Call routing made simple
Give every customer the right connection the first time. With B4BC’s intelligent call routing, calls are directed instantly to the right person or department, reducing wait times and transfers.
What is call routing?
Call routing is a smart phone system feature that automatically directs incoming calls to the most suitable person or department. Instead of every call going to one number, the system uses preset rules to send calls exactly where they need to go.
Think of it like a digital receptionist that never takes a break. When someone calls your business, the call routing system checks things like the caller’s number, the time of day, or which option they pressed on your phone menu. Then it instantly connects them to the right team member.
The benefits of call routing
Every call matters, and how you handle them can make or break the customer experience. Here are some of the key benefits:
Nobody likes being bounced around different departments or having to repeat themselves over and over. With call routing, customers are connected to the right person the first time, whether it’s sales, support, or accounts.
This reduces frustration, shortens the time it takes to resolve issues, and leaves callers with a smoother, more professional experience. When customers feel listened to and helped quickly, they’re far more likely to return and recommend your business.
Your team works best when they can focus on their actual jobs rather than acting as switchboard operators.
With intelligent call routing, calls are automatically filtered so sales enquiries go directly to salespeople, technical problems reach your IT team, and urgent matters get fast-tracked. Over time, this creates a more efficient workplace where everyone’s time is used effectively.
First impressions matter, and so does solving problems on the first call. Call routing increases the chance of first-call resolution by connecting customers to the right expert immediately.
When people reach someone who can help them straight away, issues are solved faster, follow-up calls are reduced, and customer satisfaction rises. It also frees your team from repetitive call-backs, allowing them to focus on more complex or high-value tasks.
Customers expect businesses to be reachable at all times, but staffing an office 24/7 isn’t always realistic. With call routing, you don’t need to be.
Rules can send calls to voicemail, mobiles, or overflow services after hours, meaning important enquiries are never ignored. This flexibility ensures your business is responsive even outside of working hours, capturing more opportunities and delivering a better customer experience around the clock.
Hiring receptionists or dedicating staff to field every incoming call can quickly become expensive. Call routing reduces that need by handling distribution automatically, cutting down on manual call transfers and wasted staff time. It also helps prevent missed calls, which can directly cost you sales.
By making better use of your existing team and ensuring every call gets answered, smart routing delivers cost savings while boosting revenue.
Different types of call routing
Intelligent routing software lets you set rules that determine exactly how incoming calls are handled. Here are the main types your business can use:
Skills-based routing
Calls are automatically directed to team members with the right expertise. For example, technical queries reach your IT specialists, while billing questions connect to accounts. This ensures customers always get accurate help from the right person the first time, boosting both satisfaction and efficiency.
Priority-based routing
Not every caller should wait in the same queue. With priority-based call routing, you can give VIP customers or urgent enquiries the ability to jump ahead, making sure they’re answered quickly. This is ideal for maintaining strong relationships with key clients and handling emergencies effectively.
Time-based routing
Business doesn’t stop after 5pm. Time-based call routing allows you to set different rules for different times of day. During working hours, calls go to your main team, but after hours they can be routed to mobiles, voicemail, or overflow answering services. This way, your business stays responsive 24/7.
Geographic routing
For companies with multiple locations, geographic call routing connects customers to their nearest office. A caller in London could be routed to your London team, while someone from Manchester reaches your northern office. This creates a local presence even if your business operates nationally, improving customer trust and personalisation.
Queue management
When all agents are busy, call queue management keeps things organised. Callers are placed in a queue with hold music and regular updates, and they can choose to wait, leave a voicemail, or request a callback. This helps prevent hang-ups and improves the overall caller experience, especially during busy periods.
Round Robin routing
Round Robin call routing distributes incoming calls evenly across your team. Instead of the same agents handling all enquiries, calls are shared in rotation, giving everyone a fair workload. This prevents burnout, improves response times, and ensures no single employee is overwhelmed during busy periods. It’s a simple but powerful way to balance resources.
Which call routing rule is best for your business?
Routing Rule
Best For
Main Benefit
Skills-based routing
Businesses with specialist teams
Ensures customers reach the right expert immediately
Priority-based routing
Companies with VIP clients or urgent cases
Key callers never wait, strengthening relationships
Time-based routing
Businesses needing out-of-hours coverage
Keeps your business responsive 24/7
Geographic routing
Multi-location or nationwide businesses
Connects callers to their nearest office
Queue management
Busy teams with high call volumes
Reduces hang-ups and improves caller experience
Round Robin routing
Teams needing fair workload distribution
Balances calls evenly, preventing staff overload
Why UK businesses choose B4BC
UK-based expertise
Our team understands British business needs. We’ve helped thousands of UK companies improve their communications over 17 years. Local knowledge makes a real difference.
Proven reliability
99.999% uptime means your calls always get through. Our robust infrastructure and redundant systems ensure your business stays connected when it matters most.
24/7 support
Real people answer when you need help. Our UK support team provides expert assistance around the clock, not outsourced call centers or chatbots.
Fast installation
Same-day setup available for urgent requirements. Our engineers work quickly to get your new system running without disrupting your business operations.
All-in-one solution
Combine call routing with broadband, mobiles, and other services. One provider, one bill, one point of contact for all your communication needs.
Built to grow with you
Whether you’re a small team or a growing enterprise, our solutions scale effortlessly. Add users, locations, or features as your business evolves, without costly upgrades.
What our customers say
Matthew Burton
I have used B4BC for almost 6 years now with my existing business & when it came to setting up my broadband / phone provisions for a new business I went straight to B4BC. These guys have exceptional customer service & take all the stress off your plate so you can focus on the million other things you need to take care of within your business. Could not recommend any higher!
Krishna Pariyar
B4BC has been the best system that I have used so far. They have solutions for every business phone system. The app works on both the desktop and phone, which have made operations convenient. Their support is great with response time and requests. And it’s really easy to reach the Account Manager through email, website chat support, phone and support ticket.
Dan Hall
I would highly recommend anyone to use B4BC for their phone and broadband needs. We have recently moved over to a VoIP system and the whole service from start to finish has been excellent.
Esther Wakeman
Absolutely thrilled with my experience after dealing with Best 4 Business. Not only have they saved our business a significant amount of money, but it has been a breeze to do. Efficient and friendly team.
Darren Lashford
Use B4BC for all our telecoms and its a breath of fresh air compared to who we used before. Recently moved our energy management through them and I’m equally as impressed. I wouldn’t hesitate for a second to recommend them.
Sarah Lowe
Fortunately getting in touch with the team at Best 4 Business is very easy, there are no long call queues so you’re not left on hold for ages & you don’t have to go through lots of different options before being connected to an actual person. The issues I have experienced have been dealt with immediately.
Conor Alexander
We’ve been working with B4BC for many years and they’ve consistently been a pleasure to deal with. Most recently, they upgraded our broadband and phone system – everything was handled smoothly and went exactly as planned.
Philip Wright
Working with Best 4 Business on a Communication system plan that provided modern solutions has been an absolute pleasure. The information afforded, depth of knowledge and flexibility provided was perfect for our future business requirements.
Mark James Morsley
Changing my entire office phone system and broadband is no small task, in fact it’s quite daunting. However luckily or really thanks to Google I found Best4 Business. These guys at B2B are just brilliant! I now have a new VOIP phone system, massively quick broadband, great phones, ongoing support and I have saved nearly £200 a month. Happy owner!!
Stuart Turley
Excellent service and support from these guys. It makes a change to be able to actually talk to someone when you require help without jumping through hoops, I would highly recommend them.
Matthew McKenna
Fantastic service from Best 4 Business Communications. I found this company online on Tuesday and within 2 days they had an engineer on site! We had been unable to get BT in for four weeks now.
Piotr Silwinski
I wholeheartedly recommend B4BC as an internet solution provider. Their outstanding customer service, technical expertise, everyday support make them the ideal partner. Thank you, B4BC, for your unwavering support and for keeping me connected every day!
Ready to improve your business with call routing?
Intelligent call routing transforms the way your business manages customer communications. Every call is directed to the right person straight away, reducing wait times, improving first-call resolution, and keeping customers satisfied.
B4BC’s award-winning business phone systems include advanced call routing as standard. Our UK-based experts will design and install a solution tailored to your needs, with same-day setup and ongoing 24/7 support to keep you connected.
Get in touch today to see how smarter call routing can make your business more efficient and professional.
Call routing FAQs
Call forwarding simply redirects all calls to a single number, no matter who is calling or why. Call routing, on the other hand, uses smart rules to send calls to different people or departments based on factors like time of day, caller location, or menu choices. This makes it far more flexible and customer-friendly.
Yes, you can keep the same business numbers that your customers already know and trust. Intelligent call routing works in the background, adding smart features without changing the way people contact you. That means you benefit from more efficient call handling without having to update your marketing materials or lose familiarity with existing customers.
Absolutely. Modern call routing works seamlessly with mobile phones, softphones, and internet-connected devices, making it ideal for remote or hybrid working. Calls can be directed to your team wherever they are, so customers always get through. This flexibility ensures your business stays responsive even when staff are working from home or on the move.
Yes, most professional call routing systems integrate with popular CRM platforms like Salesforce, HubSpot, or Zoho. This allows your team to see caller history instantly, making conversations more personal and efficient. Integrations also mean all your customer data flows smoothly between systems, giving you a complete view of interactions across calls, sales, and support.
Yes. Advanced call routing software includes detailed analytics that show how calls are being handled. You can see call volumes, wait times, routing effectiveness, and even agent performance. This data helps managers identify bottlenecks, refine rules, and improve efficiency. With B4BC, you also benefit from real-time monitoring and expert support to optimise performance.
