A NOVEL CALL ROUTING OPTIMIZATION IN AN IN-DIRECT SALES ENVIRONMENT
Fiza Jatoi, Atiya Masood, Syed Muhammad Daniyal · The Asian Bulletin of Big Data Management · 2025
In today's competitive business landscape, call centers are crucial in optimizing direct and indirect sales. While traditional call routing systems assign calls randomly, an intelligent call routing algorithm can significantly enhance sales and customer satisfaction. This research proposes a skill-based routing (SBR) algorithm that prioritizes calls based on past data and assigns them to agents with the highest likelihood of converting inquiries into sales. This approach enhances call center efficiency by reducing call waiting time and ensuring skill-based call distribution. The study includes data analysis, algorithm design, testing, and evaluation through simulated and real-world call center environments. Results indicate that SBR improves sales optimization and resource utilization compared to first-come-first-serve (FCFS) and shortest processing time (SPT) models. The findings highlight the importance of intelligent call routing in boosting indirect sales and reducing average handling time in call centers.