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The 4 Essential Routing Strategies in The Contact Center


Are you undecided about the routing strategy that you should use to meet the current needs of your business?

Below is an explanation of the essential routing strategies and how each of them meets different needs according to the specificities of your contact center and the required levels of customer service.

  1. Direct Routing

There is a number (entry point) for each campaign of the contact center. For example, has a number for sales, another number for customer service, and so on. Each campaign has assigned agents and if the number is busy customers need to dial again until an agent is available to answer. The call is delivered to the first agents that is free to take it.

  1. Automated Routing

. The phone number is common to all the campaigns. An automated agent, usually an IVR, gathers information from the customer that is calling and transfers the customer to the respective campaign. For example, customer dial a number, and when the call goes through choose to press 1 for customer service, 2 for sales, and so on. The customer is connected to the agent that first becomes available to handle the interaction.

  1. Skills-based Routing

As the previous one, there is a same number for several or all campaigns of the contact center but it takes into account the set of required skills.  Then delivers the interactions according to the defined routing rules such as priorities, agent skills, and so on to the agents that meet the required skill profile. Custom defined routing scripts can routes activities according to any requirement or specific business need. Skills-based routing highly improves the customer experience as it matches the customer with the agent that has the highest skills to handle that specific customer.

  1. Intelligent Routing

Routes interactions according to defined rules such as priorities, agent skills, customer profile, geography and many others. For example, routes the interaction to the agent that has the required skill profile and that been idle for the longest time. Routing scripts help to set up the intelligent routing strategy. The routing script can access information about the interaction, the customer –using internal and external databases, and the size of the campaign queue before making a routing decision. In addition to placing the interaction in the queue, the routing script also manages the activity while in the queue. Intelligent routing enables companies to segment and prioritize interactions according to business needs and service levels maximizing the overall productivity of the contact center.

As you can see, there are several choices to choose from in what concerns the routing of interactions. It´s up to you to choose the one that fits your needs and to find the right technology partner that will work with you to put it all in place. Contact us and see how easy it is to make it happen.

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