agents in a rotating order. Once an agent receives a call, they are moved to the end of the call queue.

For example,

Imagine two agents, Alex and Carol, equally skilled at handling calls. When the shift begins, Alex takes the first call. With the round-robin system in place, the call is routed to Alex, who then moves to the bottom of the queue.

Next, Carol is up. When the second customer calls, Carol answers the call and then moves to the end of the line. This rotation continues, ensuring that both agents handle calls fairly and efficiently.

This method guarantees that every agent has an equal opportunity to handle calls, preventing any single agent from becoming overwhelmed while others remain idle.

3. Skill-Based Routing

This method connects customers to agents who have the right skills to handle their queries and solve their issues effectively.

For example, a customer calling for technical support will be routed to an agent skilled in technical troubleshooting. At the same time, a billing inquiry will go to an agent proficient in finance and account management.

This approach improves the customer experience by offering expert help, making the call-handling process more efficient and effective.

4. Time-Based Routing

In this method, incoming calls are routed based on the time of the day and week they are received. This approach allows calls to be handled more efficiently by aligning them with agents’ availability and expertise during specific periods.

For instance, if a call center operates globally, calls received during nighttime in one region can be routed to agents in another area during the daytime. Similarly, calls can be diverted to agents or departments specifically scheduled to work those shifts during weekends or holidays.

5. Interactive Voice Response (IVR) Routing

Interactive Voice Response (IVR) Routing in customer service is a technology-driven approach that uses automated voice menus to direct callers to the appropriate department and agent.

When customers call, they are greeted by an IVR system that offers a series of options, such as “Press 1 for Sales, Press 2 for Support.”

Based on the customer’s selection, the IVR system routes the call to the relevant team or individual who can best address their needs. This method streamlines the call-handling process, reducing the need for a receptionist or manual call transfers.

6. Geographic Routing

Geographic routing in customer service is a method where incoming calls are directed based on the caller’s geographical location. This technique is helpful for your business operating in multiple regions or branches.

For example, when a customer calls a national helpline, the system identifies their location through their phone number or area code. It routes the call to the nearest local service center or regional office. This ensures that customers receive localized support, which can be more relevant and practical, especially for region-specific issues.

7. Priority Routing

Priority routing in customer service is a type of call routing that prioritizes specific calls over others based on predefined criteria. This method is beneficial for handling VIP customers, urgent issues, and high-value accounts.

For instance, a customer with a premium membership or a caller reporting an emergency will be automatically routed to the front of the queue or to a specialized team equipped to handle such high-priority cases. This ensures critical calls are addressed promptly and efficiently, enhancing customer satisfaction and loyalty.

8. Data-Driven Routing

In data-driven routing, calls are directed based on insights derived from customer data. This method leverages a customer’s previous interactions, purchase history, and profile details to route the call to the most appropriate agent.

For example, if a customer frequently contacts support for software issues, the next time they call, the system automatically routes them to a tech support specialist familiar with their history. This personalized routing ensures customers receive tailored support, enhancing their experience.

How Does Call Routing Work in Call Centers?

Contact routing ensures that every customer’s inquiry is handled quickly and efficiently by connecting incoming calls to the right agents and departments in contact centers. This is a basic rundown of how it functions:

1. Call Reception

Call reception in call routing is the initial stage where the customer’s call is first connected to the call center’s telecommunication system. This is the crucial first point of contact between the customer and the service provider.

During call reception, the system identifies the caller through Caller ID and presents the caller with an Interactive Voice Response (IVR) system.

The IVR system typically offers menu options to the caller, helping to categorize the call based on the customer’s needs. This initial interaction is pivotal as it sets the tone for the customer’s experience and determines the subsequent routing path of the call.

A well-managed call reception process ensures that calls are handled efficiently, and customers feel welcomed and guided from the beginning of their interaction.

2. Identification and Segmentation

Identification and segmentation in call routing is a critical phase where the caller is identified, and their needs are categorized for appropriate routing. During this stage, the caller interacts with an Interactive Voice Response (IVR) system, where they’re prompted to provide information such as their account number, reason for calling, and preferred language.

This process segments the calls into different categories based on the information provided.

For instance, technical support calls are separated from billing inquiries. This segmentation is crucial as it determines the most suitable agent and department to handle the call.

Effective identification and segmentation streamline the routing process, ensuring callers are quickly directed to the right resource, enhancing efficiency, and improving the overall customer experience.

3. Routing Decision

The Routing decision stage in call routing is where the call center system determines the most appropriate destination for an incoming call. This decision is based on the information gathered during the identification and segmentation phase. The system uses predefined rules and criteria, such as the nature of the customer’s inquiry, language preference, and customer status (like VIP or regular).

For instance, a caller requesting technical support will be routed to a technical specialist, while a billing query will go to the billing department. This critical decision-making process ensures that calls are directed to the agent or department best equipped to handle them efficiently and effectively.

4. Directing the Call

Directing the call is a pivotal stage where the decision made in the routing process is executed. Once the call center system determines the best agent and department to handle a specific customer inquiry, the call is directed to that destination.

If the selected agent is available, the call is connected immediately. If not, the call is placed in a queue. During this time, callers are often informed about their wait status and estimated wait time, or they are given the option of a callback.

5. Agent Interaction

Agent interaction is a crucial stage in call routing where the customer is finally connected with a customer service agent. This phase is where the actual conversation and problem-solving happens.

The agent, equipped with information provided by the caller during the earlier stages or from the customer’s profile in the CRM system, engages with the customer to address their concerns.

This step is critical for achieving customer satisfaction, as the agent’s ability to effectively understand and resolve the issue directly impacts the customer’s experience. Efficient agent interaction relies on the agent’s skills, the accuracy of the routing process, and the quality of information available about the customer’s issue.

This stage is where the effectiveness of the entire call routing process is tested to resolve the customer’s concern promptly and accurately, thereby enhancing customer loyalty and trust in the service.

6. After-Call work

After-call work is an essential stage in the call routing process in customer service, occurring right after an agent finishes a call. This phase involves various tasks to conclude the interaction effectively and maintain comprehensive customer records.

Agents typically update the customer’s profile with notes about the conversation, input resolution details, and set reminders for any required follow-up actions.

They also complete related administrative tasks, such as processing orders or issuing refunds discussed during the call. This stage is crucial for ensuring continuity and consistency in customer service.

Conclusion

In summary, we’ve explored call routing, its benefits, and how it operates in call centers.

Call routing is crucial for effective customer service, ensuring each call is directed to the best agent. To enhance your service, implement a call routing feature in your contact center software for a smoother customer experience.