Automatic Call Distribution (ACD) is a technology used in call centers to evenly distribute incoming calls among customer service agents. ACD helps you make sure that every customer who calls is connected to an agent as quickly and efficiently as possible.
ACD may sound like a great idea for any type of call center, especially when handling high volumes and a variety of complex metrics. However, it may not be as effective for a small team that only needs a receptionist or a simple interactive voice response (IVR) system.
So, when should you use ACD and when are you better off with other options?
ACD vs. IVR: Wrongly Interchangeable
Many believe that these two solutions are one and the same. In fact, ACD technology is a sophisticated way to automatically route incoming calls to the correct agents, while an IVR system uses caller input to route a call.
These technologies are also used at different points in the call. ACD routes calls that are already connected, while IVRs are used for pre-call routing. While an ACD system can use IVR technology, an IVR system does not necessarily need automatic call distribution.
That’s why an interactive voice response system is sufficient for a team handling a low call volume. They don’t need the auto-distribution department—they just need a smart, easy, and customer-friendly way to route calls to the best agents.
A closer look at when ACD makes sense
There are many situations where an ACD can be very useful, including:
- When handling a high volume of calls. ACD ensures that your agents are used to their full potential by evenly distributing calls between them.
- When your team is dealing with complex issues that are difficult to sort out. ACD can help you automatically direct customers to agents with very specific expertise.
- When call recordings show that calls are routed to the wrong agents. ACD helps resolve a customer’s issue as quickly as possible without pressuring them.
If you find yourself in any of the following situations, an automated call distribution system may not be the most pressing need:
- Your current setup is working fine and your customer satisfaction score and net promoter score are doing well.
- You don’t handle many calls every day.
- You only manage a handful of types of issues on a regular basis.
How to create your own rules for automatic call distribution
Every automatic call distribution software works differently. However, learning how to work with the tool isn’t the hard part. Defining your own autodialing rules is.
Here are some general and omni-channel guidelines to help you complete your configuration regardless of the software you use.
Step 1: Caller ID
There are many ways to do this. First, you can use a classic caller ID, which will show your agents who is calling. This is not particularly useful when you have thousands or even hundreds of thousands of callers every day.
You can then use an IVR menu to identify a caller’s basic needs. You will ask them to enter their phone number or other numeric identifier to match them with a database entry. Or, if you want to make things simpler, you can simply match the caller with an agent based on their specific needs.
Finally, you can use CRM (Customer Relationship Management) software. This type of tool integration allows your agents to see not only who is calling, but also their history with your company, what kind of products or services they purchase, and what other past interactions they may have had with your call center.
Step 2: Add them to the queue
There are many ways to take this next step, all based on your chosen call distribution model. Some of the more common examples include:
- Placing customers in a regular queue where they will be processed each time their turn with an agent comes.
- VIP or urgent services, where you push important customers or those with very urgent matters to the front line to get their issue resolved as quickly as possible.
- Active redistribution, when an agent is either unavailable or unwilling to handle a particular call, you can redistribute it among other agents.
- Offer to call back if no agents are available.
Step 3: Route to the right person or group
Once your caller is placed in the correct queue, it’s time to connect them to the appropriate agent or team. The selection can be made in several ways:
- Based on skills. Agents with technical skills take on technical questions, those with sales skills take on commercial questions, and so on.
- Based on KPIs. Calls are routed to the team or agent with the best track record of resolving a specific type of problem, question or inquiry.
- After hours. Connect your callers with agents who are available outside of regular business hours.
- Straight to voicemail. You currently do not have enough agents available, so the call goes directly to voicemail.
- Selection. You give the caller many options and let them choose who they want to talk to.
Step 4: Continuous KPI monitoring
To get the most out of your ACD software, you need to measure its performance. Or, more specifically, how effectively your agents are using it.
Some of the call center KPIs you can track include:
- Cost per call (CPC): If your CPC is increasing, you need to re-evaluate your ACD rules.
- First Contact Analysis (FCR): If your FCR is dropping, you’d probably do well to change your rules as well.
- Average Handling Time (AHT): If AHT is open, you should review your ACD rules.
- Call Abandon Rate (CAR): If more people are abandoning calls, the problem may be poor automatic call distribution or long waiting times. In this case, you probably need to update your planning and staffing processes.
- Customer Satisfaction Score (CSAT): If this metric does not change after implementing ACD, you may want to reevaluate your rules. Likewise, if your CSAT drops, you should see if that is in any way related to how the calls are distributed.
Automated call distribution systems are not just a call center trend. They can make a big difference if they are chosen correctly, set up intelligently and monitored properly.
Just make sure you don’t leave it on autopilot. The “automatic” part of “ACD” is meant to make your life easier, not take away your control over it.
