Many companies have different teams to assist their customers: among them we take into consideration sales and support teams. Creating a path and establishing a solid interaction with customers is a daily challenge. Although all of this requires time and effort, if done correctly, the results will not be long in coming, leading to improvements in both time and effort, as well as greater agent productivity.

In order to implement these strategies it is necessary to have the tools or platforms suitable for customer service, capable of allowing this type of functionality. One of these is definitely Callbell.

Today we want to share with you really important information about chat routing as it is considered necessary and the best tool for applying useful strategies for companies. We recommend that you continue reading so you can learn how to successfully manage routing for both your sales and support teams.

What is chat routing

Chat routing is nothing more than the process used to ensure that an interaction from a lead or customer can reach the corresponding team or agent. Therefore, it is the moment in which a chat is started towards a specific team or agent depending on the case in question.

In these types of interactions, routing must necessarily be instantaneous: speed in fact makes the difference. Replying to an email is not the same as responding to a chat from a messaging app. When we ask a question, we expect the other interlocutor to respond immediately and not after days.

How routing works

For this process to start working, the user must start a conversation with the company: just click on a widget or register on the platform.

The general idea is to make everything as simple and quick as possible, allowing the customer to communicate and find the team suited to their needs.

When a customer or prospect starts a conversation, what matters is the information. This is why the routing system aims to collect as many details as possible in order to carry out a successful process. You may therefore need to record data like your name, age, place of residence, the problem for which you decided to contact the company and other additional questions. This is done simply to offer effective and fast routing, personalizing interactions and reducing response times.

When dealing with regular customers, the information can be automatically retrieved from the company database, by saving a lot of time for both the agents and the customers themselves.

As soon as you have all the data needed for a successful routing process, you will see two ways to proceed. The first is what the customer requests when they reach the point where you can request routing with a specific device and the second is when a routing agent decides to automatically perform the forwarding.

Why you need to do chat routing

Chat routing is not something that is extremely necessary for businesses; however, it is useful and should be implemented to improve the work of agents, customer support and sales staff.

Although routing is not fundamental for interactions with customers, it can significantly increase the speed of service and response times, since the routing agent, before starting a chat conversation, will have to collect customer information and then send it to the consultant, saving time and reducing unnecessary interactions with a client.

The agent in question will be able to get to the point, without wasting time, knowing perfectly well what the potential customer will need, as he will be contacted, able to create a valid strategy to help him and sell a certain product or service, when and if possible.

Benefits of chat routing

One of the main advantages provided by automatic routing is the ability to optimize device management, making communication with your customers more efficient. This happens because routing facilitates the work of agents who are able to concentrate on developing the most important activities.

A further advantage of routing is that it is scalable and modellable. You can transform the routing into whatever you want, always considering that each type has different functions and purposes. For example: it is possible that with routing it is possible to collect details on a specific problem brought to attention by the customer, but it may happen that information on complaints is collected, measured and subsequently sent to the team who can resolve everything.

Therefore, these strategies can be adapted to the needs of your company. Another purpose of routing is that, depending on the type of customer we are dealing with, we can redirect the problem to specialized teams or to a specific agent. Therefore, it will be possible to assign the individual customer’s chat to a single consultant or team. 

The biggest advantage of automatic routing is that it reduces response and management time for agents. In this way, faster, more efficient and successful interactions will be created.

How to create a chat routing with Callbell

In order to create a chat routing using Callbell, the process is simple. Below, we examine the steps with images in order to carry out the entire procedure quickly and easily.

1) The first thing to do is create a new Callbell account by clicking here.


2) After creating the Callbell account, you will need to go to settings – automatic routing.

3) Next, we enable automatic routing on Callbell.

4) Finally, let’s configure our router by following the steps. (Images)

– First, we create the main message that will reach the users.


– We add a new response and create response messages for each option in the main message.


– Once the responses are configured, we choose a consequential action, the team to which the conversation will be routed, and the response message.


– Finally, response messages can contain any type of information, and this concludes the automatic routing.

Chat routing

Callbell for sales and support teams

Callbell is considered one of the best assistance and sales tools on the market. In fact, this platform is able to offer excellent features, including integrations with apps like WhatsApp, Telegram, Instagram or Facebook Messenger. The platform features the WhatsApp Business API which makes it the appendix of WhatsApp; furthermore, the platform has an integrated CRM, conversation possibilities, multiple Facebook and Instagram connections, etc.

Despite all this, Callbell also features a virtual catalog, CRM options and integrations with over 5000 apps via Zapier. This makes it a very interesting alternative for those looking for customer service that includes E-commerce and online shop functions.

The interface is extremely simple and is a great option for those looking for automated and easily customizable customer service. Callbell presents itself as a scalable and ideal solution for companies of all sizes, from small to large enterprises, wishing to create routing for their interactions quickly and efficiently.

If you would like to try this solution, click here.

964aef37cbd523c1a8d2250157bf3829?s=100&d=mm&r=g - How to create successful chat routing for sales and support teams?

About the author: Hello! I am Alan and I am the marketing manager at Callbell, the first communication platform designed to help sales and support teams to collaborate and communicate with customers through direct messaging applications such as WhatsApp, Messenger, Telegram and Instagram Direct