A Complete Guide to ACD: Automatic Call Distributor?

Automatic Call Distributor

Last Updated on June 18, 2024 by Team Experts

An automatic call distributor (ACD) is a telephony system that routes the calls to best suited agents in the shortest time span possible. ACD helps the businesses streamline their inbound calling operations by predefining business rules and route each caller to an expert, delivering unique customer experience. 

Automatic Call Distributor is typically used in the following scenarios in a call center:

  • When the call traffic is too high
  • When you want to route premium callers to best available agents without any delay
  • When you want to handle after-business hours inbound calls

How does an ACD work?

ACD relies on predefined routing rules such as skill-based routing, persona-based routing, preferred agent routing, to route each interaction via multiple channels to the right agents. The routing rules are configured on the basis of IVR selection, business hours, location, customer sentiment, historical interactions, purchase behavior, ticket/interaction priority, etc., to let each caller find the best solution for their problems. 

With an effective ACD algorithm, businesses can significantly increase their First Contact Resolution (FCR), Customer Satisfaction (CSAT), and customer experience.

Sure Shot Benefits of Automatic Call Distributor

While ACD helps the businesses channelize inbound call traffic programmatically, ACD has its own set of benefits that you should consider.

Immediate Response to Callers

Now, each customer has a unique demand from your brand and you cannot provide a one-size-fits-all solution. Let your customers reach the most skilled agent with a smart routing algorithm. Rapid response to premium customers drives customer loyalty towards brands, so it’s a win-win for both the customer and the businesses alike.

Increased Team Efficiency

Automatic call distribution strategy will help you increase your business productivity and team efficiency.


Let’s consider a situation where agents’ time is utilized optimally without burdening some of them with more calls while the others are sitting idle. ACD routes the calls on various parameters such as agents’ availability, round robin, FIFO, etc., that utilizes agents’ efficiency. If Agent A is sitting idle for 5 minutes and Agent B is wrapping up another call, ACD will automatically route the next call to Agent A, ensuring that Agent B gets some breathing space.

Routing Calls Flawlessly

Sometimes the caller might land in the wrong campaign, queue, or department. Not the agents can internally route the call to the right customer service department with a complete context using campaign level routing to ensure that the callers do not have to repeat their queries.

The call will be routed to the relevant department with call notes, previous interaction history, and dispositions. Strategizing the campaign level routing helps the agents to gather the context with a quick glance which further eliminates the need for asking the caller to repeat about their grievances or concerns.

Reduced Costs for Call Centers

With ACD, you can respond fast to each call. This increases agents’ efficiency and in turn the average handling time for each call decreases. For instance, if you set the routing algorithm for the calls to be routed to IVR after 9:00 PM or configure a pin code to route the calls to English speaking agents, the caller won’t have to struggle to reach the right agent and the first call resolution increases automatically.

This will reduce the time taken to answer a call and reduce the call center’s cost-per-call.

ACD Features to Power Up your Customer Experience Strategy

On top of the benefits that we have mentioned above, ACD has these features that will get the ball rolling for your brand without any hassle.

Real-time Monitoring & Reporting

Supervisors can get insight into agents’ productivity with a comprehensive ACD Call Report which will help them define their routing strategies or algorithms based on historical data. In addition to that, supervisors can also keep track of agents’ performance such as adherence to the script, language proficiency, average handling time, ability to resolve queries, etc., to further define the routing strategies.

For instance, Freud, an agent can perform really well for queries related to credit card issuance, but has limited knowledge of debit card policies. The supervisor can jump in on a live call to analyze his performance and route the calls dedicated to credit card services. This will ensure that his expertise is used optimally.

Routing Calls to Multiple Locations

Detect the caller’s location using DNIS (Dialing Number Identification Service) to route the call to agents situated in that location to provide a more native experience to the caller. With smart location detection technique, you can provide your callers a customized experience according to their needs.

If a customer is calling from Hyderabad, you can route the call to the agents that are either based out of Hyderabad or have local language fluency to provide the caller with an experience that they won’t forget for life. 

Queue Position Announcement

During high call volume hours or peak hours, you can let the caller know their queue position and also provide them with an option to receive a callback from the next available agent. This will ensure that the caller is not waiting in the queue for long.

You can also allow the caller to hold their queue position without having to stay on the phone using Virtual Queue Pass (VQ Pass). This way, you are informing the caller that their call is important but due to the surge in call volume, your services can be delayed. 

Also read: Privacy and Security: What is the difference?

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She has over 7 years of experience writing about technology, education, digital marketing, general and business. Her experience in the tech industry (fieldengineer, wowtechub, techsprohub, techinfobeez) has taught her how to write engaging, informative content that makes complex issues accessible to a wide audience. Follow her on Linkedin

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