From Call Routing to Analytics: Exploring the Features of Contact Center Outsourcing Solutions


May 3, 2024

Written by

Alyssa Maano

Managing customer interaction across multiple online channels is a grave challenge for many businesses. In today’s competitive market, effective contact center outsourcing solutions are necessary to meet and exceed customer expectations.

Traditionally, contact centers exist to provide fast resolutions to customer issues, drive more engagement, and enhance customer retention. While conventional contact centers have technological limitations, modern contact center solution providers have improved dramatically over time.

Instead of using bulky equipment and focusing on single support service, contact centers now employ call routing, analytics, and automation to optimize performance and cater to changing customer needs.

But before we delve deeper into anything, what is contact center solutions?

Understanding Contact Center Solutions

contact center solutions

Contact center solutions are customer-centric services tailored to manage non-core business operations, such as the following:

  • Offering product and service information
  • Attending to customer queries and issues
  • Troubleshooting network and technical problems
  • Gathering customer information to personalize services
  • Implementing customer support metrics
  • Soliciting customer feedback for continuous improvement

While businesses can always build their own contact centers, many prefer to outsource these solutions instead. By hiring external service providers, companies can accomplish these tasks without the burden of training employees and building technological infrastructures.

Contact Center vs. Call Center

contact center vs. call center

Contact centers are often mistaken for call centers. Although both are business outsourcing solutions, they differ in scope and purpose. 

Contact centers use an omnichannel approach to customer service, including voice, chat, email, and social media. Meanwhile, call centers only use a single-channel approach through inbound or outbound calls.

In general, contact centers streamline communication between businesses and customers by operating on multiple digital channels and employing the latest technologies to increase efficiency.

Now, let’s explore the features of top contact center solutions necessary for business growth and success!

Call Routing: Optimizing Communication

call routing

Just like in everything else, quality over quantity. In employing business outsourcing services, the focus is on the quality of customer support rather than the quantity of calls an agent handles daily.

One way to ensure call quality is through call routing, also known as automatic call distribution (ACD), which processes calls in three phases.

First, the calls undergo a qualifying phase, during which the system identifies the caller and their intention. Second, the calls are queued to the concerned department or agent. Third and last, the calls are distributed to the suitable agent who can provide the appropriate contact center solution.

Regardless of the adopted call routing strategies, contact centers usually follow this three-step process in handling calls.

Here’s a quick rundown of common call routing strategies:

  • Direct Call Routing

Direct call routing assigns a specific phone number to a particular contact center service. If a caller wants to talk to a sales representative, they must dial the assigned number for the sales department. If the line is busy, they must continue dialing until an available agent picks up.

  • Automated Call Routing

Automated call routing delegates only one number for all contact center services. Here, a pre-recorded Interactive Voice Response (IVR) gathers the caller's information during the call by letting them press a number on the dial menu, which will redirect them to a suitable agent.

The IVR often asks the caller to press "1 "for product information, "2" for customer service, and so on. Compared to direct call routing, this technique reduces call queue time since the caller is automatically forwarded to the next available agent.

  • Skills-based Call Routing

Skill-based call routing designates a single phone number, but it also considers the most qualified agent to handle the call. For example, a caller demanding support for installing software or troubleshooting hardware issues will be routed to a technical support agent.

  • Intelligent Call Routing 

Intelligent call routing is highly reliant on contact center policies. It routes calls based on priorities, agent skills, geography, and other factors. In the initial stage of the call, routing scripts are employed to determine the caller and their intentions.

For instance, a queued call will be routed to an agent with the right expertise and knowledge about the caller’s query who has been idle for a long time.

Analytics: Leveraging Data for Insights


Contact centers produce valuable data in day-to-day operations. However, tracking customer interactions across different platforms is a monumental and arduous task. This is where analytics comes in.

Using analytic tools allows contact centers to extract and analyze customer data. It pivots data-driven contact center software solutions, which improve customer experience and achieve business goals.

Here are some common types of contact center analytics:

  • Speech and Text Analytics

This analyzes call recordings, transcripts, live chat, emails, and other verbal or written customer interactions. It helps organizations track essential data such as key topics, customer sentiments, and intent.

  • Interaction Analytics

This analyzes voice and non-voice interactions, such as call volume, response and hold times, call transfer rates, and the number of abandoned calls, which improves agent performance.

  • Predictive Analytics

This analytics uses artificial intelligence (AI), such as machine learning algorithms, to garner predictions on customer behavior, preferences, and churn rates. This gives clients a competitive edge, allowing them to upscale or downscale their contact center needs and de-escalate potential issues.

  • Customer Journey Analytics

This analytics focuses on mapping the customer’s journey to pinpoint areas for improvement to elevate customer experience. This can help businesses understand why certain customers disengage with their brand and formulate better steps to reduce the churn rate.

  • Self-Service Analytics

Data from chatbots, blogs, and website FAQs sections also offer valuable customer insights. Self-service analytics highlights frequent customer issues and questions, allowing companies to answer common queries without talking to a representative.

Importance of Contact Center Solutions

importance of contact center

From call routing to data analytics, contact center solutions offer a myriad of benefits to outsourcing businesses. Call routing streamline business operations on the one hand, while analytics helps companies strive for continuous improvement.

Here are some benefits of contact center outsourcing solutions:

  • Manage Call Volume and Waiting Times

Although companies can’t control the volume of calls they receive, they can still prepare their resources during peak seasons. One of the merits of contact center solutions is they can predict the surge of calls, which helps businesses gauge the adjustments needed in their staffing.

Moreover, contact centers also reduce waiting time by implementing high-quality call routing. They avoid incoming calls from being on hold, enhancing customer experience.

  • Faster Resolution

Contact centers offering business process outsourcing services accelerate handling time by employing data analytics and call routing. Analytics uses data-driven insights to improve customer management, while call routing ensures faster call distribution, thus translating to faster resolution of customer issues.

  • Improve Customer Experience

When waiting time is reduced and issue resolution is boosted, businesses can guarantee exceptional customer service. Contact centers also hire professionals who tailor personalized solutions to specific customer concerns. They also have excellent listening and communication skills to respond to customers with empathy and assertiveness, fostering positive customer experience.

  • Gather Insightful Information

By employing analytic tools, contact centers access insightful information that pinpoint the company’s strengths, weaknesses, and areas for improvement. Monitoring agent performance can reveal what information, tools, and training they need to give the best customer service. For example, speech and text analytics can report what issues take longer to fix or what responses need to be updated. 

  • Better Workforce

Contact center solutions are crucial to a cohesive working environment like a well-oiled machine. By implementing call routing strategies, they can deploy agents according to expertise, which helps address customer issues promptly and accurately.

Contact centers also guarantee that agents do not overwork or suffer from burnout due to repetitive and large call volumes by using cutting-edge technologies.

Integration and Customization: Tailoring Solutions to Business Needs

integration and customization

Outsourced business services seamlessly integrate into existing business operations, enhancing workflows, data accuracy, and decision-making. They empower businesses to tailor their services and methods to business needs.

Outsourcing solutions devise a cohesive operational environment, allowing companies to deliver personalized customer services.

 Whether configuring routing systems to match call handling protocols or designing user-friendly interfaces, customization fosters adaptability, enhances user satisfaction, and addresses evolving customer demands.

Here are a few real-life examples of successful integration and customization using contact center solutions:

  1. Salesforce Integration

A global telecommunications company integrated its contact center outsourcing solution with Salesforce CRM, enabling agents to access customer profiles, purchase histories, and support tickets in real-time. This integration facilitated personalized interactions and improved first-call resolution rates, leading to increased customer satisfaction and loyalty.

  1. Dynamic Routing Customization 

A leading e-commerce platform customized its contact center solution to implement dynamic routing based on customer preferences and agent skillsets. By leveraging advanced algorithms and real-time data analysis, the platform ensured that inquiries were routed to the most qualified agents, resulting in shorter wait times and higher resolution rates.

  1. Multichannel Customization

A hotel company customized its contact center outsourcing solution to support multichannel communication, including voice, email, chat, and social media. This customization enabled seamless omnichannel experiences for guests, regardless of their preferred communication channel, thereby enhancing brand perception and customer retention.

Future Trends and Innovations

future trends and innovation

Technology is changing rapidly, and the landscape of contact center outsourcing solutions is witnessing transformative trends and advancements.

Here are some trends and innovations poised to shape the future of contact center environments.

  1. AI-Powered Chatbots

One of the most prominent trends in contact center services is the proliferation of AI-powered chatbots, which serve as intelligent virtual assistants. These bots leverage natural language processing (NLP) and machine learning algorithms to understand and respond to customer inquiries in real-time.

AI chatbots offer immediate responses, round-the-clock assistance, and seamless de-escalation of complex cases. Moreover, they enhance overall efficiency by automating repetitive tasks cost-effectively.

  1. Omnichannel Communication

Another significant trend reshaping contact center solutions is adopting omnichannel and multilingual communication strategies. This involves integrating channels such as voice, email, chat, social media, and SMS into a unified platform to allow hassle-free transitions between channels.

With this holistic approach, personalized and consistent customer service can be given regardless of the chosen channel.

Embracing Innovation for Enhanced Customer Experiences

embracing innovation

Contact center outsourcing solutions are pivotal in meeting and exceeding customer expectations in today's dynamic business landscape. From optimizing call routing to harnessing the power of analytics, these solutions offer myriad features to enhance operational efficiency and customer satisfaction.

As businesses strive to remain competitive, leveraging advanced functionalities such as call routing and analytics is imperative. By seamlessly integrating contact center solutions with existing business systems and customizing them to meet specific needs, organizations can unlock new growth opportunities.

The future of contact centers is marked by innovative trends such as AI-powered chatbots and omnichannel communication. These technologies promise to revolutionize customer interactions by providing immediate responses and personalized experiences across various channels.

To thrive in this evolving landscape, you can choose New Media Services to provide business outsourcing services. NMS cultivates long-lasting customer relationships and drives guaranteed business success in the digital area.

Contact us today to learn more!

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