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How do you integrate call routing with other channels and systems?

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Call routing is the process of directing incoming calls to the most appropriate agent or department based on predefined criteria, such as caller ID, IVR selection, skill level, availability, or priority. It is a key component of contact center operations, as it can improve customer satisfaction, agent productivity, and operational efficiency. However, call routing is not enough to meet the evolving expectations and preferences of customers, who may use multiple channels and devices to communicate with your business. Therefore, you need to integrate call routing with other channels and systems to deliver a seamless and consistent customer experience across all touchpoints. In this article, we will explore how to do that and what benefits you can gain from it.

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1 Identify your channels

The first step to integrate call routing with other channels and systems is to identify what channels you offer or plan to offer to your customers. These may include voice, email, chat, SMS, social media, video, web, mobile app, or self-service options. You also need to consider the volume, frequency, and complexity of each channel, as well as the customer demographics and preferences. For example, some customers may prefer to use chat or SMS for simple inquiries, while others may need voice or video for more complex or emotional issues. By identifying your channels, you can map out the customer journey and the potential interactions across different touchpoints.

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Doug Casterton

All things Workforce Management (WFM) | weWFM Podcast Host |
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In my experience, identifying your channels is crucial for effective call routing integration. I've found that mapping out all customer touchpoints - from voice and email to chat and social media - helps create a seamless omnichannel experience. It's not just about listing channels, but understanding how customers use them at different stages of their journey, including how & why they might shift from one channel to another.

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2 Choose a routing strategy

The next step is to choose a routing strategy that aligns with your business goals, customer needs, and agent capabilities. There are different types of routing strategies, such as skill-based routing, priority-based routing, location-based routing, or predictive routing. Each one has its own advantages and disadvantages, depending on the context and the criteria you use to assign calls. For example, skill-based routing can match callers with the most qualified agents, but it may increase the wait time or the workload for certain agents. Priority-based routing can prioritize high-value or urgent callers, but it may lower the service level for other callers. Location-based routing can connect callers with local or regional agents, but it may limit the availability or diversity of agents. Predictive routing can use artificial intelligence and data analytics to optimize the routing decision, but it may require more investment and integration.

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Doug Casterton

All things Workforce Management (WFM) | weWFM Podcast Host |
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One thing I've found helpful when choosing a routing strategy is to align it with both business goals and agent capabilities. For instance, at a previous role, we implemented skill-based routing to match callers with the most qualified agents. This improved first-call resolution rates, but we had to carefully balance it with workload distribution to avoid overwhelming our top performers

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3 Integrate with other systems

The third step is to integrate your call routing system with other systems that support your contact center operations and customer experience. These may include your CRM system, your knowledge base, your workforce management system, your analytics system, or your quality assurance system. By integrating with these systems, you can leverage the data and insights they provide to enhance your call routing process and outcomes. For example, you can use your CRM system to access the caller's profile, history, preferences, and feedback, and route them accordingly. You can use your knowledge base to provide relevant information and guidance to both callers and agents. You can use your workforce management system to monitor and adjust your agent availability and schedule. You can use your analytics system to measure and improve your call routing performance and customer satisfaction. You can use your quality assurance system to evaluate and coach your agents based on their call handling skills.

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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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Integrating your call routing system with other key systems is a game-changer for enhancing customer experience and operational efficiency! ?? By connecting with your CRM, you gain invaluable insights into customer profiles and preferences, enabling personalized service. ?? Leveraging your knowledge base ensures agents and callers have access to relevant information instantly. ?? Workforce management integration helps in real-time agent availability adjustments, while analytics and quality assurance systems provide data-driven insights for continuous improvement. ?? This holistic approach transforms your contact center into a powerhouse of efficiency and customer satisfaction! ??

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Doug Casterton

All things Workforce Management (WFM) | weWFM Podcast Host |
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One time, we integrated our call routing system with our CRM and workforce management tools. This allowed us to access customer history and preferences in real-time, enabling more personalized routing decisions. It also helped us adjust staffing levels on the fly based on incoming call volumes and types, significantly improving our service levels and agent utilization

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4 Enable omnichannel routing

The fourth step is to enable omnichannel routing, which means that you can route calls not only within the voice channel, but also across different channels and devices. This allows you to offer more flexibility and convenience to your customers, who may switch or combine channels during their interactions with your business. For example, you can offer call-back options for customers who do not want to wait on hold, or transfer them to a different channel if they prefer a different mode of communication. You can also use context-aware routing, which means that you can preserve the context and continuity of the conversation when the customer moves from one channel to another. This way, you can avoid repeating information or asking the same questions, and provide a more personalized and efficient service.

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Doug Casterton

All things Workforce Management (WFM) | weWFM Podcast Host |
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In my experience, enabling omnichannel routing is a game-changer for customer experience. We've implemented context-aware routing that preserves conversation continuity across channels. For example, if a customer starts on chat and needs to switch to a voice call, the agent has full visibility of the previous interaction, eliminating the need for repetition and enhancing customer satisfaction.

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5 Test and optimize

The final step is to test and optimize your call routing integration with other channels and systems. You need to ensure that your integration is working properly and delivering the expected results. You also need to monitor and evaluate your call routing performance and customer feedback, and identify any issues or opportunities for improvement. You can use various tools and methods to test and optimize your integration, such as A/B testing, simulation, feedback surveys, quality monitoring, or analytics dashboards. You can also involve your agents and customers in the testing and optimization process, and solicit their input and suggestions. By testing and optimizing your integration, you can ensure that your call routing is aligned with your business objectives and customer expectations.

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Doug Casterton

All things Workforce Management (WFM) | weWFM Podcast Host |
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One thing I've found helpful in testing and optimizing call routing integration is using A/B testing and analytics dashboards. We once ran a test comparing our existing routing logic with a new AI-powered predictive routing model. The data showed a 15% improvement in customer satisfaction scores with the new model, giving us the confidence to roll it out more widely.

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6 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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Doug Casterton

All things Workforce Management (WFM) | weWFM Podcast Host |
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In my experience, successful call routing integration often comes down to the details. For instance, we once discovered that a small tweak in our IVR menu options led to a significant reduction in misrouted calls. It's crucial to continuously gather feedback from both customers and agents, and be willing to make iterative improvements. Remember, the goal isn't just efficient routing, but creating a smooth, personalized customer journey.

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How do you integrate call routing with other channels and systems?

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1 Identify your channels

2 Choose a routing strategy

3 Integrate with other systems

4 Enable omnichannel routing

5 Test and optimize

6 Here’s what else to consider

Contact Center Operations

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