Once upon a time, the phrase call routing meant simple call forwarding based on a single programmatic rule. But call routing has evolved during its transition to the cloud. Solutions such as what we’ve built at RingDNA have become so easy and powerful that anyone can create them. Calls can now also be routed based on specific keywords, marketing campaigns, IVR phone menus and more. The result is that businesses can use advanced call routing features to ensure that callers quickly reach the proper destination with minimal hold time. With the right routing solution, businesses can provide an optimal customer experience during the entire sales process and beyond.
Here are 7 advanced call routing use cases:
1. Sell around the clock
Imagine that a business has its HQ in New York, and another office in San Francisco. Being in different time zones, the San Francisco office stays open for three hours later than the New York office. The business can use time-based routing rules to ensure that all calls are routed to San Francisco during those three hours. Now imagine that the business also hires a virtual call center in St. Louis to take calls during the hours that both offices are closed. Calls can be routed to St. Louis from the time the San Francisco office closes to the time the office in New York opens. Time-based routing is a great way to ensure that your calls always reach an audience.
2. Route calls to reps based on promotions
When call routing is integrated with call tracking (as with RingDNA), then calls can be routed to specific call queues based on the promotion that a caller saw before picking up their phone. Imagine your company sells hot air balloon tours in Switzerland and safari tours in Botswana. You can provision a different call tracking number for each excursion and include those numbers in your marketing collateral. If a lead sees a banner ad for the Switzerland trip and calls in, the unique number will instantly tell your business which trip they are interested in, and they can then be routed to the rep or group of reps trained in selling the hot air balloon tour.
3. Route calls to reps based on paid search campaigns
Prospects’ behavior in search engines can tell businesses a lot about which product or service they are interested in purchasing. That information can be captured by call tracking software and then used to route the lead to the proper rep or group of reps. Imagine that a prospect searches Google for “Botswana safari tour.” Chances are that they are a qualified lead. A unique number can be associated with paid search ads in the Botswana campaign. When the prospect clicks through to your site, call tracking software can employ dynamic number replacement technology to automatically serve up a phone number that you’ve associated with the Botswana safari tour. They can then be routed to the right sales reps based on behavioral data from search. If your business sees the same customer keywords used over and over again, you might even consider routing based on specific keywords.
4. Set up a Pop-Up Customer Service Center
Setting up a call center used to require crippling hardware and facility costs, but hosted call routing services like those offered by RingDNA make it possible to set up a complete call center before grabbing brunch. Agents no longer need to be situated in facilities, either. Calls can be routed to agents’ mobile devices, enabling them to provide stellar service from your office, their home, the airport or even the Starbucks on the corner.
5. Offer Service in Multiple Languages
Few things are more frustrating than trying to communicate in a language you’re not that familiar with. IVR call routing can help ensure that customers can reach a rep who, quite literally, speaks their language. For example, businesses that serve areas with a high volume of Spanish speakers can employ bilingual sales and customer service reps. When the customer calls, they can be asked to press “1” for English, “2” for Spanish, and so on.
6. Give customers a VIP service number
Some brands give priority customers a “red telephone” number to dial in case of an emergency. Call routing can help connect clients with top executives in the case of emergencies. Let’s imagine that a business sells SaaS software to enterprise companies. The SaaS company might give important customers a special number to dial in case of any series issues. A call flow could be established so that number dials top executives, starting with the CEO, to ensure that the VIP client can speak to the top executive that’s currently available. This can be valuable since in a real “meltdown” situation, businesses might not want to route a top client to a customer service rep.
7. Automate bill payments
Many businesses agree that it doesn’t matter what time of day a customer pays their bills, so long as those bills get paid. Rather than forcing customers to make rent, credit card or other payments during work hours, many businesses offer customers 24-hour self-serve bill payment options using IVR menus. Not only does this make it easier for customers to pay their bills, it also eliminates the need to hire a live rep take their payment information.