Once upon a time, call routing simply meant forwarding a call based on a single programmatic rule. However call routing has evolved. Solutions now allow calls to be routed based on specific keywords, marketing campaigns, IVR phone menus and more. These systems have also become so simple that that anyone can create them. The result is that businesses can use advanced call routing features to ensure that callers quickly reach the proper destination with little to no hold time. With the right routing solution, businesses can provide an optimal customer experience during the sales process, customer service, and beyond.
Seven Uses of Advanced Call Routing:
1. Sell around the clock
Say your business has its HQ in Los Angeles and second office in New York. Being in two completely different time zones, the New York office opens three hours before the HQ in LA. You can use advanced call routing to send all calls to the New York office while the LA office is closed. Then, you do the opposite at night in NY – send all calls to LA, which is open three hours later. You can use time-based call routing to add six hours of phone support without any new employees or later hours.
Now imagine you bring on a virtual call center in Austin, TX to take calls during the time that both offices are closed. Simply add an additional time-based rule that sends calls to Austin overnight. Your business will never miss a call.
2. Route calls to reps based on promotions
When call routing is integrated with call tracking, calls can be routed to specific queues based on the promotion or ad that prompted the caller to pick up the phone. If your company sells multiple products in numerous locations, but has only one (or several offices) you can use a different number for each product and location. Then, when a caller dials the number, the call is routed to the best rep/office to handle the call.
Hospitality serves as an excellent example. Say your company operates a resort in Florida, a ski lodge in Utah, and a cruise in Hawaii but takes all calls through a centrally located office. Your marketing team can create unique numbers to use on different ads for each property, and when someone dials that particular number they are routed internally to the reps who are best trained or equipped to handle the sales for that particular location.
3. Route calls to reps based on paid search campaigns
A Prospect’s behavior in search engines tells businesses about which product or service they want to purchase. That information can be captured by call tracking applications and used to route the lead to the proper rep(s). If a prospect searches Google for “Utah Ski Lodge” chances are they are a qualified lead. A unique number can be associated with paid search ads in the Utah ski campaign. When the prospect clicks through to your site, call tracking software can employ dynamic number replacement to automatically serve a phone number that you’ve associated with the Utah property. 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
Call center setup used to incur massive hardware and facility setup costs. Now, hosted call routing services make it possible to set up a complete call center in a matter of hours. You can set up advanced call routes within an application, rather than through your own hardware.
Agents no longer need to be situated in facilities, either. Calls can be routed to 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. Interactive Voice Response (IVR) call routing provides callers with menu options that ensure they 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. 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, as 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.