Skills Based Routing (SBR) in a Call Centre

Skills-Based Routing (SBR) is a feature within a call centre’s Automatic Call Distributor (ACD) that ensures customer interactions are directed to the most appropriately skilled agent. By aligning customer needs with agent expertise, SBR enhances operational efficiency and improves customer satisfaction.

Table of Contents:

Benefits of Skills-Based Routing

How Skills-Based Routing Works

Types of Skills-Based Routing

Preparing Employees for SBR

Key Considerations When Implementing SBR

Conclusion

Benefits of Skills-Based Routing

Implementing Skills-Based Routing in a call centre provides two significant advantages:

1. Improved Efficiency

• Fewer Transfers: Calls are routed directly to agents with the relevant skills, reducing the need for call transfers.
• Reduced Talk Time: Skilled agents can resolve issues faster, leading to shorter call durations and lower operational costs.
• Optimised Agent Utilisation: Agents handle calls that match their expertise, maximising productivity across the team.

2. Enhanced Customer Experience

• First-Call Resolution: Customers are connected with agents who can resolve their issues on the first attempt.
• Minimised Frustration: Avoiding misrouted calls and unnecessary transfers results in a smoother customer journey.
• Personalised Interactions: Customers receive tailored support based on their needs and profiles.

How Skills Based Routing Works

For Skills-Based Routing to function effectively, it requires the following two key elements:

Call Identification

Understanding the purpose of the call is crucial to have a successful Skills Based Routing strategy.

This can be achieved through a variety of means, including:

• Interactive Voice Response (IVR): Customers select from menu options to specify their needs.
• Speech Recognition IVR: Customers verbally state their requirements.
• Dialled Number Identification: Identifies the number the customer called to infer intent.
• Customer Data Integration: Linked CRM systems can provide context based on the customer’s profile or history.

Telephony Platform Support

Modern contact centre platforms typically support SBR.

If your current system doesn’t, upgrading to a platform with this capability is essential for delivering efficient and personalised customer service.

Search for local providers of Skills Based Routing for Australian companies in our Supplier Directory >

Types of Skills-Based Routing

Skills-Based Routing can be applied in various ways, depending on your call centre’s objectives:

Basic Skills-Based Routing

• Simple Division: Route calls by function (e.g., sales vs. service).
• Product Segmentation: Separate calls based on product groups or issue complexity.

Advanced Skills-Based Routing

• Agent Ranking: Route calls to the highest-ranked available agent for premium service.
• Experience-Based Routing: Assign simpler calls to newer agents and complex issues to experienced staff.
• Profile Matching: Match customers with agents who share relevant attributes (e.g., pairing senior customers with senior agents to improve rapport).
• Agent Continuity: Connect customers with the last agent they interacted with, fostering familiarity and trust.

Preparing Employees for Skills-Based Routing

Implementing Skills-Based Routing (SBR) in a call centre doesn’t just involve upgrading technology—it requires thorough preparation and ongoing support for your employees. Here’s how to ensure your team is ready:

1. Define and Map Skills

• Skill Assessment: Identify the specific skills required for each type of call and assess your team’s current capabilities.
• Skill Matrices: Create a skill matrix to match agents’ strengths with call types. Ensure this matrix is regularly updated as team members gain new skills.

2. Provide Comprehensive Training

• Role-Specific Training: Train agents to handle calls within their skill set. Include technical knowledge, soft skills, and scenario-based learning.
• Multi-Skilling Opportunities: Encourage agents to expand their expertise to handle multiple types of calls, enhancing flexibility in routing.
• Technology Familiarity: Ensure agents are comfortable with the SBR system, including understanding how their skills impact call allocation.

3. Set Clear Expectations

• Communication: Explain how SBR works and why it benefits both agents and customers.
• Performance Metrics: Share how their performance will be measured, such as efficiency, customer satisfaction, and first-call resolution rates.

4. Monitor and Support Agents

• Regular Feedback: Provide constructive feedback to help agents refine their skills and adjust to SBR.
• Peer Coaching: Use senior agents to mentor less experienced staff in specific skill areas.
• Stress Management: Recognise that SBR may initially lead to more complex calls for experienced agents. Offer support to prevent burnout.

Key Considerations When Implementing Skills-Based Routing

While SBR offers significant benefits, there are challenges to address for a successful implementation. Here’s what to watch out for:

1. Agent Overloading

• Risk: Highly skilled agents may receive a disproportionate number of complex or high-pressure calls.
• Solution: Rotate call distribution to avoid burnout and cross-train team members to handle a broader range of queries.

2. Skill Gaps

• Risk: Agents without the necessary skills may struggle to handle certain calls, leading to misrouted queries and poor customer experiences.
• Solution: Conduct regular upskilling programs and hire talent with the required expertise to fill gaps.

3. Salary Disparities

• Risk: Agents with specialised skills may expect higher pay to reflect their expertise, while others may feel undervalued.
• Solution: Review and adjust salary structures to reflect the complexity of roles and skill levels. Transparency in compensation policies can help maintain fairness and morale.

4. System Misconfiguration

• Risk: Incorrectly configured routing rules may lead to inefficiencies or calls being directed to the wrong agents.
• Solution: Perform regular audits and test the routing system to optimise accuracy and efficiency. Gather agent feedback to identify gaps in configuration.

5. Employee Resistance

• Risk: Some agents may feel unfairly burdened or perceive the system as favouring certain team members.
• Solution: Communicate the benefits of SBR to the team and involve them in the implementation process. Highlight how SBR supports their growth and improves the workplace.

6. Monitoring and Feedback

• Risk: Without ongoing monitoring, even the best SBR setups can falter over time.
• Solution: Establish regular check-ins to ensure SBR aligns with business goals and agent well-being. Encourage open communication about challenges agents face.

The Bottom Line on Implementing SBR With Employees

Salary and compensation are crucial considerations in SBR implementation.

Aligning pay scales with skills and responsibilities ensures fairness and motivates agents to embrace SBR and provides a clear career progression path.

Addressing these considerations holistically leads to a smoother implementation and maximises the benefits of Skills-Based Routing.