What is call routing? Strategies and benefits explained

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Call routing does more than decide who picks up the phone; it’s the backbone of high-performing call centers. The right routing strategy connects customers to the best available agent quickly, reduces unnecessary transfers, and shortens wait times. When done well, it improves first-call resolution and frees agents to focus on what they do best: helping customers. 

Below, we’ll break down the most effective call routing strategies, explain how each one works, and help you decide which approach fits your team’s size, structure, and goals. You’ll see how modern, data-driven call center routing software makes it simple to put the right strategy into action, without adding complexity.

TL;DR

Call routing is the backbone of a high-performing call center. It ensures every customer reaches the right agent quickly, reducing wait times, cutting down on transfers, and improving first-call resolution.

• Why it matters: Poor routing frustrates customers, drains agent productivity, and increases churn.

• How it works: Calls flow through qualifying, queuing, and distribution before reaching an agent—modern systems automate this in real time.

• Key strategies: Cascading, IVR menus, location-based, data-driven, skills-based, time-based, priority, AI-assisted, and round robin. Each has specific pros, cons, and best-fit use cases.

• Business impact: The right strategy increases productivity, shortens wait times, boosts resolution rates, improves agent confidence, and strengthens customer loyalty while reducing abandoned calls.

Why call centers struggle to keep customers happy

Even the most well-run call centers face a fundamental challenge: fluctuating call volumes against a fixed set of resources. Teams have a set number of agents, each with specific skills, and only so many hours in a day. When calls come in at a steady pace, this balance works. But when demand spikes, whether from seasonal trends, product launches, or unexpected issues, the system strains.

As queues grow and pressure mounts, efficiency slips. Calls may be routed to the wrong agents due to limited rules-based systems, uneven distribution across teams, or a lack of visibility into agent availability and skills. When that happens, agents receive calls they aren’t trained to handle or don’t have the right context for, leading to more transfers and longer resolution times.

From the customer’s perspective, the result is a series of frustrating experiences:

• Numerous attempts to resolve an issue

• Getting bounced between agents (be it from a dropped call or inter-agent transfer) and forced to repeat details multiple times

• Running into language barriers

• Problems that seem to have no solution

• Long resolution times for complex issues 

• Speaking with agents who lack the right experience or context  

• Waiting on hold for too long

These moments erode trust quickly. A customer who starts the conversation frustrated may end it looking for a competitor.

The challenge isn’t just the volume of calls; it’s how those calls are distributed. Without a smart, adaptable routing process, teams spend valuable time shuffling calls instead of solving them. That leads to slower resolutions, and a widening gap between customer expectations and the service they receive. 

Intelligent routing changes the equation. The right strategy sends every call to the right person at the right time with the right context.

Call center routing: The path to happy customers

Call routing directs incoming calls to the right agent or team using predefined rules such as skills, availability, location, or priority. It forms the backbone of a high-performing call center by keeping operations efficient and customers satisfied. 

Here’s why the right call center routing strategy matters: 

• It improves team productivity by cutting down on unnecessary transfers

• It speeds up resolutions by connecting customers to the right agent from the start

• It strengthens loyalty by ensuring consistently positive service experiences

• It builds agent confidence by routing calls that match their skills and expertise

• It protects revenue by reducing call abandonment rates

We’ll break down each of these benefits in more detail later in the article.

How does call routing work?

Call routing does more than move calls from point A to point B; it’s a structured process. Modern systems, like Aircall, guide each call through three main stages before connecting a customer to the right agent. The entire process runs automatically in real time, based on predefined rules and live agent availability.

1. Call qualifying

When a call comes in, the phone system (often powered by VoIP) identifies the caller using details like caller ID, CRM records, and the number dialed. If an Interactive Voice Response (IVR) menu is in place, the caller’s selections refine where the call goes.

For example, a CRM lookup might show that a customer has an open support ticket, so the system prioritizes routing them to the correct queue.

2. Call queuing

Once qualified, the caller is placed in the appropriate queue, such as sales, billing, or technical support, until an agent becomes available. The Automatic Call Distribution (ACD) monitors each queue in real time, tracks wait times, and determines when an agent can take the next call. 

The call queuing stage may also include features like estimated wait time announcements or callback options. So instead of a caller sitting in silence or listening to generic hold music, systems give them useful options or information to keep customers informed while they wait.

3. Call distribution

Finally, the system applies routing rules, such as round robin, skills-based, time-based, or AI-assisted, to assign the call to the most suitable available agent. Outside of business hours, calls can be forwarded to voicemail, an on-call agent, an AI-agent, or an external answering service.

By automating these three steps, call routing ensures that customers are connected quickly and accurately. But the real impact depends on the strategy behind it.

Call center routing strategies

Every call center needs a smart routing strategy to keep up with caller demand. The right approach protects efficiency and keeps customers happy. 

Below are the key routing strategies. We explain how each works, its pros and cons, and the best use cases. You’ll also see how Aircall fits into your call center tech stack to make it even better.

Cascading calls

With cascading call routing, incoming calls are offered to agents or groups in a specific order, one after another, until someone answers. If the first agent doesn’t pick up within a set number of rings or a defined time frame, the call “cascades” to the next agent in line. The process continues until the call is answered or directed to voicemail.

Best for: Small operations where top-tier handling is a priority and volume is low.

Least occupied call center routing

Least occupied call center routing ensures incoming calls are automatically routed to the agent who has taken the fewest calls within a specific period.

Best for: Teams aiming to spread calls evenly rather than optimize for specialization. 

IVR call center routing

IVR call center routing allows callers to select options from an automated menu to direct their call to the appropriate department.

Best for: Call centers with well-defined departments and straightforward caller needs. Aircall’s IVR makes this easy by letting teams design multi-level, customizable call flows on a dynamic visual canvas. This ensures customers reach the right team quickly while creating a more personalized experience.

Location-based call center routing

Location-based call center routing ensures calls are routed based on the caller’s geographic location to local agents or departments.

Best for: Businesses that prioritize personalized, localized customer service. 

Data-directed call center routing

Data-directed routing identifies a caller by their phone number, CRM/help desk profile, or account number, and directs the call to the right agent based on the criteria in their profile.

Best for: Businesses with robust CRM systems and segmented customer profiles. Aircall’s integrations with CRMs, like HubSpot, Intercom, and Salesforce, make this easy by enabling value-based routing and context-aware assignment using customer data, interaction history, and support priorities.

Skills-based call center routing

Skills-based call center routing directs calls based on agents’ identified and scored skills matched to each caller's needs.

Best for: Large call centers with diverse agent skill sets and complex caller needs. Aircall supports skills-based routing by using Smartflows, which automatically routes calls to the agent whose skills best fit the caller's needs.

Time-based routing 

Time-based routing, also known as time-of-day routing, directs incoming calls to different destinations depending on the time of day or specific time periods. This setup enables businesses to align call handling with operational hours, ensuring calls are routed to the right agents, teams, or voicemail when staff are unavailable.

Best for: Call centers with shift-based staffing and global customer bases. Aircall streamlines date- and time-based call routing, allowing teams to maintain continuous service during business hours, after hours, and on holidays. Users can even customize call flows based on calendar date, peak hours, and downtime to reduce the percentage of missed calls.

Priority routing 

Priority routing directs calls based on factors like customer status, urgency, or service level agreements. It’s ideal for setting up a VIP hotline, where high-value customers or urgent cases skip the queue and reach the right agent faster.

Best for: Businesses with tiered customer segments or urgent service needs.

AI-assisted routing

AI-assisted routing uses artificial intelligence and machine learning to predict the best agent and routing path.

Best for: High-volume call centers with extensive call data and AI readiness.

Aircall supports this with its AI Voice Agent, which routes calls outside business hours or peak times and transfers them to live agents when needed. For example, The Grout Guy uses Aircall’s AI Voice Agent to manage fluctuating call volumes, reduce missed calls, and deliver consistent, personalized customer service even during peak periods.

Round robin routing

Round robin routing distributes calls evenly among agents in a rotating order. Each new call goes to the next available agent in the sequence, rather than repeatedly assigning calls to the same person. 

Best for: Teams prioritizing fairness and equal call distribution.

Benefits of call routing

You’ve seen how different call routing strategies work. The next step is understanding the impact they create. Effective call routing optimizes how teams manage calls and drives measurable business results. The right routing strategy increases agent productivity and improves customer satisfaction, transforming your call center’s performance.

Increased productivity

Call routing increases team productivity by connecting callers directly with the right agents to reduce transfers and wait times. 

Just ask Novated Lease Australia. The company scaled quickly with Aircall, using productivity features such as filters, tags, and Click-to-Dial. These tools helped their agents to manage growing customer inquiries efficiently and maintain seamless operations across multiple offices. 

Reduced waiting times

Minimizing customer wait times is crucial for maintaining satisfaction and reducing call abandonment. Take Annie Admin’s team, for example: They use Aircall’s real-time dashboards to identify peak call volumes and adjust routing rules accordingly. This proactive approach helps reduce waiting times during busy periods, which ensures customers reach the right agent quickly.

Increased resolution rates

Intelligent routing call center technology ensures the right expertise is available from the first ring, which improves first-call resolution and overall satisfaction.

Aircall takes this further by integrating call routing with CRM and helpdesk tools. Agents get instant access to order histories, past issues, and customer preferences, which helps them resolve issues even faster and more effectively.

Improved agent performance

Routing calls based on skill sets and availability lets agents work within their areas of strength. This builds confidence and improves effectiveness. Additionally, ongoing access to call data and performance metrics helps teams to refine processes and improve agent skills.

Improved customer experience

A smooth, personalized customer journey builds loyalty and trust. Novated Lease Australia credits Aircall’s integrated communication platform for enabling tailored service that reflects their mission. By consolidating tools and automating call logging, agents gain more context and time to focus on delivering a memorable experience.

Reduced call abandonment rate

Smart call routing and clear visibility into call patterns help reduce missed or abandoned calls. For example, Annie Admin reduced its team’s missed call rate by 17% after configuring strategic routing rules based on data from Aircall’s dashboards. This insight also guides staffing decisions to better meet demand during busy times.

Why Aircall is built for modern call routing

Aircall’s routing capabilities optimize every customer interaction. With multi-level IVRs, you can create simple or complex menus that direct callers to the right teams or agents. Time and date-based routing customizes call flows around business hours, holidays, and peak periods to ensure continuous service and minimize missed calls. 

Meanwhile, smart routing uses CRM data such as customer segment, region, account owner, and last touchpoint to personalize the experience and speed up resolutions. 

Aircall also offers AI Voice Agent, a virtual coworker that covers calls 24/7. It uses natural language processing to automatically answer inbound calls, respond to frequently asked questions, and capture key details before transferring with full context. The AI Voice Agent manages routine queries and qualifies leads, allowing your team to focus on high-value conversations while customers receive timely and accurate responses.

Together, these features deliver seamless, efficient support that scales with your business.

Need a cloud-based phone solution to support your call routing strategy? Why not try Aircall for free. 

Frequently asked questions: Call center routing 

What is the difference between call forwarding and call routing?

Call forwarding simply redirects a call from one number to another, usually without conditions. Call routing, on the other hand, uses predefined rules to direct calls to the right agent or team based on factors like availability, skills, or customer data, ensuring faster, smarter resolutions.

What is the best routing strategy for a call center?

The best routing strategy depends on your team’s size, structure, and customer needs. Smaller teams may benefit from round robin or IVR routing, while larger or high-volume centers often use skills-based or AI-assisted routing to match customers with the right expertise and improve resolution rates.

How does AI improve call routing?

AI improves call routing by analyzing live and historical data to predict the best agent for each call. It personalizes the experience, reduces transfers, and increases first-call resolution. AI-powered routing also adapts in real time to call patterns, helping teams handle fluctuating volumes more effectively.

Published on March 14, 2017.