How to create an effective call routing system


If phone calls generate a good portion of your company’s sales, then there can’t be enough said about the importance of efficient call routing. You’ve likely been on the other end of a long wait on hold. Every second counts when a customer is on hold. One second too long, and you’ve lost another lead. 

Phone calls yield higher sales than web leads

Jesse Davis, a marketing consultant, underscored the importance of call routing, saying, “Lead handling and routing is one of the most vital features of any marketing automation solution. . . . Call routing should be also be a key component of your marketing automation workflow.” For one, because calls are much more likely to result in sales than web leads, for another, because phone encounters have a higher likelihood of influencing that customer’s future sales behavior. A bad experience with your company on the web is easier to brush off than time wasted stuck on the phone.

IVR routing

Effective call routing means when a customer calls, they are directed to the appropriate agent quickly. If a competent sales rep doesn’t respond right away, you’ll lose your lead. Work on cutting down on automated menus. The less lists of numbers a customer has to listen to, the better. One way of handling this is by providing multiple phone numbers so that a customer can be connected immediately to the sales or service department. This is called IVR routing.

Affiliate marketing

Another option companies have is affiliate marketing. Pay per call market is a company that connects businesses with affiliates (bloggers with similar interests or other businesses with complementary products) who then help market that business.

For instance, a mommy blogger might advertise a car insurance company if they offer a deal for people who call in from the phone number provided by the blogger (mommy bloggers love coupons, sales, and deals). An interested customer could then call in and be vetted by the appropriate salesman. If, and only if, they are a qualified lead, the mommy blogger gets paid. This service provides incentive to bloggers so that they look for truly qualified people, rather than those who are casually interested. And businesses only pay for those real leads.