Omnichannel Routing

Create purposeful connections across various voice, video, and 20+ digital channels and make sure concerns are handled promptly and professionally every single time with the help of AI-powered routing.
A man on a mobile screen in the RingCentral omnichannel platform
In today’s digital world, businesses must work hard to keep up with trends in customer needs and behaviors. Customer support isn’t limited to phone calls anymore, and 24/7 agent availability is expected across all channels and devices.
With RingCentral’s rich omnichannel routing, you can meet customer expectations in whichever platform they prefer—email, SMS, live chat, social media (like Facebook and Twitter), messaging applications (like WhatsApp), and more. You can provide AI-assisted options to make sure customer concerns and questions are handled quickly, intelligently, effectively, and in real time.
Improved agent productivity and enhanced workflows

Omnichannel routing increases agent capacity to interact with customers across voice and digital channels throughout the customer journey, keeping agents busy with questions that they are trained to answer.

Decreased average wait times and abandon rates

Combining AI-infused predictive behavioral routing with effective queue management is an excellent strategy to make sure customers don’t wait too long to be assigned to qualified agents in a service channel.

Reduced average handle times

The AHT metric reflects the quality of contact center interactions. Omnichannel routing ensures that items are always assigned to agents who possess the skill set needed to handle the inquiry so issues are resolved faster.

Higher customer satisfaction

Intelligent multi-channel routing means there’s no bouncing: customer query goes straight to an available agent. This increases the chance that customer concerns are resolved the first time they contact you.

RingCentral Omnichannel Tools

The RingCentral Call Center Rules dashboard

Automatic Call Distribution

Integrate ACD capabilities to improve workforce engagement and optimization efforts, such as handling inbound call overflows through voicemail options, setting up automatic callbacks, and more.
Select an AI-assisted routing configuration that works best for your business: rotary, simultaneous, skills-based, fixed-order, talk-time, or time-based.
Help your inbound contact center manage large call volumes by sorting calls in the queue based on status, waiting time, query, VIP distinction, or other preset rules and criteria.

Interactive Voice Response (IVR)

Create, design, and customize an AI-infused IVR dashboard that best serves your customers and makes it easy to operate, regardless of your team’s computer and programming skills.
Provide customers with options on how to proceed with their concerns—request information, opt for a self-service resolution, or ask to be routed to a live agent who can offer more hands-on assistance.
Establish a more professional image by using a personalized company greeting for inbound calls that can be changed as often as needed.
A call flowchart designed in RingCentral's Interactive Voice Response (IVR) dashboard
The Auto-Dialer Disposition dashboard of RingCentral Call Center platform

Auto Dialer

Use progressive dialer to ensure agents are connected to calls only where there is a live contact on the line; answering machines, disconnected numbers, or busy signals are disregarded.
Empower your outbound contact center agents with access to AI-generated audience insights and analytics prior to connecting the agent to the customer for more personalized interactions.
Improve sales agent contact rates and efficiency with predictive dialer, allowing phone calls to be placed even before agents become available.

Smart omnichannel routing in action

Sample scenario and work item procedure when a new or pending call is in the queue
  • If no agents are available, the call or query remains in the queue.
  • If an agent is available to take on the item, omnichannel routing automatically assigns it to a qualified agent. If an agent is available but can’t take on a new item, it will remain in the queue.
Sample scenario and work item when agent's availability to work changes
  • If the agent is away, omnichannel routing looks for another agent.
  • If an agent is available but can’t work at the time, omnichannel routing looks for another agent.
  • If an agent is available and can handle the task, omnichannel routing assigns the task to the agent according to priority and qualifications.
The welcome message of the RingCentral Demo window

 Propel your business into the future. Give omnichannel routing a go.

Solutions that drive better customer experiences


Increase in customer satisfaction


Increase in employee satisfaction


Increase in first contact resolution


Increase in revenue growth rate


Decrease in cost to serve


Increase in revenue per agent

Omnichannel Routing FAQs

It is a routing model that involves intelligently directing customer queries across a diverse range of service channels. It goes beyond traditional call center capabilities and encompasses channels like email, text messages (SMS), social media, and live chat.
Managing numerous support requests from multiple channels can be demanding, and the best call centers address this challenge with an effective unified solution such as omnichannel routing.
Omnichannel routing uses intelligent routing software to facilitate customer engagement with inbound and outbound voice calls, messaging, live chat, and more.
When new requests come in, machine learning, a facet of artificial intelligence (AI), is used to recognize any message’s intent. Omnichannel routing then ensures customers are directed swiftly to a live agent, no matter their chosen service channel. Items assigned to the omnichannel queue can then be automatically routed through an automatic contact distributor that finds the best and most available agent.
Issues are routed based on how long they’ve been in the queue to ensure customers’ concerns aren’t left in a backlog. What’s more, AI can prioritize phone calls and other customer messages or contacts according to your own routing rules. It will then push them to the right agents as soon as possible.
Skills-based routing examines the skills required to complete work items and matches them to the skills of an available live agent. Companies can outline routing rules and skills like product knowledge, certifications, and language ability, which are then assigned by the contact center platform API to incoming work items that align with agent experience and skill sets.
The main purpose of skills-based routing is to match the customer to the agent best suited to solve their issue. In an omnichannel context, that means ensuring customers get the support they need, no matter which communication channel they interact through.
Today, customers demand to contact companies across multiple channels and devices. You need to find the right call center software to meet this need and expectation. To do that, take inventory of what channels your customers use or would like to contact you through. That may include Twitter, SMS, WhatsApp, and other digital and non-digital platforms. This will tell you which features of a call center solution are non-negotiable.
Armed with that information, you can then select the software that incorporates omnichannel routing, CRM integration, chatbots, and everything else that you must have. Selecting that solution can improve customer satisfaction rates and streamline each customer interaction across multiple digital channels.
For instance, RingCentral’s AI-first integrated service cloud contact center solution combines omnichannel routing functionality with self-service automation technology, predictive dialer software, workforce management, and supervisor tools. They all come together to empower customer support teams with the tools they need to provide exceptional agent-based customer service. 
Contact our team today for more information about our unified communications and collaboration platform and pricing.

Create meaningful connections across all voice and digital channels with RingCX.

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The overview of the RingCX dashboard

Explore more AI-first contact center resources

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Rule-based call routing template
Use this template to build your own rule-based call routing for your facility.
Video thumbnail: A mobile phone surrounded by different channels such as Video, Google. LinkedIn, Youtube. Facebook, Twitter, and WhatsApp
Modern customer engagement has changed
Serve customers on the channel of their choice.
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