What is Call Routing?

Call routing is a fundamental feature of contact centre systems that determines how incoming calls are distributed once they enter the network.
Using Automatic Call Distribution (ACD) and sometimes Interactive Voice Response (IVR) systems, calls are assessed against a set of rules or inputs such as customer choice,
agent availability, skill sets, or call priority.

Routing strategies can range from simple round-robin distribution to advanced approaches like skills-based routing, priority-based routing,
or data-driven routing that leverages customer profiles and interaction history.
For example, a high-value customer might be routed directly to a specialist team, while technical issues may be directed to agents with specific expertise.

In customer service and call centre operations, call routing is used to:

Minimise wait times by distributing calls evenly across available agents.
Match customers with agents who have the right skills or knowledge.
Prioritise urgent or high-value enquiries.
Improve first contact resolution (FCR) rates by reducing unnecessary transfers.

Modern call routing systems can also integrate with CRM platforms to use real-time customer data, ensuring more personalised and effective service.
Poorly configured routing, on the other hand, can increase call transfers and frustrate customers.

Why Call Routing Matters

Call routing directly impacts the customer experience by determining how quickly and effectively customers are connected to the right resource.
Well-designed routing strategies improve efficiency, reduce call transfers, and support higher satisfaction rates.

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