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How can you align your call routing strategy with your customer journey and expectations?

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Call routing is the process of directing incoming calls to the most appropriate agent or department based on various criteria, such as caller ID, IVR selection, skill level, availability, or priority. It is a key component of contact center operations, as it affects customer satisfaction, agent productivity, and operational efficiency. However, call routing is not a one-size-fits-all solution. It needs to be aligned with your customer journey and expectations, which may vary depending on the context, channel, and stage of the interaction. In this article, we will discuss how you can design and implement a call routing strategy that matches your customer needs and preferences.

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JL Suarez, MBA

?? 50+ Awarded LinkedIn Top Voice Badges: ??Manager of Enterprise Data Services at Holiday Inn Club Vacations??:…
Maurizio Mallia

Customer Experience Leader driving NPS, Retention & Loyalty | Transforming Contact Centres & Reducing Complaints |…
Nicolas Hérault

Customer Service Operations Leader who helps enhance Contact Centers, Process Efficiency & Team Growth | Insurance &…

1 Understand your customer journey

The first step to align your call routing strategy with your customer journey is to map out the different touchpoints, channels, and scenarios that your customers go through before, during, and after contacting your contact center. This will help you identify the pain points, expectations, and goals of your customers, as well as the opportunities and challenges for your agents. You can use tools such as journey mapping, personas, surveys, or analytics to collect and analyze customer data and feedback.

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Nicolas Hérault

Customer Service Operations Leader who helps enhance Contact Centers, Process Efficiency & Team Growth | Insurance & Assistance | Automotive, Travel & Health | Multilingual
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From my experience, mapping out the customer flow helps streamline the process to ensure calls are directed to skilled agents efficiently. It's crucial to keep the routing simple, direct, and aligned with customer preferences. By anticipating customer needs and behaviors, we can design a routing strategy that enhances their experience, leading to quicker resolutions and higher satisfaction levels. This approach ensures every interaction is seamless and tailored to meet customer expectations effectively.

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Maurizio Mallia

Customer Experience Leader driving NPS, Retention & Loyalty | Transforming Contact Centres & Reducing Complaints | Fintech & BPO Specialist | Empowering High-Performing Teams
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Understand Your Customer Journey comes in 3 stages: 1- Customers become aware of your brand or solution. Routing Objective: Ensure easy access to general information. Use an IVR to direct callers to relevant departments or provide key information upfront. 2- Customers research your products/services. They might seek detailed information or compare options. Routing Objective: Offer access to knowledgeable agents or a self-service menu for FAQs. Consider intelligent routing based on the query type (sales, support, technical). 3- Decision stage- Customers are ready to make a purchase or need personalized assistance.

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2 Define your call routing objectives

The next step is to define your call routing objectives, which should be aligned with your business goals and customer expectations. For example, you may want to increase first call resolution, reduce average handle time, improve customer satisfaction, or optimize agent utilization. You should also consider the trade-offs and constraints that may affect your call routing decisions, such as cost, complexity, scalability, or compliance.

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JL Suarez, MBA

?? 50+ Awarded LinkedIn Top Voice Badges: ??Manager of Enterprise Data Services at Holiday Inn Club Vacations??: Inspiring Innovation & Leadership in Business Intelligence??
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Defining your call routing objectives is crucial for aligning with both business goals and customer expectations. ??? By focusing on key metrics like first call resolution, average handle time, and customer satisfaction, you can create a more efficient and customer-centric contact center. Remember, balancing these goals with constraints such as cost and scalability is essential for sustainable success. Think of it as a strategic puzzle where each piece must fit perfectly to create a seamless customer journey! ????

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Maurizio Mallia

Customer Experience Leader driving NPS, Retention & Loyalty | Transforming Contact Centres & Reducing Complaints | Fintech & BPO Specialist | Empowering High-Performing Teams
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Define Your Call Routing Objectives: Efficiency: Reduce wait times by using skills-based routing. For instance, direct technical queries to technical support and sales inquiries to sales representatives. PersonaliSation: Use data from CRM systems to personalise interactions. Route callers based on their previous interactions or purchase history for a tailored experience. Optimization: Analyze call data to optimize routing. Identify peak call times and adjust staffing or routing protocols to handle call volume effectively. Feedback Integration: Route calls to collect feedback. Direct customers to a post-call survey or specific department that handles feedback to improve services.

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3 Choose your call routing methods

The third step is to choose the call routing methods that best suit your objectives and customer journey. Basic call routing distributes calls evenly or randomly among available agents or groups, while skill-based call routing assigns calls to agents or groups based on their skills, knowledge, or experience. Priority call routing prioritizes calls based on certain criteria, such as caller value, urgency, or loyalty. Dynamic call routing routes calls based on real-time data and conditions, such as agent performance, queue status, or caller behavior.

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4 Implement and monitor your call routing strategy

The final step is to implement and monitor your call routing strategy, using the appropriate tools and systems. You should test and validate your call routing rules and logic, ensuring that they are consistent, accurate, and flexible. You should also measure and track the impact of your call routing strategy on your key performance indicators, such as service level, customer satisfaction, agent satisfaction, or revenue. You should also collect and analyze customer and agent feedback, and make adjustments and improvements as needed.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you align your call routing strategy with your customer journey and expectations?

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1 Understand your customer journey

2 Define your call routing objectives

3 Choose your call routing methods

4 Implement and monitor your call routing strategy

5 Here’s what else to consider

Contact Center Operations

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