Introduction

Despite its budget, a start-up or small business can still implement cost-effective technology to improve customer service and empower the agent team. 

Call routing is one such solution, allowing customers to connect with the most qualified people who can get to the root of their current issues. Our article will discuss different types of call routing for small business in more detail.

8 Types of Call Routing for Small Business

Time-based/Time-of-the-day Routing

It operates based on predefined time slots (Image source: Pxhere). 

As the name suggests, time-based call routing operates based on predefined time slots throughout the day. Calls are distributed to available staff during peak hours and routed to voicemail during off-peak or closed periods. Sometimes, they can also be handled by a specific department that works outside regular business hours. 

Let’s look at an example of how it works. A business can set up slots by defining specific periods for each routing rule (e.g., weekdays: 9am to 5pm; weekends: 10. a.m. to 4 p.m.) After that, each time slot will be linked to a designated destination for incoming calls, such as: 

• Live agents during business hours.
• Voicemail after hours or during breaks.
• Other departments handle inquiries outside regular hours.
• Interactive Voice Response (IVR) systems offer self-service options.

Geographical Routing

Location-based routing (or Geo-routing) directs calls to different destinations based on the caller’s current location, aiming for a more personalized and localized customer experience. 

First, the system will rely on the caller’s IP address or phone number to determine their approximate location (city, state, country, etc.). Then, based on predefined filters, these calls will be routed to the most suitable department, such as: 

• Local branch offices or support centers: Since customers are connected with agents located closest to them, it leads to faster resolution times and a better understanding of local needs.
• Agents speaking the local language: Businesses with international operations can route calls to agents fluent in the caller's language to overcome language barriers and improve communication.
• Specific departments or teams: Calls from particular regions can be directed to specialized teams responsible for regional issues or promotions.

Fixed Order/Sequential Routing

With sequential or round-robin routing, incoming calls are distributed to available agents in a predetermined order (hence the name). Here’s a brief breakdown of how it works:

• All available agents are placed in a virtual queue, often in the order they logged in or become available. 
• Every incoming call is automatically directed to the next agent in the queue. Once an agent finishes a call and becomes available again, they return to the end of the queue.

Although this approach ensures fairness and even call volume distribution among agents, you should remember that it does not always prioritize customer needs or agent expertise in addressing potential issues. 

Skill-based Routing

It identifies the agent with the most relevant skills for the call (Image source: Pxhere via Theprint). 

To implement this technology, you must first define each agent's skill set, such as technical knowledge, language fluency, product specialization, customer service experience, etc.

The call routing system then gathers information about the incoming call (usually through caller identification or the IVR system) to learn more about the nature of the inquiry or the product/ service involved. 

Based on this information and predefined filters, the system identifies the agent or department with the most relevant skills to handle that customer's needs. Finally, the call will be routed to this identified agent to aim for a successful first interaction. 

As you can see, this approach considers customer needs and agent expertise when directing calls. By matching each customer with the best agent, it sets the stage for faster resolution times and increased agent efficiency, which benefits the business’ growth in the long run. 

Percentage-based Routing

For this approach, incoming calls are assigned to various destinations based on predefined percentages rather than specific rules or skill matching. 

First, your business defines percentages for each destination (e.g., different departments, agent queues, voicemail, etc.). These percentages represent the probability of a call being routed to that specific destination.

From here, each incoming call will be routed to one of these destinations based on a selection process weighted by the assigned percentages. For example, if a department receives a 70% allocation, it has a higher chance of receiving the call than the other department with a 30% allocation.

Although the percentage-based approach offers a flexible and dynamic way to manage call flow, we must say it lacks the precision and control often observed in other routing strategies.

Least-occupation Routing

Also known as Least Occupied Agent (LOA) routing, this straightforward call routing strategy assigns customer calls to the agent currently handling the fewest calls. It prioritizes fairness and workload balance among agents, ensuring nobody is overloaded while others remain idle. 

On the other hand, LOA receives lots of criticism for neglecting customers' urgency or specific needs. Sometimes, a client requiring specialized assistance might have to wait hours while the least occupied agents become available instantly, regardless of skill set. 

Priority Routing

Important calls will receive a higher level of service (Image source: Flickr). 

Unlike LOA, priority routing focuses on the importance level of the calls: critical calls will be handled promptly and receive a higher level of service than regular calls. 

Before starting, your business should establish clear criteria for assigning call levels. These criteria could include: 

• Customer type: VIP customers, high-value clients, or those with ongoing and unresolved issues 
• Call nature: Urgent requests, emergencies, calls requiring specific expertise
• Caller information: Location, account details, previous interactions with agents

Intelligent Routing

One of the best routing technologies to date, intelligent routing utilizes the power of artificial intelligence (AI) and machine learning (ML) to route incoming calls dynamically to the most suitable destinations. 

As you can see, unlike other routing systems, this approach goes beyond pre-defined rules and static configurations. Instead of relying on just one set of rules, it gathers various data points at once for more accurate calculation, including: 

• Caller information: Phone number, location, caller ID, account details, past interaction history
• Call context: The time of day, day of the week, call duration, keywords used during the call
• Agent data: Agent availability, skillset, language proficiency, performance metrics

Based on this analysis, the system then distributes the call to the agent with the highest probability of resolving the issue efficiently.

Though considered the best option of all, implementing and maintaining intelligent routing systems can be quite expensive for most small businesses. That’s why our team puts it last on the list. 

Factors To Consider When Choosing A Call Routing System

Features and Functionality

Consider the routing strategies you want to implement (is it skill-based, time-based, etc.?) to ensure the system can support them. Integrating it with your existing CRM, IVR, or other business tools would be the best way to create a unified experience.

Also, do not forget to assess its reporting capabilities: the system must be able to track call volume, wait times, agent performances, etc., and identify areas for improvement.

Scalability 

Do not just focus on the present; make sure the system can easily scale to accommodate your business’ future growth in agent count or call volume. You should also find it easy to customize routing rules, agent skills, reporting parameters, and more to adapt to changing needs. 

User-Friendliness and Reliability

It should be easy to set up and manage (Image source: Pexels). 

Needless to say, the chosen system should be easy for administrators to set up, configure, and manage routing rules. This will also save lots of training time and maximize efficiency for your agent team! 

However, it’s not wise to sacrifice reliability for an intuitive interface. The provider must still offer a reliable system with high uptime guarantees and redundant systems for minimal downtime. All security features must also comply with relevant data privacy regulations to protect customer information. 

Cost and Budget

Last but not least, research and compare upfront costs, subscription fees, and per-minute charges of different routing options to justify your investment. Don't be afraid to negotiate pricing with the vendors, especially when considering long-term contracts or bulk purchases!

Extra Tips When Using Call Routing For Small Business

• Regularly solicit customer feedback through surveys or post-call interactions to understand their experience and identify areas for improvement.
• Train your agents on the call routing system. Encourage ongoing learning and development opportunities so they can stay up-to-date on evolving customer needs and industry trends.
• Let your customers know about the call routing process and how they can expect their calls to be handled. You should also offer alternative channels like online resources, FAQs, or chatbots for those who prefer self-service options for simple inquiries.
• Always look out for emerging technologies, such as AI-powered chatbots or voice assistants, that can complement and enhance your call-routing strategy. 
• Analyze how your competitors handle call routing and identify some practices you can incorporate into your own approach.

Conclusion

There are many options for call routing for small business. You should be selective and consider all relevant factors to choose one that works best for your products or services. 

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