What is a Call Routing Software?

For call-reliant businesses, it’s crucial to direct the right phone call to the right sales or customer support rep at the right time. Suboptimal call routing means you leave money on the table, with customers who could be yours dialing your competitors.

But it’s absolutely in your hands to get the most out of inbound phone calls – just make sure your call tracking system works for you, not against you.

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With advanced call tracking software like Phonexa’s Call Logic, you can effectively deliver your callers to the destination point, be it one of your sales agents or an external business.

Without any further ado, let’s jump right into call routing and how we at Phonexa ensure you can squeeze the most out of inbound and outbound 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 Does Your Business Need It?

Call routing software connects callers to specific live operators based on predefined criteria like the call’s source or the caller’s location. With an advanced phone routing system like Call Logic, you can factor in dozens of factors to optimize the path of every call, increasing the conversion potential of whoever handles the call on the other end.

Automatic call routing systems are extensively used by call centers, contact centers, and businesses that are buying or selling phone calls. By the way, you don’t need an on-site telephone routing system that costs an arm and a leg but can use cloud-based call routing services for only a few hundred dollars a month.

Here are some basic call routing strategies that you can employ:

Location-Based Call Routing	Routing calls to operators with state-specific knowledge about the product or service; for example, solar panel installation in a specific state
Value-Based Call Routing	Prioritizing more valuable calls over less valuable ones to maximize profits
Performance-Based Call Routing	Routing high-intent callers to the best agents to maximize profits

In practice, a well-thought-out phone call routing system usually calculates dozens of factors and weighs more important parameters against less important ones. Such profound lead scoring allows businesses to accurately evaluate the potential of every phone call and engage with the caller in a way that benefits both the caller and the businesses involved.

How Call Routing Works: Pre- and Post-Call Routing Tech

One of the secrets behind Phonexa’s success is that we approach marketing comprehensively so all our clients – affiliates, advertisers, affiliate networks, and performance marketers – always get the longer end of the stick while only paying for what they actively use.

In the context of phone calls, we provide software for both call lead pre-processing – before the call is sold to the advertiser – and post-processing – after the actual call routing happens and the lead is sold. This gives our software users clarity in what specific call routing solutions they need and how to use them best at what stage.

Call routing for small business may not involve post- call routing tracking because, for example, smaller affiliates are generally less interested in what happens to their leads after the sale. On the contrary, advertisers and affiliate networks may need extended tracking to assess their campaigns comprehensively without missing out on any data.

“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, CMO at Phonexa

Pre-Processing Tech: How Phonexa Ensures Fraud-Free Call Routing

With phone call scams ranked as the second most common point of contact between fraudulent actors and U.S. consumers, fraud protection is an invaluable asset for any call-reliant businesses.

And you can get it as a Phonexa user.

iClear is Phonexa’s proprietary fraud detection and prevention technology that ensures only the leads that match certain parameters go through, while low-quality, risky, and downright fraudulent web and call leads are flagged or blocked.

Here’s how it’s done with iClear:

Global Rules

Global Rules are the general-level settings you can use at the product level to integrate third-party lead verification services. Here’s what you can configure with global rules: Email verification, IP analysis, and litigation database check Percentage of leads you want to verify per hour, day, or month Custom execution order for services – Synchronous Run (can impact the lead and call routing flow), Asynchronous Run (do not impact the lead and call routing flow), and On-Demand Run

Advanced Rules

Advanced rules allow you to set up specific conditions for improved targeting (per Publisher, Publisher Channels, and Publisher Sources), pre-processing, and after-processing leads.

Overall, setting up a multi-dimensional call verification ensures you can zero in on high-intent leads and safeguard your business against irrelevant calls and harmful actors.

The Tech Stack Behind iClear

iClear: Basic Phone Number ValidationiClear: Basic Phone Number Validation screens the number’s basic parameters like its type, region, and format.$0.0005 per ping

Feature	Use Case	Price
iClear: Phone Number Analysis	iClear: Phone Number Analysis issues the phone number’s fraud score so the caller goes through or is flagged or blocked. You can set custom fraud score thresholds.	$0.001 per ping
iClear: Caller Identity	iClear: Caller Identity screens the caller’s name, address, and other details against a third-party database	$0.16 per ping
iClear: Litigant Alert	iClear: Litigant Alert checks the caller’s phone number against existing TCPA, FDCPA, and FRCA lawsuits	$0.003 per ping
iClear: Liens Check	iClear: Liens Check performs real-time liens validation	$0.11 per ping
iClear: Judgments Check	iClear: Judgments Check checks for legal judgments against the caller	$0.11 per ping
iClear: Foreclosure Check	iClear: Foreclosure Check validates whether the caller has gone through a foreclosure due to not paying a loan	$0.11 per ping
iClear: Bankruptcy Check	iClear: Bankruptcy Check validates whether the caller has filed for bankruptcy	$0.11 per ping
iClear: Criminal/Infractions Check	iClear: Criminal/Infractions Check screens for the caller’s criminal records or legal infractions (for example, speeding tickets)	$0.11 per ping
iClear: Address Validation	iClear: Address Validation identifies the caller’s city, street name, house number, etc.	$0.02 per ping
Do Not Call Check	The Do Not Call Check scrubs the phone number against the DNC list in real time, ensuring FCC compliance	$0.005 per ping
iClear: Full IDV	iClear: Full IDV allows you to get the full lowdown on the caller, including their address, date of birth, SSN, bankruptcy, deceased indicator, and more details	$0.30 per ping
Simple IDV	Simple IDV is a reduced version of Full IDV for basic screening	$0.16 per ping

This is not all, though.

To get more value out of every incoming call and ensure intelligent call routing, you can set up data flows between Call Logic and other Phonexa products like, for example, LMS Sync or E-Delivery.

Here’s how you can synergize Call Logic and 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 the call 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

Here’s a detailed guide on iClear.

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 Exhaustive Caller & Caller Insights for Clients

With Call Logic, you can track and analyze phone calls even after they are routed and sold, unlocking insights that might remain unavailable with other software.

Here are some of the post- call routing tracking features with Call Logic:

Feature	Use Case	Price
Third-Party Database Lookup	Checking data against trusted third-party sources to verify phone numbers, addresses, and other caller details	$0.0005 per lookup
DNPL Lookup API	Checking the phone number against the Do Not Process List (DNPL) to ensure compliance with TCPA and GDPR	$0.0005 per lookup
Tracking: Call Criteria	Custom phone number routing (for example, routing high-value calls to best-performing agents)	$0.0005 per unit
Tracking: Facebook Conversion	Linking phone calls to Facebook ad campaign performance	$0.0005 per unit
Tracking: Add to Five9 List	Adding qualified leads to a Five9 campaign for a follow-up	$0.0005 per unit
Tracking: Google Ads Conversions from clicks	Tracking which Google Ads clicks convert into profits	$0.0005 per unit
Tracking: Google Analytics	Checking how calls contribute to overall marketing goals	$0.0005 per unit
Tracking: Google Sheets	Enabling data sharing and teamwork	$0.0005 per unit
Tracking: Claim Lead	Real-time lead distribution among live operators	$0.0005 per unit
Tracking: Ping Url	Sending calls to a specific URL of an external system	$0.0005 per unit
Tracking: Send Slack Message	Notifying the team when a specific call is generated	$0.0005 per unit
Tracking: SMTP with Custom Connection	Sending email follow-ups to callers	$0.0005 per unit
Tracking: SMTP ESP	Automating email follow-ups to callers	$0.0005 per unit
Tracking: Trusted Form Claim	Claiming ownership of a Trusted Form Certificate to ensure that the lead is compliant	$0.0005 per unit
Tracking: Trusted Form Retain	Providing compliance evidence for autoing and dispute resolution	$0.0005 per unit
Tracking: Twilio	Integrating with Twilio to enhance call processing	$0.0005 per ping
Device Fingerprint with Client Credentials	Creating a unique ID for every user based on data like their IP address, browser activity, etc.	$0.0005 per ping
TikTok Ads	Insights into TikTok Ads performance	$0.0005 per ping

Phonexa’s external tracking allows advertisers to create more efficient lead acquisition strategies, while affiliates can know how their leads evolved beyond the sale.

Built-In Consent Management with Phonexa

With the FCC update still rocking the industry, ensuring compliance is a big deal. With Phonexa, though, it’s as simple as using its Consent Branches or collecting voice consent with our IVR*.

Here’s all you need to know about the FCC update.

With Phonexa’s IVR, you can ask for verbal consent in the most natural manner, and then the system paves the customer journey depending on whether the caller has given consent.  For the callers who refused to provide consent, our IVR ensures that no consent-based actions, like marketing calls or data sharing, are initiated within the system.

Here’s a step-by-step guide on setting up consent collection with your IVR within Phonexa.

*Note: Please consult your attorney or compliance advisor before setting up the Voice Consent Collection to ensure all legal requirements are met. We recommend using one of the pre-recorded Consent audio files provided by Phonexa.

Intelligent Call Routing with Phonexa

All the call routing rules serve one single purpose – optimizing your lead routing flows and, therefore, maximizing your profits with every type of lead that goes through the system, be it high-intent, medium-intent, or low-intent leads.

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

• Route the highest-intent leads to the verified buyers directly
• Route the medium-intent leads to the rest of the buyers
• Release the low-intent leads to the ping tree so buyers can bid on them

Of course, you can set any imaginable call routing rules, depending on your business goals, as well as you can leverage third-party integrations: Acqualify, Anura, Impressionwise, Jornaya, TrustedForm, Xverify, etc.

For example, if you route leads through a campaign, you can use Google Pixel for behavioral analysis; for the leads routed through a campaign, you can use Google Analytics to track the lead’s interactions with this campaign.

Build your plan right away, or take a product tour to experience the synergy of Phonexa’s eight lead and call management solutions.

Real-Life Call Routing Example with Phonexa

For any inbound phone calls, Phonexa’s ultimate purpose is to maximize the ROI while paving the optimal – most comfortable – journey for the caller and collecting exhaustive insights that can be used to improve the campaign further.

So here’s how a step-by-step call routing and processing goes on the example of an insurance call:

Step 1 – Phonexa Receives the Call A user clicks on a pay-per-call advertisement and makes a call to inquire about auto insurance coverage options. Phonexa receives this call through a unique call tracking number assigned to the pay-per-call campaign that triggered the call. Here’s what happens: Call Logic assigns a unique ID to the call for further tracking Call Criteria categorizes the call as an auto insurance call as opposed to health, life, home insurance, mortgage, and other types of calls supported by the system Google Ads Conversion Tracking attributes the call to the pay-per-call-campaign so the business (for example, the affiliate) can know which ad generated the call

Step 2 – The Call Is Fraud-Checked and Validated Before the call is accepted for further call routing, it’s verified for legitimacy to guarantee safety and cost-effectiveness for all parties (typically, the affiliate and the advertiser). Here’s what happens: DNPL Lookup API checks the phone number against the Do Not Process List (DNPL) to ensure compliance with TCPA and GDPR. If the call is on the DNPL list, it’s flagged and is typically prevented from being routed, sold, or contacted. iClear: Device Fingerprint collects the caller’s data like their IP address, browser activity, and other details to flag anomalies Third-Party Database Lookup cross-checks the caller’s data with trusted third-party databases to ensure accuracy

Step 3 – The IVR Collects the Consent and Processes the Call The IVR greets the caller and asks them for permission to process data and allow certain types of marketing communications. If the caller gives consent, the system records it and stores it in an audio file for compliance If the caller refuses to give consent, the system ends the call or ensures the further line of communication only includes non-consent-dependent action and services (for example, the call can be sent to customer support as long as it doesn’t require consent) Here’s what also happens: Call Logic IVR asks a series of qualifying questions to collect essential data like the type of auto insurance the caller is looking for, the details of their current insurance policy, and other information that can help accurately qualify the caller Google Sheets logs the caller’s responses in real time for reporting

Step 4 – The Phone Call is Evaluated Before Matching Phonexa evaluates the call to determine its quality before sending it to the best-fitting buyer through an Automatic Call Distributor (ACD) or to a ping tree campaign stack. Here’s what happens: Call Criteria analyzes the caller’s demographics, the time of the call, and the data collected by the IVR to evaluate its quality and intent so it’s possible to objectively categorize the call as high-quality, medium-quality, or low-quality Custom scoring rules may apply, where incoming calls are scored (and therefore routed) differently based on demographics, engagement, past performance, and other factors.

Step 5 – The Phone Call Is Sold to a Matching Buyer Based on the comprehensive evaluation, the lead is sent to the best buyer or a lead market. Usually, the highest-quality leads are sent to premium buyers, whereas leads of lower quality are released to the market or added to a suppression list. Here’s what happens: Call Logic ensures the required lead information and the consent record are sent to the buyer’s CRM, email address, or Google Sheets Google Ads Conversion Tracking, Slack Notifications, and Google Analytics send conversion notifications to the buyer

The result of such call routing is a win-win for everyone:

• The affiliate sells the call at the highest market price to a matching advertiser
•  The advertiser receives a high-intent call at a fair price
• The affiliate network (if involved) receives a commission
• The caller connects to the product they are looking for

How Call Routing Analytics Translates into Revenue with Phonexa

As a marketer, you’d surely like to conduct testing and experiment with different scenarios. With Phonexa’s Predictive Modeling, you can do it in a safe way.

Predictive Modeling software can forecast campaign outcomes based on real-time and historical data – demographics, time, locations, etc. – simulating possible scenarios so you can go with the winners and never waste time or resources or the losers.

Leverage Call Routing and Sell More Phone Call & Web Leads with Phonexa

Phonexa’s Call Logic, Cloud PBX, and IVR are great on their own, but you can get even more out of it if you synergize these systems.

And this is exactly what Phonexa does – we unite eight performance marketing solutions for web leads and phone calls within one all-covering software suite, with every bit of data being pulled to a single dashboard. You get it all aligned and streamlined and 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 analyze it in real-time.” – David Pickard, CEO at Phonexa

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

Here are the eight proprietary solutions you get at a single price (online price calculator):

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

Frequently Asked Questions

Why is call routing important for business?

Intelligent call routing makes it possible to connect callers to the best live operator and optimize their experience during the call, which is especially valuable for bigger businesses with multiple live operators and heterogeneous audiences.

What is the best call routing service for business?

Call Logic might be the best call routing system for business because it enables almost limitless call routing customization while perfectly integrating into the other seven Phonexa products, creating a comprehensive lead management system. At the same time, you only pay for the features you use and can choose to enable and disable among dozens of built-in features.

What phone system do I need to route calls?

To build a phone call routing system, you need a VoIP phone system for VoIP call routing or a PBX phone system. With Phonexa, you get it all in a single bundle as your cloud-based software, and you don’t have to install any hardware on your side.

How much is call routing software?

The cost of call routing software with Phonexa depends on the features you use, starting from $250 per month for the Lite subscription plan. Use this calculator to get an accurate estimate.