BEST PRACTICES
In today’s fast-paced customer service landscape, call routing is more than just a technical function—it directly impacts customer satisfaction and agent productivity. Whether it's standard ACD for fairness, predictive routing for efficiency, or personalised approaches like preferred agent routing, selecting the right strategy ensures seamless interactions while optimising key performance metrics.
Genesys provides a powerful suite of routing options designed to enhance customer experiences, reduce wait times, and maximise agent effectiveness. Let’s explore these strategies and how they can transform your contact centre operations.
Automatic Call Distribution (ACD) remains a go-to method for contact centers looking to distribute interactions evenly among agents. Calls are assigned to the agent who has been idle the longest, ensuring fairness and preventing burnout.
Best Use Case:
✅ Ideal for teams where all agents have similar skill levels and can handle any interaction type.
Predictive routing uses machine learning to intelligently assign calls based on past agent performance and customer behaviour.
🔹 How It Works: The system analyses average talk time, transfer rates, and queue lengths to match customers with the best-suited agents.
🔹 Example: In a high-volume e-commerce contact centre, predictive routing can direct complex product return inquiries to an agent specialising in returns, reducing call transfers and queue times.
Best Use Case:
✅ Businesses with high call volumes and a need for optimised resource allocation
For businesses that prioritise relationship-building, preferred agent routing ensures customers are connected with the same agents they’ve spoken to before.
🔹 How It Works: Calls are directed to a predefined list of agents based on previous interactions, customer preferences, or expertise.
🔹 Example: A high-value banking client may be routed to a dedicated relationship manager for personalised support.
Best Use Case:
✅ Industries that prioritise repeat customer relationships, such as financial services, healthcare, and VIP support teams
Bullseye routing ensures that specialised agents handle inquiries first before expanding the search.
🔹 How It Works: Calls are first routed to the most skilled agents. If unavailable, the system gradually expands to more generalist agents.
🔹 Example: A technical support centre may route complex software troubleshooting calls first to Level 2 specialists, then to general support if no specialists are available.
Best Use Case:
✅ Contact centres that handle varied levels of complexity, such as tech support or insurance claims processing.
Conditional routing automatically redirects calls when certain conditions are met, helping contact centres handle peak periods effectively.
🔹 How It Works: If a queue exceeds a set wait time (e.g., 20 seconds), the system activates additional agent pools to prevent backlogs.
🔹 Example: A travel agency experiences surges in call volume during holiday booking seasons. If the primary support queue exceeds a 30-second wait time, overflow calls are routed to backup agents trained in basic inquiries.
Best Use Case:
✅ Businesses experiencing seasonal demand fluctuations or unpredictable call spikes.
Conclusion: Choosing the Right Routing Strategy for Success
Routing strategies like predictive, preferred agent, bullseye, and conditional group routing provide contact centres with the flexibility needed to enhance customer satisfaction, reduce wait times, and improve agent performance.
By leveraging Genesys’s powerful routing options, organisations can adapt to evolving customer needs while ensuring seamless, efficient, and highly personalised interactions. Whether you prioritise fair workload distribution, AI-driven predictions, or VIP-level customer care, choosing the right routing method can significantly boost your contact centre’s efficiency and service quality.
Business Analyst
