What Is Call Routing Software & Why Does It Matter?

For businesses relying on calls, it’s vital to connect the phone calls to the appropriate sales or support representatives promptly. Poor call routing results in lost revenue as potential customers end up calling your competitors.

The power to maximise inbound phone calls lies with you—ensure your call tracking system supports your goals instead of hindering them.

Using advanced call tracking tools such as Phonexa’s Call Logic, you can efficiently route callers to the right destination, whether that’s a sales agent or an external partner.

Without any further ado, let’s jump right into call routing and how we at Phonexa ensure you can make the most out of your inbound phone calls with our automated call routing software.

“With phone calls, you’re typically trying to generate a customer that is further down the sales cycle than potentially just a web lead that’s put their data on a website, and you may or may not contact them.” – David Pickard, CEO at Phonexa

What Is Call Routing and Why Should Your Business Use It?

Call routing software identifies the most appropriate live agents to handle calls by applying specific criteria, like the source and location where a call originated. Advanced call intelligence platforms, like Call Logic, enable you to factor in multiple factors to determine the optimal route for each call, increasing the conversion potential of a sales rep or agent handling the call on the other end.

 

Automatic call routing is widely adopted by call centres, contact centres, and companies trading phone calls. You don’t need expensive on-premise systems; affordable cloud-based routing solutions are available for just a few hundred dollars monthly.

Below are key call routing strategies you can implement:

Location-Based Call Routing	Directing calls to agents familiar with region-specific products or services, e.g., solar panel installation in a particular state
Value-Based Call Routing	Giving priority to higher-value calls to maximise revenue
Performance-Based Call Routing	Assigning high-intent callers to top-performing agents to boost profits

Effective call routing systems analyse many variables, prioritising the most critical ones. Profound lead scoring gives businesses the insight they need to gauge each caller’s potential and tailor their response to deliver value on both sides.

How Call Routing Functions: Pre- and Post-Call Technologies

Phonexa’s success stems from a holistic marketing approach, ensuring affiliates, advertisers, networks, and marketers benefit while paying solely for the services they use.

Regarding calls, we offer software for call lead pre-processing (prior to selling leads) and post-processing (after routing and sale). This clarity helps users select and apply the best routing solutions at each stage.

Small businesses might skip post-call tracking since smaller affiliates often aren’t concerned with lead outcomes after the sale. Conversely, advertisers and networks require extensive tracking to evaluate campaign performance.

“Marketing is being judged by opportunities. We report on high-intent leads and low-intent leads, but we’ve broken them out into categories so we have high-intent hand-raisers and those who are more sales-ready based on the forms that they fill, and then the leads that are coming in from offers or content or different pathways that demonstrate low intent. And we figured out how to automate the process – for example, giving them more content they like – so the sales team can focus on the high-intent hand raisers. Then we are tracking the volume on what turns into an opportunity, what channels are working for us, what influenced those steps, and being diligent in reviewing that with sales on a monthly basis.” – Talar Malakian

Pre-Processing Technology: Phonexa’s Fraud Protection in Call Routing

Since phone call scams are the second most common contact method between fraudsters and consumers, fraud prevention is a crucial asset for any call-reliant business.

Phonexa users have access to this protection.

iClear, Phonexa’s built-in add-on feature designed to effectively counter fraud, preserve data integrity, assess risk, and protect your bottom line, can help you block or flag low-quality, risky, and fraudulent calls and web leads.

 Here’s the iClear process:

Global Rules	These general settings integrate third-party lead verification at the product level. Configurable options include:Email, phone, and address verification Percentage of leads verified hourly, daily, or monthlyCustom execution order: Synchronous Run (affects lead/call flow), Asynchronous Run (no impact), On-Demand Run
Advanced Rules	Allow setup of specific targeting conditions (by Publisher, Channel, Source) for pre- and post-processing of leads.

To sum up, adopting multi-layered call verification offers the advantage of allowing you to concentrate on high-intent leads while also keeping your business safe from unwanted and harmful callers.

The Tech Stack Behind iClear

iClear: Basic Phone Number Validation iClear: Basic Phone Number Validation analyses the phone number’s core parameters, such as type, region, and format. £0.0005 per ping

Feature	Use Case	Price
iClear: Phone Number Analysis	iClear: Phone Number Analysis evaluates the phone number’s fraud score to decide if the caller passes through, is flagged, or is blocked. You can define custom fraud score thresholds.	£0.001 per ping
iClear: Address Validation	iClear: Address Validation identifies the caller’s city, street name, house number, and more.	£0.02per ping

This is just the beginning. To maximise value from every incoming call and enable intelligent call routing, you can configure data flows between Call Logic and other Phonexa products such as LMS Sync or E-Delivery. 

Here’s how to integrate Call Logic with other Phonexa tools:

Feature	Use Case	Price
Tracking: Add to DNPL	Adding a phone number to the Do Not Process List (DNPL)	£0.0005 per ping
Tracking: Send To E-delivery Contact List	Sending call details to a designated email list	£0.0005 per ping
Tracking: Send to Opt-Intel	Sending call details to Opt-Intel for managing opt-ins and opt-outs	£0.0005 per ping
Tracking: Export To PBX	Exporting data to Cloud PBX to process calls within the PBX environment	£0.0005 per ping
Tracking: E-delivery unsubscribe list	Adding the caller’s email to an unsubscribe list for e-delivery campaigns	£0.0005 per ping
Tracking: Opt-Intel Unsubscribe list	Adding the caller’s contacts to the Opt-Intel unsubscribe list	£0.0005 per ping

Check our detailed guide on countering affiliate fraud. 

Find it complex? Book a demo to learn more about Phonexa and how it contributes to the intelligent call routing and safe lead generation environment. 

Post-Processing Tech: How Phonexa Collects Call Insights for Clients

Call Logic allows you to monitor and analyse phone calls, providing insights that other call tracking tools may not offer.

 

Below are the main features of Call Logic that are related to tracking after call routing:

Feature	Use Case	Price
Third-Party Database Lookup	Verifies data against trusted third-party sources to validate phone numbers, addresses, and other caller info	£0.0005 per lookup
DNPL Lookup API	Checks phone numbers against the Do Not Process List (DNPL) to ensure TCPA and GDPR compliance	£0.0005 per lookup
Tracking: Call Criteria	Custom phone number routing (e.g., routing high-value calls to top-performing agents)	£0.0005 per unit
Tracking: Facebook Conversion	Links phone calls to Facebook ad campaign performance	£0.0005 per unit
Tracking: Add to Five9 List	Adds qualified leads to a Five9 campaign for follow-up	£0.0005 per unit
Tracking: Google Ads Conversions from clicks	Tracks which Google Ads clicks result in profits	£0.0005 per unit
Tracking: Google Analytics	Monitors how calls contribute to overall marketing goals	£0.0005 per unit
Tracking: Google Sheets	Enables data sharing and collaboration	£0.0005 per unit
Tracking: Claim Lead	Real-time lead distribution among live operators	£0.0005 per unit
Tracking: Ping URL	Sends calls to a specific external system URL	£0.0005 per unit
Tracking: Send Slack Message	Notifies the team when a particular call is generated	£0.0005 per unit
Tracking: SMTP with Custom Connection	Sends email follow-ups to callers	£0.0005 per unit
Tracking: SMTP ESP	Automates email follow-ups to callers	£0.0005 per unit
Tracking: Trusted Form Claim	Claims ownership of a Trusted Form Certificate, ensuring lead compliance	£0.0005 per unit
Tracking: Trusted Form Retain	Provides compliance evidence for auditing and dispute resolution	£0.0005 per unit
Tracking: Twilio	Integrates with Twilio to improve call processing	£0.0005 per ping
Device Fingerprint with Client Credentials	Generates a unique ID per user based on data such as IP address and browser activity	£0.0005 per ping
TikTok Ads	Provides insights into TikTok Ads performance	£0.0005 per ping

Phonexa’s external tracking enables advertisers to build more effective lead acquisition strategies, while affiliates can track the progress of their leads after the sale is completed.

Smart Call Routing Powered by Phonexa

Every call routing rule aims to optimise your lead flows and maximise profits from all types of leads, whether high-intent, medium-intent, or low-intent leads. 

Here’s an example of call routing principles you can use for your business with Phonexa:

• Send highest-intent leads straight to verified buyers
• Direct medium-intent leads to other buyers
• Distribute low-intent leads to the ping tree for buyer bidding

You can create any call routing rules suited to your goals and use third-party integrations like Acqualify, Anura, Impressionwise, Jornaya, TrustedForm, Xverify, and more. 

For instance, routing leads through a campaign allows you to use Google Pixel for behaviour tracking, and Google Analytics to monitor lead interactions with the campaign. 

Build your plan now, or take a product tour to discover the power of Phonexa’s eight lead and call management tools. 

Real-Life Call Routing Example

Phonexa aims to maximise ROI on inbound calls by creating the best, smoothest journey for callers and gathering detailed insights to refine campaigns. 

Here’s a step-by-step breakdown of call routing and processing for an insurance call:

Step 1. Phonexa Accepts the Incoming CallA user clicks a pay-per-call ad and calls to learn about auto insurance options. Phonexa receives the call via a unique tracking number linked to the pay-per-call campaign. What happens next: Call Logic generates a unique ID to track the call Call criteria identify the call as related to auto insurance instead of health, life, home insurance, mortgage, or other types Google Ads Conversion Tracking links the call to the pay-per-call campaign so the business (e.g., affiliate) can identify the ad source

Step 2. The Call Undergoes Fraud Check and ValidationBefore routing, the call is validated for authenticity to ensure safety and cost-efficiency for all involved parties (usually the affiliate and advertiser). Details: DNPL Lookup API verifies the phone number against the Do Not Process List (DNPL) to comply with TCPA and GDPR. Calls on the DNPL are flagged and generally blocked from routing, selling, or contacting. iClear: Device Fingerprint collects caller info such as IP address, browser behaviour, and other details to detect irregularities Third-Party Database Lookup cross-references caller data with trusted external databases for accuracy

Step 3. IVR Obtains Consent and Handles the Call The IVR welcomes the caller and requests permission to process data and permit certain marketing communications. If consent is given, the system records it and stores it in an audio file for compliance. If the caller does not provide consent, the system terminates the call or guarantees that any subsequent communication involves only actions and services not dependent on consent (e.g., forwarding the call to customer support if consent is not needed) Additionally, the following takes place: Call Logic IVR poses qualifying questions to gather key data such as the kind of auto insurance sought, details of the caller’s existing policy, and other relevant information for precise qualification Google Sheets records caller responses instantly for reporting purposes

Step 4. Phone Call Evaluation Prior to Matching Phonexa assesses the call’s quality before routing it to the most appropriate buyer via an Automatic Call Distributor (ACD) or a ping tree campaign stack. The following occurs: Call Criteria evaluates caller demographics, call timing, and IVR data to determine call quality and intent, enabling objective classification as high, medium, or low quality Custom scoring rules can be applied, where calls are rated and routed based on factors like demographics, engagement, and past results.

Step 5. Selling the Phone Call to a Matching Buyer After a thorough evaluation, the lead is forwarded to the best buyer or the lead marketplace. Typically, top-quality leads go to premium buyers, while lower-quality leads are released to the market or placed on suppression lists. The process includes: Call Logic delivers necessary lead details and consent documentation to the buyer’s CRM, email, or Google Sheets Google Ads Conversion Tracking, Slack Notifications, and Google Analytics notify the buyer of conversions

This call routing approach benefits all parties involved:

• The affiliate sells the call at the best available market price to a suitable advertiser
• The advertiser obtains a highly motivated call at a reasonable cost
• The affiliate network (when involved) earns a commission
• The caller is connected with the desired product or service

How Call Routing Analytics Converts into Revenue with Phonexa

Marketers can perform tests and experiment with various scenarios safely using Phonexa’s predictive modeling tool. 

Predictive modelling software forecasts campaign results by analysing real-time and historical data such as demographics, timing, and locations, enabling you to choose winning strategies and avoid wasting resources on unsuccessful ones.

 

Leverage Call Routing and Monetise Calls with Phonexa

Phonexa’s Call Logic, Cloud PBX, and IVR each perform well individually, but combined, they deliver even greater results. 

Phonexa integrates eight performance marketing tools for web leads and phone calls into one comprehensive software suite, consolidating all data on a single dashboard. Everything is streamlined and aligned, and you only pay for what you use.

“Put everything in one place – that’s what we tried to do. Phonexa is about tracking everything – the call outcomes, the source of the calls, the route that the call went through, which publisher it came from, which IVR model it went through, which buyer bought the lead, and what happened next – and then reporting on everything to the point where you can then analyse it in real-time.” – David Pickard, CEO at Phonexa

Here’s how Phonexa can help affiliate and performance marketers:

 

Get Phonexa’s all-in-one performance marketing software suite at a single price:

Build your plan, or book a demo to discover more about Phonexa. 

Frequently Asked Questions

Why is call routing crucial for business?

Smart call routing enables connecting callers to the most suitable live operator, improving the call experience, especially important for large businesses with many operators and diverse customers.

Which call routing service is best for business?

Call Logic could be the top call routing system for businesses, offering nearly unlimited routing scenarios and integrated features like call tracking, distribution, phone systems, IVR, recording, and analytics.

How can calls be routed to multiple locations?

Calls can be routed to various locations using a multi-location IVR phone system, letting callers choose the department or location via the IVR menu. Alternatively, a call routing system can use preset rules, like location, business hours, or caller demographics, to direct calls.

What are the different types of call routing?

Common call routing types include time-based, location-based, skill-based, round-robin, and least-call routing.