Call routing is the rule for routing calls to the right people: by skill, branch, rotation order, or VIP priority. Good routing helps customers meet the right people quickly, reduces turnover, and gets the most out of employees. Poor routing causes customers to wait, be transferred multiple times, and staff have to take calls beyond capacity. Zenify recorded 74% of customers switching channels when service was poor.
TL;DR
- Call routing = rules for transfer calls to the right person.
- Main type: skill, branch, rotation, priority.
- Good: customers meet the right person quickly, reducing turnover.
- Bad: customers waiting, transferred many times, staff overloaded.
- Configure according to needs, measure transfer rate to fine-tune.
What is call routing?
Call routing decides where a customer's call goes:
Call the switchboard number → the system reviews the rules → transfers to the appropriate staff.
Not "whoever is free can listen", but "the most suitable person".
For example: technical call → employee with technical skills; VIP guests → experienced staff; customer calls a branch → staff at that branch.
Main routing types
Type | How it works | Use when
Round robin | Calls go to each employee in order | Equal teams, same work
By skill | Refer to staff with appropriate skills | Teams with different expertise
By branch | Transfer by branch/area | Chain, many branches (see Call center by branch)
VIP priority | Important guests come first, best staff | VIP guests, high value
Hourly | After hours transfer to other times / leave a message | Automating off-peak hours
The system handles routing according to rules = ACD (see What is ACD).
Why is call routing important?
1. Customers meet the right person, don't switch around
Calls go to the right qualified staff the first time.
Reduce "I'll transfer the phone to you", the culprit that makes customers angry.
2. Utilize employees effectively
Staff receives calls with the right expertise → processes.
No one is "free" while others are overloaded.
3. Prioritize guests properly
VIP guests do not have to line up like new guests.
Guests who need to be in a hurry can enter first according to the rules.
4. Reduce hold time and cancellation rate
Calls reach the right person quickly → less waiting → less canceled calls.
74% of customers change channels when service is poor, don't let "wait" be the reason.
How to configure routing
Call classification: What do customers need, advice, inquiries, technical inquiries, complaints?
Assign skills to employees: Who can do what, clearly mark.
Set priority rules: VIP guests first? How to handle rush hour?
Set a way out: no one is free → wait for music/switch recording/leave a message.
Measure and fine-tune: transfer rate, hold time, miss rate (see KPI call center).
Common routing errors
Rigid configuration: too many complicated rules → customers rotate.
No skills assigned: everyone receives every call → quality is uneven.
There is no way out when overloaded: customers wait indefinitely → cancel the call.
Not measuring data: don't know where it's stuck → don't fix it.