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Feature · Data-driven routing

Your CRM already knows who’s calling.

Route each call using the data you already keep: tier, language, product and VIP status, read straight from your CRM.

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TierLanguageProductVIP
From record to route
Incoming call+1 555 0142Matched
CRM recordSynced
NameLena Okafor
TierEnterprise
LanguageEnglish
ProductSales
VIPYes
Routing rules matched
EnterpriseEnglishSalesVIP
DRouted to DevPriority sales · EN

Illustrative record

The answers are already in your CRM. Let the call follow them.

Data-driven routing reads the caller’s record and sends the call where the data says it should go, with no extra menu for the caller to sit through.

HubSpotZohoPipedriveSalesforce

Native two-way sync

Rules from data

If the field says so, the call goes there.

Routing by language, tier and product uses the values on the caller’s record, so one field can decide the destination.

IfTieris EnterpriseThenPriority queue
IfLanguageis SpanishThenSpanish-speaking team
IfProductis BillingThenBilling queue
IfVIPis yesThenSenior agent

Illustrative rules

Before pick-up

The record opens while it rings.

Inbound calls can open the caller’s full record before the agent picks up, so the first word they say is already informed.

  • Full record ready before the answer
  • No “can I take your account number?”
  • Agents start with the context
  1. Ringing
  2. Record opens
  3. 3Picked up
Dana Reyes · Enterprise
Open case: invoice query
Last contact: Wed, webchat
Preferred language: Spanish

Illustrative record

VIP and tiers

Your best customers find the fast lane.

High-value callers are recognised from your CRM and moved to priority queues. Everyone else carries on in the standard queue.

Next caller:MarcoVIP in CRM
Priority queue
MarcoLenaDana
Standard queue
PriyaOmarTom

Illustrative callers

CRM fieldRouting field
account_levelTier
preferred_languageLanguage
product_lineProduct
is_vipVIP

Illustrative fields

Your fields

Map a field once.

Two-way sync covers standard and custom CRM objects, with field-level mapping you set once. Any mapped field can drive a routing rule.

  • Standard and custom objects
  • Field-level mapping, set once
  • Changes sync both ways
Your stack

Any CRM, three ways in.

Use a native sync, a certified connector, or the API. Whatever holds your customer data can drive your routing.

Native syncTwo-way, built in.HubSpotZohoPipedriveSalesforce
Certified connectorsTicketing and help desks.ZendeskFreshdesk
REST API and webhooksYour own CRM, wired up.REST APIWebhooks
A closed loop

Every call makes the next one smarter.

Calls, SMS and voicemail are logged to the right record with the recording and an AI summary attached. Workflows can fire on call events, so the data stays fresh for the next call.

  • Recording and AI summary on the record
  • Workflows on disposition, duration, intent
  • Next call routed on updated data
Call arrives
The record is matched.
Routed on the data
Tier, language, product, VIP.
Workflows fire
On disposition, duration, intent.
Logged to the CRM
With recording and AI summary.

Illustrative loop

Contacts4 records
  • DDana ReyesNorthwind
  • TTom BeckerBrightpath
  • LLena OkaforHarbor & Co
  • OOmar HaddadLumen Labs
Calling Lena Okafor…

Illustrative contacts

Call from the record

One click, no copy and paste.

Click-to-call works from any record, so agents dial straight from the CRM. The call is logged back to the same record, and the data stays in one place.

  • Dial from any record
  • Call logged to the same record
  • Same data for inbound and outbound
Part of the contact centre

Routing that uses what you know.

Predictive routingMatch every caller to the best available agent.CRM integrationsSync calls, SMS and voicemail with your CRM.Inbound & IVRACD, AI routing and a visual IVR builder.
FAQ

Data-driven routing, answered.

Let your data route the call.

Talk to us about data-driven routing for your contact centre.

Contact Us See inbound routing
Contact Us