Understanding Why Call Routing Improves Your Customer Experience

Forget the Receptionist: Call Routing Reduces Time-to-Answer while Effectively Streamlining Inbound Callers to the Right Staff Members

For many small-to-medium-sized businesses – what we refer to as “SMBs” – callers are simply and automatically routed to the next available agent or representative. But imagine if a caller could automatically be routed to the agent he or she spoke to the day before? Wouldn’t it be useful if callers could be routed to the agents boasting the necessary skills and knowledge to answer THEIR specific questions? That’s the idea behind call routing – or intelligent call routing – and it has become a standard feature embedded within expensive, overtly sophisticated call center systems at large companies.

We’re here to tell you that call routing is also a viable option now for SMBs, as well, and it can provide a number of benefits to companies and their customers. To begin with, it has been proven that the process of call routing reduces time-to-answer while effectively channeling inbound callers to the appropriate staff, eliminating the need for these calls to go through multiple intermediaries or even a receptionist. When a customer or lead “assigned” to a certain account manager or salesperson calls in, that individual is immediately connected to the sales staff member’s personal line.

How is Call Routing Accomplished?

Call routing can be implemented in a variety of fashions; it can be campaign-based, wherein any call arriving in response to an ad printed in a physical publication (i.e. magazines, for those who recall a time before the smartphone and social media) is forwarded to a specific individual…or, it may be based on the geographic region the call originated in.

Here’s a good example of what we mean: Company representative “Bob” takes care of accounts on the East Coast of the country, so any call originating from this region would automatically route to him. Similarly, if a specific account manager is assigned to a particular contact in a CRM, a call will automatically be routed to the assigned account manager whenever that contact dials in.

Basic Benefits of Call Routing

The myriad of benefits associated with the call routing tactic include, but are certainly not limited to:

  • Callers spend less time navigating systems such as IVRs and avoiding receptionists, so that they may reach the individual they need to speak with in a more streamlined manner.
  • Companies save time by eliminating the multitude of individuals normally associated with attempting to direct a call.
  • Increased sales through targeted offers and promotions, as call routing can use a customer’s caller ID to automatically offer a discount or other promotional offer based on the caller’s past history and profile with the company.
  • Opportunities to learn from caller patterns, such as how long the average caller is waiting on hold and which voicemail menu options are most – or least – frequently chosen.

ActiveDEMAND makes it possible for the smallest of businesses to access advanced call center technologies that were once only available to large enterprises. Indeed, with call routing, you don’t have to be a big business to look like one to your customers.