A Guide to Different Kinds of Call Routing and Their Effectiveness

Call Routing

To survive in today’s highly competitive marketplace, businesses need to deliver the best possible customer experience. Many call centers worldwide make use of call center software with various advanced features. Some of these features include dedicated phone numbers, real-time call metrics, voicemail, etc. These features help businesses to provide a great customer experience. Call routing is one of the most valuable features of a call center system. It assists businesses in enhancing the entire journey of their customers by shortening call wait times and connecting callers to the most appropriate agents or departments to resolve their queries. 

What is Call Routing?

Call routing is a process in which an IVR/telephony system qualifies calls and places them in appropriate queues to be handled by agents. 

Using the right routing method can help businesses to create a great customer experience. It is one of the key methods to connect customers with the most appropriate agents or departments. Let’s look at different types of routing methods in detail:

Skills-Based Routing

Skill-based routing ensures that callers are connected to the most appropriate agents with the right knowledge and training to assist their customers with their specific queries or issues. Since skills-based routing matches customer needs to the best-skilled agents, leading to high first call resolution rates. This further helps to enhance customer satisfaction levels. 

This type of routing also helps call/contact centers enhance their efficiency as the most skilled agents can handle the customer query easily, quickly, and efficiently. Besides, when agents are trained to handle multiple tasks, they can easily handle queries from multiple queues. This decreases internal transfers and reduces the overall call handling time. Thus, it leads to better efficiency and productivity along with enhanced customer service. 

Value-Based Routing 

Value-based routing, also known as smart routing, is a method of assigning callers to queues based on the known value of the customers. Various attributes considered under value-based routing include customer behavior or action they have taken of their previous visits and the demographics that include customer’s age, income, etc. Besides, value-based routing can be categorized as:

  • Proactive routing is a value-based routing method in which a customer is routed to a particular queue based on their known or assumed attributes. 
  • Interactive Routing: Another important type of value-based routing is interactive routing. It is a method in which a call center agent can smartly interrupt the flow of calls to provide a customer with various options. This method is usually applied when there are chances that the customer is not satisfied with the service or when there is a possibility for frustration or abandonment. 

Value-based routing can help businesses to maintain their current revenue streams or build up new ones. Moreover, it is the most effective way to augment customer satisfaction by assisting them at the right time during the ongoing call. This type of routing system also increased the chances of better revenue generation opportunities by providing a higher level of service to high-value customers. 

Geographic Routing

Geographic routing is largely focused on providing local services. This kind of routing system allows customers to get in touch with the local offices of businesses using a universal phone number. Geographic routing can be performed automatically by detecting the caller’s GPS location. Another way to route calls geographically is with the help of a zip code that callers are asked to enter into the IVR system. Though geographic routing prioritizes local services, it can also be used to route customers to alternate offices if agents at the main location are unavailable or unable to resolve customer’s queries. 

Geographic routing helps save customers time as they are connected locally to the office where they want to be the first time. Moreover, it helps to enhance call/contact center performance metrics by blocking calls from locations where a business may not provide its service. 

Campaign-Based Routing 

As the name suggests, campaign-based routing is used for marketing campaigns. Customers are provided with a unique telephone number to respond to marketing campaigns in this kind of routing. These numbers are associated with precise campaigns. When the callers call from these numbers, the agents get alerts related to what the call is about in whisper tones. 

This type of routing assists businesses in tracking the success and effectiveness of their marketing campaigns. It is also used to route callers to the most appropriate agent or department based on the campaign. Campaign-based routing helps enterprises to offer personalized service to customers. It greatly enhances the caller’s experience via custom IVR menus or routing calls to the best-skilled agents associated with the campaigns.


These are some of the most popular routing methods used by businesses to provide a better customer experience. Businesses can choose the most appropriate call routing method based on the exact needs, preferred service levels, and technical capabilities.

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