Intelligent Call Routing

4 Ways To Gain Competitive Edge With Intelligent Call Routing

Optimizing customer service in contact centers is crucial in business environment. According to recent studies, 75% of customers expect a seamless experience when interacting with customer service. Efficient call resolution is a significant factor in customer satisfaction, with 86% of consumers willing to pay more for a better customer experience. Intelligent call routing can significantly enhance the customer service experience by ensuring that calls are directed to the most appropriate agent, reducing wait times and increasing satisfaction.

Read More: What is Automated Ticket Routing? And How to Set It Up

What is Intelligent Call Routing?

Intelligent call routing is an advanced system that directs incoming calls to the most suitable agent based on various criteria, such as agent skills, caller history, and real-time data. Unlike traditional call routing systems that use basic criteria like availability or round-robin methods, intelligent call routing leverages data-driven insights to optimize call distribution.

Applications Across Channels

Intelligent call routing is not limited to phone calls. It extends to emails and chat queries, ensuring that all customer interactions are handled efficiently. By integrating with various communication channels, intelligent routing ensures a consistent and seamless customer experience across all touchpoints.

How Intelligent Call Routing Works

Intelligent call routing is a sophisticated system designed to optimize the distribution of incoming calls in contact centers. It ensures that each call is directed to the most suitable agent based on a variety of data points and advanced technologies. Here’s an in-depth look at how this system operates.

Data Utilized

  • Caller Data: Caller data includes essential information such as phone numbers, caller history, and demographics. This data helps in identifying repeat callers and understanding their previous interactions, which aids in providing a personalized experience. For instance, if a customer has a history of technical issues, they can be routed directly to a technical support specialist.
  • Agent Data: Agent data encompasses the skills, expertise, and current availability of agents. By leveraging this data, the system can match calls to agents best suited to handle specific queries. This ensures that customers receive accurate and efficient assistance, reducing the likelihood of transfers and escalations.
  • Customer Historical Data: Customer historical data provides a comprehensive view of past interactions, including previous issues and resolutions. This context is invaluable for agents as it allows them to address recurring problems more effectively and maintain a consistent service experience. Understanding the customer’s journey enhances the likelihood of a satisfactory resolution.

Key Components

  • Dialed Number Identification Service (DNIS): Dialed Number Identification Service (DNIS) identifies the number dialed by the customer. This component helps in understanding the purpose of the call. For example, different DNIS codes can indicate whether the call is related to sales, support, or billing. This information is crucial for routing the call to the appropriate department.
  • Automatic Number Identification (ANI): Automatic Number Identification (ANI) captures the caller’s phone number, enabling the system to retrieve relevant data from the CRM (Customer Relationship Management) system. ANI helps in identifying the caller even before they speak, allowing for a more personalized greeting and quicker resolution.
  • Interactive Voice Response (IVR) Systems: Interactive Voice Response (IVR) systems play a critical role in intelligent call routing. IVR systems interact with callers through voice or keypad inputs to gather more specific information about the caller’s needs. For instance, an IVR might ask the caller to select the nature of their inquiry, such as technical support or billing issues. This data is then used to further refine the routing decision.

Process Flow

  • Call Initiation: The process begins as soon as a call is initiated. The system immediately uses DNIS to identify the nature of the call and ANI to retrieve the caller’s phone number. This initial step sets the foundation for efficient call routing by providing context and identifying the caller.
  • Data Collection and Analysis: Next, the IVR system engages with the caller to gather more detailed information. The IVR prompts the caller to specify the reason for the call, such as “press 1 for sales, press 2 for support.” This interaction helps in collecting precise data that further refines the routing process.
  • Routing Decision: Based on the collected data, the system analyzes the caller’s needs against the available agent data. Factors such as agent skills, current availability, and past performance are considered. The system then makes a routing decision, directing the call to the most appropriate agent who can handle the inquiry efficiently.
  • Call Handling and Resolution: Once the call is routed, the selected agent receives relevant information about the caller, including historical data and the reason for the call. This preparation enables the agent to address the caller’s needs promptly and effectively. The aim is to resolve the issue during the first interaction, enhancing customer satisfaction and reducing call handling time.
  • Feedback and Continuous Improvement: After the call, feedback is collected to assess the effectiveness of the routing process. Key performance indicators (KPIs) such as call resolution time, customer satisfaction scores, and agent performance are monitored. This continuous feedback loop helps in refining the intelligent call routing system, ensuring it evolves to meet changing customer needs and business objectives.

Benefits of Intelligent Call Routing

  • Reduced Call Duration and Wait Time: Intelligent call routing minimizes the time customers spend on calls by directing them to the right agent from the start. This reduces overall call duration and wait times, leading to a more efficient service experience.
  • Increased Customer Satisfaction: By matching customers with agents best suited to handle their issues, intelligent call routing significantly improves customer satisfaction. This precise matching leads to quicker resolutions and a more personalized service.
  • Cost Efficiency: Efficient call routing reduces the need for multiple transfers and callbacks, leading to cost savings for businesses. Lower call handling times and improved agent productivity translate into reduced operational costs.
  • Enhanced Agent Performance: Intelligent call routing provides agents with relevant customer data and insights, enabling them to address issues more effectively. This boosts agent performance and contributes to higher overall service quality.

Why Intelligent Routing is Critical Now

Current Industry Trends

A McKinsey survey highlights the increasing need for talent and automation in call centers. As customer expectations rise, businesses must invest in technologies like intelligent call routing to meet these demands efficiently.

Investment in Training and Hiring

Matching customers with the right agents maximizes the return on investments in training and hiring. Ensuring that agents handle calls suited to their expertise enhances their job satisfaction and performance.

4 Ways Strategies to Improve Customer Service with Intelligent Call Routing

To maximize the benefits of intelligent call routing, it’s essential to implement strategic practices that enhance its effectiveness. Here are key strategies to improve customer service through intelligent call routing.

Ensure High Data Quality

Clean and accurate data is crucial for effective call routing. Ensuring high data quality allows for more precise routing decisions, leading to better customer outcomes. High data quality means that customer records are up-to-date, complete, and free from errors. This accuracy enables the system to make informed routing decisions, matching callers with the most suitable agents.

  • Data Management Practices: Implementing robust data management practices is essential. Regular audits and updates to the customer database help maintain data integrity. Automated tools can assist in identifying and correcting inaccuracies, ensuring that the data used for routing is reliable.
  • Training Staff on Data Entry: Training staff on the importance of accurate data entry can significantly improve data quality. Educating employees about the impact of data accuracy on customer service helps in minimizing errors and maintaining high standards.
  • Utilizing Advanced Data Cleaning Tools: Advanced data cleaning tools can automate the process of correcting and enriching customer data. These tools can identify duplicates, fill in missing information, and standardize data formats, making it more useful for intelligent call routing.

Overcome Integration Issues

Integrating intelligent call routing systems with existing infrastructure can be challenging. Addressing these integration issues promptly ensures smooth operation and maximizes the system’s benefits. Seamless integration allows for the efficient flow of data between systems, enabling more accurate routing decisions.

  • Assessing Compatibility: Before implementing an intelligent call routing system, it’s crucial to assess its compatibility with existing contact center technologies. Compatibility ensures that the new system can effectively communicate with other tools and databases in use.
  • Working with Vendors: Collaborating with vendors can help address integration challenges. Vendors often provide support and resources to ensure their systems integrate smoothly with existing infrastructure. They can offer custom solutions and modifications to meet specific integration needs.
  • Regular Testing and Updates:Regular testing and updates are essential to maintain integration efficacy. Continuous monitoring helps identify potential issues early, allowing for prompt resolution. Keeping systems updated ensures they remain compatible and efficient.

Monitor KPIs Closely

Tracking key performance indicators (KPIs) like call resolution time and customer satisfaction is essential. Monitoring these metrics helps in evaluating the effectiveness of the routing system and making necessary adjustments. KPIs provide valuable insights into system performance and customer service quality.

  • Defining Relevant KPIs: It’s important to define relevant KPIs that align with business objectives. Common KPIs for call routing include average call handling time, first call resolution rate, and customer satisfaction scores. These metrics provide a comprehensive view of performance.
  • Using Analytics Tools: Utilizing advanced analytics tools can enhance KPI monitoring. These tools can track performance in real-time, offering detailed insights into trends and patterns. Analytics can identify areas for improvement and guide strategic decisions.
  • Regular Reporting: Regular reporting ensures that stakeholders are informed about performance metrics. Detailed reports highlight successes and areas needing attention, enabling data-driven decisions to enhance customer service.

Focus on Other Initiatives

While intelligent call routing is vital, it’s essential to balance it with other contact center improvements. Combining routing with initiatives like agent training and customer feedback mechanisms ensures comprehensive service enhancement. A holistic approach to contact center management can significantly improve overall performance.

  • Agent Training Programs: Investing in agent training programs ensures that agents have the skills and knowledge to handle calls effectively. Training can cover customer service best practices, technical troubleshooting, and effective communication strategies.
  • Customer Feedback Mechanisms: Implementing customer feedback mechanisms helps gather valuable insights into service quality. Feedback can highlight areas for improvement and validate the effectiveness of current practices. Regularly reviewing and acting on feedback fosters continuous improvement.
  • Technological Upgrades: Upgrading contact center technologies can complement intelligent call routing. Implementing tools like customer relationship management (CRM) systems and advanced analytics can enhance overall service quality. These technologies work together to provide a seamless and efficient customer experience.
  • Balanced Approach: A balanced approach ensures that intelligent call routing is part of a broader strategy to improve customer service. Integrating routing with other initiatives ensures a comprehensive and effective contact center operation, leading to higher customer satisfaction and operational efficiency.

Leading Solution Providers

Implementing intelligent call routing requires reliable and advanced solutions. Several providers offer robust systems that can enhance call routing efficiency and improve customer service outcomes. Here are the leading solution providers in the market:

1. Genesys

Genesys is a prominent name in the contact center industry, known for its comprehensive and robust solutions. They offer advanced IVR (Interactive Voice Response) systems that are critical components of intelligent call routing.

  • IVR Solutions: Genesys’s IVR solutions are designed to gather detailed information from callers through voice or keypad inputs. This data is then used to route calls to the most appropriate agents, ensuring efficient and effective handling of customer queries.
  • Integration Capabilities: One of the key strengths of Genesys is its ability to integrate seamlessly with existing contact center infrastructure. Their solutions are compatible with various CRM (Customer Relationship Management) systems and other customer service tools, ensuring smooth data flow and enhancing overall routing efficiency.
  • End-to-End Services: Genesys provides end-to-end services, including implementation, customization, and ongoing support. This comprehensive approach ensures that businesses can fully leverage their intelligent call routing systems to improve customer service outcomes.

2. Avaya

Avaya is another leading provider in the contact center space, offering a range of solutions designed to enhance call routing and customer service efficiency. Like Genesys, Avaya is renowned for its robust IVR systems and integration capabilities.

  • IVR Solutions: Avaya’s IVR systems help in collecting caller information through automated voice prompts and keypad inputs. This information is crucial for making accurate routing decisions that match customers with the right agents.
  • Integration Capabilities: Avaya’s solutions are designed to work seamlessly with existing technologies in contact centers. Their integration capabilities ensure that all customer data is readily available, facilitating better decision-making and improving call routing efficiency.
  • Comprehensive Services: Avaya offers comprehensive services that include system implementation, customization to meet specific business needs, and ongoing technical support. This holistic approach ensures that contact centers can optimize their operations and deliver superior customer service.

3. is a provider that leverages machine learning to enhance intelligent call routing. Their solutions focus on improving agent prioritization and service personalization, making them a valuable addition to any contact center.

  • Machine Learning Capabilities:’s use of machine learning allows for the analysis of vast amounts of data to make informed routing decisions. By understanding patterns and trends in customer interactions, their system can predict the best agent to handle each call, enhancing the likelihood of a positive outcome.
  • Agent Prioritization: The prioritization of agents based on skills, experience, and performance is a key feature of’s solution. This ensures that customers are matched with agents who are best equipped to address their specific needs, leading to higher customer satisfaction and quicker resolution times.
  • Service Personalization:’s system personalizes the customer experience by using historical data and real-time insights. This personalization ensures that each interaction is tailored to the customer’s preferences and history, improving overall service quality.

4. Afiniti

Afiniti specializes in using advanced analytics to match agents and customers effectively. Their platform focuses on optimizing call routing by analyzing behavioral data, ensuring that each interaction has a higher likelihood of success.

  • Behavioral Analytics: Afiniti’s platform uses behavioral analytics to understand the nuances of customer-agent interactions. By analyzing patterns in behavior, the system can predict which agent-customer pairings are most likely to result in positive outcomes.
  • Optimized Call Routing: The optimized call routing provided by Afiniti ensures that customers are connected with agents who are best suited to handle their specific needs. This reduces the likelihood of call transfers and escalations, leading to quicker resolutions and improved customer satisfaction.
  • Higher Likelihood of Positive Interactions: Afiniti’s focus on data-driven matching results in a higher likelihood of positive interactions. By continuously analyzing and refining their algorithms, Afiniti ensures that their system remains effective in optimizing call routing and enhancing customer service.


Intelligent call routing offers numerous benefits, including reduced call duration, increased customer satisfaction, cost efficiency, and enhanced agent performance. These advantages make it an indispensable tool for modern contact centers.

The future of intelligent call routing looks promising, with advancements in AI and machine learning set to further enhance its capabilities. As businesses continue to prioritize customer service, intelligent call routing will play a critical role in meeting and exceeding customer expectations.

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