Call Management for the Modern Agency: A Guide to Call Routing

Posted In | CRM | Help Desk | Calling Solution | Advertising, Design & Marketing Agencies

Every business that values its customers understands the importance of exceptional customer service. For many modern agencies, interaction with customers often takes place over the phone, making call management a critical aspect of business operations. This is where call routing plays a crucial role.

 

Understanding Call Routing

Call routing, also known as Automatic Call Distributor (ACD), is a telephony technology that distributes incoming calls to a specific group of terminals used by agents. It is often used in offices that handle a large volume of calls, like customer service or tech support centers.

 

The Importance of Call Routing

Call routing is not just about transferring calls from one point to another. It's about improving customer service, enhancing efficiency, and optimizing resources. A good call routing system ensures that calls are directed to the right person, reducing wait times and improving the overall customer experience. Moreover, it allows agencies to handle higher call volumes, monitor call traffic, and manage their team more effectively.

 

Types of Call Routing Strategies

There are several types of call routing strategies that businesses can employ, including:
 

• Direct Routing: This is the simplest form of call routing where calls are directed straight to the intended recipient.
   

• Round-Robin Routing: In this strategy, calls are distributed evenly among team members.
   

• Skills-Based Routing: This is where calls are routed to the agent best equipped to handle the customer's needs.
   

• Time-Based Routing: With this strategy, calls are routed based on the time they are received.
   

• Location-Based Routing: This strategy routes calls based on the geographical location of the caller.

 

Implementing Call Routing: The Steps

Implementing call routing requires careful planning and execution. Here are the basic steps involved:
 

1. Analyze Your Needs: Understand your call volume, peak times, and the skill set of your agents.
    

2. Choose the Right Call Routing Strategy: Based on your analysis, choose a strategy that best meets your needs.
    

3. Set Up Your Call Routing System: This involves setting up the ACD system and configuring the routing rules.
    

4. Train Your Agents: Ensure your agents are familiar with the system and can handle the calls effectively.
    

5. Monitor and Improve: Regularly monitor the system's performance and make necessary improvements.

 

Call routing is a powerful tool for modern agencies that want to improve customer service and enhance operational efficiency. By understanding your needs and choosing the right call routing strategy, you can take your customer service to the next level.