Skills-Based Routing: Definition and Process

How can you ensure that your customers are always connected to the most qualified support agent? In today’s fast-paced world, where customer satisfaction is paramount, providing efficient and effective support is crucial. This is where Skills-Based Routing (SBR) comes into play. SBR is a strategic approach designed to match customer inquiries with the best-suited agents, ensuring quicker resolutions and higher customer satisfaction. Implementing SBR can significantly enhance the efficiency of your support team and the overall customer experience. According to recent studies, companies that adopt SBR see a 15% increase in first contact resolution (FCR) rates, resulting in 20% higher customer satisfaction.

What is Skills-Based Routing?

Skills-Based Routing (SBR) is a method of directing customer inquiries to the most qualified support agents based on their specific skills and expertise. Unlike traditional routing methods, which may assign tickets based on availability or a simple round-robin system, SBR ensures that each customer is connected to an agent with the precise skills needed to address their concerns. This targeted approach reduces the time customers spend on hold or being transferred, leading to faster issue resolution.

How It Works

The SBR process begins with system administrators defining the necessary skills for handling various customer inquiries. Agents are then categorized based on their expertise in these areas, such as technical support, billing inquiries, or product knowledge. When a customer submits a request, the system automatically matches it with the most qualified agent available, ensuring that the customer receives the best possible support right from the start.

How Does the Skills-Based Routing Process Work?

Skills-Based Routing (SBR) is an advanced system designed to optimize the efficiency and effectiveness of customer support by matching inquiries with the most qualified agents. The success of this system relies on a well-structured process that involves key roles for administrators, seamless customer interaction, and the integration of automation. Below, we explore each component of the SBR process in detail.

Administrator’s Role

The administrator plays a pivotal role in setting up and maintaining an effective Skills-Based Routing system. Their responsibilities extend across several critical areas, each of which directly influences how well the SBR system functions.

Identifying Essential Skills

One of the first tasks for administrators is to identify the essential skills required to handle various types of customer support queries. This involves a deep understanding of the company’s products, services, and the common issues customers face. Administrators must work closely with team leaders and support agents to map out the specific skills necessary for resolving different categories of inquiries.

Skill Mapping: Administrators need to create a detailed map of the skills required for different types of support. This includes technical skills, product knowledge, and even soft skills such as communication and problem-solving.
Collaboration: Regular consultations with support teams help in identifying skill gaps and ensuring that all necessary expertise is covered.
Continuous Updates: As products and services evolve, so too must the skills map. Administrators must regularly update this map to reflect new challenges and opportunities in customer support.

Documenting and Organizing Skills

Accurate documentation and organization of skills within the SBR system are crucial for its success. Administrators are responsible for ensuring that each skill is properly recorded and linked to the appropriate agents.

Skills Database: Administrators must maintain a comprehensive database of agent skills, including certifications, experience levels, and specific areas of expertise. This database should be easily accessible and regularly updated.
Categorization: Skills must be categorized in a way that aligns with the types of inquiries the support team handles. For instance, technical support might require different levels of expertise in troubleshooting, software, or hardware.
Integration: The skills database must be fully integrated into the SBR system to allow for seamless matching of inquiries with the right agents.

Categorizing Agents

Categorizing agents based on their skills is another critical task for administrators. This involves assigning agents to specific skill groups or categories that match their expertise.

Skill Groups: Agents are grouped according to their primary skills. For example, an agent with strong technical troubleshooting skills might be grouped under the ‘Technical Support’ category.
Subcategories: Within each group, there can be subcategories based on experience or specialization. This helps in refining the routing process even further.
Regular Assessments: Administrators should conduct regular assessments to ensure that agents are correctly categorized. Changes in roles or skill levels should be promptly reflected in the system.

Setting Up the Routing System

Setting up the routing system involves configuring the SBR system to operate according to the documented skills and agent categories. This step is crucial in determining how effectively the system routes inquiries.

Defining Routing Rules: Administrators must establish clear rules that govern how inquiries are routed based on the skills required. These rules should be aligned with business goals and customer service standards.
Testing and Calibration: Before going live, the system must be tested to ensure that it routes inquiries correctly. Calibration may be needed to fine-tune the rules and ensure optimal performance.
Ongoing Optimization: As customer needs and business objectives change, the routing system must be continuously optimized. Administrators should regularly review and adjust the routing rules to maintain efficiency.

Customer Interaction

Customer interaction is at the heart of the Skills-Based Routing process. The system is designed to enhance the customer experience by ensuring that inquiries are handled efficiently and effectively.

Initial Inquiry Analysis

When a customer submits a support request, the first step in the SBR process is the analysis of the inquiry. This analysis is conducted by the system in real-time and involves several key factors.

Inquiry Classification: The system categorizes the inquiry based on its content, such as whether it is technical, billing-related, or a general inquiry.
Priority Assessment: The system assesses the urgency of the inquiry. For example, a technical issue that results in service downtime might be prioritized over a general billing question.
Skill Matching: Based on the classification and priority, the system matches the inquiry with agents who have the relevant skills to address the issue.

Seamless Connection with the Right Agent

Once the inquiry is analyzed, the Skills-Based Routing system seamlessly connects the customer with the most appropriate agent. This connection is made quickly and efficiently, often without the customer even realizing the complexity of the process happening behind the scenes.

Real-Time Matching: The system matches the customer’s inquiry to an agent in real-time, ensuring minimal delay between the submission of the request and the start of the resolution process.
Agent Availability: The system also considers agent availability when routing the inquiry. If the ideal agent is currently engaged, the system may either queue the inquiry for that agent or reroute it to another qualified agent based on predefined rules.
Customer Satisfaction: This seamless connection greatly enhances customer satisfaction by reducing wait times and avoiding unnecessary transfers. Customers are more likely to have their issues resolved on the first contact, leading to a more positive overall experience.

Minimizing Transfers and Escalations

One of the primary goals of Skills-Based Routing is to minimize the need for transferring calls or escalating issues. By routing the inquiry to the right agent from the outset, the system reduces the likelihood that the customer will need to be passed from one agent to another.

First Contact Resolution (FCR): By ensuring that inquiries are handled by agents with the necessary expertise, the SBR system increases the chances of resolving issues on the first contact. This reduces the need for follow-up interactions or escalations to higher-level support.
Reduced Customer Frustration: Fewer transfers and escalations mean less frustration for the customer, who can have their issue resolved in a single interaction. This not only improves customer satisfaction but also enhances the brand’s reputation for providing efficient support.
Operational Efficiency: Minimizing transfers and escalations also improves operational efficiency by reducing the time and resources required to resolve each inquiry. Agents can focus on solving problems rather than managing transfers, leading to quicker resolutions and higher productivity.

Automation and Support Agent’s Role

Automation is a critical component of the Skills-Based Routing process, playing a key role in ensuring that inquiries are routed accurately and efficiently. It also helps support agents focus on their core tasks, improving overall productivity.

Streamlining the Routing Process

Automation in SBR streamlines the routing process by handling the complex analysis and matching of inquiries with minimal human intervention.

Automated Inquiry Analysis: The system uses automation to quickly analyze the content and context of each inquiry, determining the best match between the customer’s needs and the available agents.
Speed and Accuracy: Automation ensures that inquiries are routed with speed and accuracy, reducing the chances of human error in the routing process. This leads to quicker response times and more accurate connections between customers and agents.
Scalability: As customer inquiries increase in volume, automation allows the SBR system to scale effortlessly, handling more requests without a drop in efficiency.

Continuous Monitoring and Adjustment

The SBR system continuously monitors the status of both inquiries and agents, making real-time adjustments as necessary to maintain efficiency.

Real-Time Monitoring: The system tracks agent availability, workload, and performance in real-time, allowing it to make immediate adjustments to routing decisions.
Dynamic Adjustments: If an agent becomes unavailable or if a new priority inquiry comes in, the system can dynamically adjust routing to ensure that inquiries are always handled by the most appropriate agent.
Performance Optimization: Continuous monitoring allows the system to optimize performance over time, identifying patterns and making adjustments to improve routing efficiency and accuracy.

Enhancing Agent Productivity

Automation in the SBR system also plays a crucial role in enhancing agent productivity by allowing them to focus on tasks that match their skills.

Task Matching: By ensuring that agents are only assigned tasks that align with their expertise, the system reduces the time agents spend on tasks outside their skill set, allowing them to work more efficiently.
Reduced Downtime: Automation reduces the downtime agents might experience waiting for appropriate tasks, as the system ensures a steady flow of relevant inquiries to each agent.
Improved Job Satisfaction: When agents are assigned tasks that match their skills, they are more likely to feel satisfied with their work, leading to higher morale and lower turnover rates.

Benefits of Skills-Based Routing

Increased Agent Productivity

Skills-Based Routing significantly boosts agent productivity by ensuring that agents only handle inquiries that align with their expertise. This focused approach reduces the time spent on unfamiliar issues, allowing agents to resolve tickets more efficiently. As a result, agents experience less burnout and higher job satisfaction, contributing to a more motivated and effective support team.

Enhanced Customer Satisfaction

One of the most significant benefits of Skills-Based Routing is its positive impact on customer satisfaction. By connecting customers with the right agents from the outset, Skills-Based Routing increases the likelihood of first contact resolution (FCR). This reduces the need for customers to be transferred or wait for escalations, leading to quicker resolutions and a better overall experience.

Cost Efficiency and Profitability

Skills-Based Routing also offers considerable cost savings. By improving agent productivity and reducing the time spent on each inquiry, Skills-Based Routing lowers operational costs. Additionally, higher customer satisfaction leads to increased loyalty and repeat business, ultimately boosting profitability. Companies that implement SBR often see a reduction in support costs while simultaneously improving service quality.

Types of Skills-Based Routing

Skills-Based Routing (SBR) is a versatile approach to customer support, offering various implementations depending on the specific needs of a business. Understanding the different types of Skills-Based Routing can help organizations select the most appropriate system for their support operations, ensuring that customer inquiries are handled efficiently and effectively. Below are detailed descriptions of three primary types of Skills-Based Routing: Standalone Skills-Based Routing, Omnichannel Skills-Based Routing, and Conversation Priority Skills-Based Routing.

Standalone Skills-Based Routing

Standalone Skills-Based Routing is a system where the routing of customer inquiries is based exclusively on the skills of the support agents, without integrating multiple communication channels. This type of Skills-Based Routing is particularly effective in environments where support requests are relatively straightforward and can be easily categorized based on specific skill sets.

Ideal Use Cases

Standalone SBR is highly beneficial for specialized support teams that focus on particular product lines, services, or technical issues. For example, a software company may have a dedicated support team for each of its products, with each team possessing in-depth knowledge and skills related to their respective product. In such cases, Standalone SBR ensures that customer inquiries are directed to the team or agent with the most relevant expertise, leading to faster and more accurate resolutions.

Advantages

One of the main advantages of Standalone Skills-Based Routing is its simplicity and efficiency. Since the routing is based solely on agent skills, there is less complexity in the system’s setup and maintenance. This type of SBR is also easier to manage and optimize, as the focus is on matching customer inquiries with the right skills rather than managing multiple channels. Additionally, Standalone SBR is highly effective in ensuring that each customer inquiry is handled by an agent with the appropriate knowledge, reducing the likelihood of escalations or transfers.

Limitations

However, Standalone SBR may have limitations in more complex support environments where customers interact through multiple channels, such as email, chat, or social media. In such cases, the lack of channel integration can lead to disjointed customer experiences, as inquiries may not be handled consistently across different platforms. This limitation makes Standalone Skills-Based Routing less suitable for organizations with diverse and multifaceted support needs.

Implementation Considerations

When implementing Standalone Skills-Based Routing, it is crucial to accurately identify and categorize the skills required to address the most common customer inquiries. Proper documentation of these skills and regular updates to the routing rules are essential to maintain the system’s effectiveness. Additionally, organizations should consider the potential need to expand their support capabilities in the future, as the limitations of Standalone SBR may necessitate a transition to more integrated systems as the business grows.

Omnichannel Skills-Based Routing

Omnichannel Skills-Based Routing represents a more sophisticated and integrated approach to customer support, combining the principles of SBR with the ability to manage multiple communication channels simultaneously. This type of SBR ensures that customers receive consistent and efficient support across various platforms, including email, chat, phone, and social media.

Customer Experience Enhancement

The primary benefit of Omnichannel Skills-Based Routing is its ability to provide a seamless customer experience, regardless of the channel through which the customer contacts support. For instance, a customer might initiate a support request via chat, follow up through email, and eventually resolve the issue over the phone. With Omnichannel SBR, the system ensures that the customer’s inquiry is consistently handled by agents with the appropriate skills, regardless of the channel used. This continuity in support enhances customer satisfaction by minimizing the need to repeat information and ensuring that all interactions are aligned and cohesive.

System Complexity

Implementing Omnichannel Skills-Based Routing is inherently more complex than Standalone SBR due to the need to integrate multiple channels into a single routing system. This complexity requires advanced technology and careful planning to ensure that the system accurately routes inquiries based on both the customer’s needs and the specific skills required for each channel. For example, agents may need different skills for handling live chat inquiries versus phone calls, and the system must account for these variations in its routing logic.

Operational Efficiency

Omnichannel SBR can also improve operational efficiency by streamlining support processes across different channels. For example, an inquiry that begins on social media can be seamlessly transferred to a phone call, with all relevant information passed along to the agent, ensuring a smooth transition and quicker resolution. This integration reduces the time agents spend gathering information and allows them to focus on solving the customer’s issue, leading to faster response times and higher productivity.

Challenges

Despite its advantages, Omnichannel SBR can be challenging to implement and maintain. The system requires continuous monitoring and optimization to ensure that it accurately routes inquiries and provides a consistent experience across all channels. Additionally, the complexity of integrating multiple channels may require significant resources, both in terms of technology and agent training. Organizations must be prepared to invest in these areas to fully realize the benefits of Omnichannel Skills-Based Routing.

Conversation Priority Skills-Based Routing

Conversation Priority Skills-Based Routing is a specialized form of SBR that prioritizes certain types of customer interactions based on their urgency, importance, or value. This approach ensures that the most critical inquiries are routed to the most experienced and skilled agents, allowing for prompt and effective resolution.

Prioritization Criteria

The key feature of Conversation Priority SBR is its ability to prioritize inquiries based on specific criteria. For example, inquiries from high-value customers, such as those with premium accounts or large purchase histories, may be given priority over standard inquiries. Similarly, issues related to critical services or products, where downtime or malfunction could have significant consequences, are prioritized to ensure quick resolution. This prioritization helps businesses address their most pressing customer concerns efficiently and effectively.

Customer Satisfaction and Loyalty

By ensuring that high-priority inquiries are handled promptly and by the most qualified agents, Conversation Priority SBR can significantly enhance customer satisfaction and loyalty. Customers with urgent needs appreciate the quick response and expert handling of their issues, leading to increased trust and long-term loyalty. This approach is particularly valuable in industries where timely support is critical, such as finance, healthcare, or IT services.

Balancing Priorities

One of the challenges of Conversation Priority SBR is balancing the needs of high-priority customers with those of other customers. While it is essential to provide prompt support to critical inquiries, it is equally important to ensure that standard inquiries are not neglected. Organizations must carefully design their routing rules to balance these competing priorities, ensuring that all customers receive timely and effective support.

System Integration and Automation

Effective implementation of Conversation Priority SBR often involves integrating the system with customer relationship management (CRM) tools and other data sources to automatically identify and prioritize high-value inquiries. Automation plays a key role in this process, enabling the system to quickly assess the priority of each inquiry and route it accordingly. Regular updates and fine-tuning of the system are necessary to maintain its accuracy and effectiveness, ensuring that priority inquiries are consistently handled by the right agents.

Skills-Based Routing vs. Automatic Call Distribution (ACD)

Comparison Overview

Skills-Based Routing (SBR) and Automatic Call Distribution (ACD) are both integral components of customer support systems, but they differ significantly in their approach to routing inquiries. ACD is a more traditional system, primarily focused on distributing incoming calls to the next available agent. It operates on a queue-based system, where the main objective is to reduce wait times by connecting customers to any available agent as quickly as possible. This method works efficiently in high-volume environments where the nature of inquiries is relatively uniform, and the primary concern is managing large call volumes.

In contrast, Skills-Based Routing takes a more sophisticated approach by considering the specific skills and expertise of the agents when routing inquiries. Instead of simply connecting a customer to any available agent, Skills-Based Routing matches the customer’s needs with an agent who possesses the exact skills required to resolve the issue. This results in more precise and effective customer interactions, as the inquiry is handled by someone with the right expertise from the outset. This difference in approach leads to significant variations in the quality of support provided and the overall customer experience.

Technological Progression

The evolution from Automatic Call Distribution to Skills-Based Routing represents a major shift in customer support technology. ACD systems were developed at a time when the main challenge was managing high call volumes with limited technology. These systems were designed to be simple and efficient, ensuring that customers were connected to an agent as quickly as possible, regardless of the complexity of their inquiry. While this approach was effective for its time, it does not adequately address the growing demand for personalized and specialized customer support.

Skills-Based Routing emerged as a response to the need for more tailored customer service. With the advancement of technology, particularly in the areas of artificial intelligence and data analytics, it became possible to develop systems that could assess both the nature of customer inquiries and the specific skills of agents in real-time. Skills-Based Routing uses these technologies to create a more dynamic and responsive routing system, capable of delivering highly specialized support. This progression reflects a broader trend in customer service towards greater personalization and efficiency, driven by the capabilities of modern technology.

Benefits Over ACD

Skills-Based Routing offers several distinct advantages over Automatic Call Distribution, particularly in environments where the quality of customer interactions is paramount.

Higher First Contact Resolution Rates: One of the most significant benefits of Skills-Based Routing is its ability to increase first contact resolution (FCR) rates. By matching customers with the most qualified agents from the outset, SBR reduces the likelihood of transfers and escalations, ensuring that issues are resolved more quickly and efficiently. In contrast, ACD systems, which prioritize speed over skill matching, often result in customers being connected with agents who may not have the specific expertise required, leading to longer resolution times and increased frustration.
Improved Customer Satisfaction: Customer satisfaction is directly correlated with the speed and accuracy of issue resolution. Skills-Based Routing enhances the customer experience by ensuring that inquiries are handled by the most knowledgeable agents, resulting in faster and more accurate resolutions. Customers appreciate being connected with someone who understands their problem and can provide a solution without unnecessary delays or transfers. ACD systems, on the other hand, may achieve quicker initial response times but often at the expense of resolution quality.
Better Agent Productivity: Skills-Based Routing not only benefits customers but also improves agent productivity. By aligning agents with inquiries that match their expertise, Skills-Based Routing ensures that agents spend more time working on tasks they are best equipped to handle. This leads to higher job satisfaction and reduces the time agents spend on tasks outside their skill set. In contrast, ACD systems can result in agents frequently dealing with issues beyond their expertise, leading to longer handling times and decreased efficiency.
Enhanced Operational Efficiency: Skills-Based Routing contributes to overall operational efficiency by reducing the need for call transfers and escalations, which are common in ACD systems. By getting the inquiry to the right agent from the start, SBR minimizes the back-and-forth that can occur in less specialized systems, streamlining the support process and reducing operational costs.
Scalability and Flexibility: As customer support operations grow and become more complex, the limitations of ACD systems become more apparent. Skills-Based Routing offers greater scalability and flexibility, allowing companies to adapt their support strategies as their needs evolve. This adaptability makes SBR a more sustainable solution for businesses looking to maintain high levels of customer satisfaction in a rapidly changing environment.

Skills-Based Routing Best Practices

Identify Essential Skills

To maximize the effectiveness of Skills-Based Routing, it’s crucial to identify the essential skills needed within your support team. Start by analyzing the types of inquiries your team handles and the expertise required to resolve them. This step ensures that agents are categorized accurately, allowing the Skills-Based Routing system to function optimally.

Document and Organize Agent Skills

Proper documentation and organization of agent skills are vital for the success of Skills-Based Routing. Create detailed profiles for each agent, including their areas of expertise, certifications, and experience. Organize these profiles within the SBR system, ensuring that the routing rules can accurately match inquiries with the appropriate agents.

Assign Agents and Set Routing Goals

Assigning agents to skill categories and setting clear routing goals are essential steps in implementing Skills-Based Routing. Determine the key performance indicators (KPIs) that will measure the success of your routing system, such as first contact resolution rates or average handling times. Regularly review and adjust these goals to ensure continuous improvement.

Establish Routing Rules and Triggers

Customizing routing rules and triggers allows you to optimize the Skills-Based Routing system for your specific needs. Consider factors such as inquiry complexity, customer value, and agent availability when setting up your routing rules. By fine-tuning these parameters, you can ensure that tickets are always routed to the best-suited agents.

Conclusion

Skills-Based Routing is a powerful tool for streamlining customer support and maximizing efficiency. By connecting customers with the most qualified agents, Skills-Based Routing enhances first contact resolution rates, improves customer satisfaction, and reduces operational costs. As businesses continue to prioritize customer experience, implementing SBR is a strategic move that can lead to significant long-term benefits. Consider integrating Skills-Based Routing into your support operations to ensure that your customers always receive the best possible service.

Frequently Asked Questions About Skills-Based Routing

What is SBR, and how does it improve customer support?

Skills-Based Routing (SBR) is a method of directing customer inquiries to the most qualified support agents based on their specific skills. It improves customer support by ensuring that customers are always connected with agents who have the expertise to resolve their issues quickly and efficiently.

How does SBR differ from other routing methods?

SBR differs from other routing methods, such as Automatic Call Distribution (ACD), by focusing on agent skills rather than availability. This approach leads to more accurate routing, faster resolutions, and higher customer satisfaction.

What are the challenges in implementing SBR?

Implementing Skills-Based Routing can be challenging, particularly in accurately categorizing agent skills and setting up the routing system. Additionally, ongoing maintenance and adjustments are required to keep the system functioning optimally.