If your sales team is tired of missed calls, wasted time, or leads getting bounced around, automated call routing can help. This guide is for sales managers, ops folks, and anyone who wants smoother handoffs without babysitting the phones. We'll walk through setting up automated call routing in Novocall, explain the real-world pros and cons, and share what actually matters (and what doesn't).
Why bother with automated call routing?
It’s simple: speed matters. When a hot lead calls, you want them talking to the right person—fast. Manual routing is slow and messy. Automated call routing connects callers to the right sales rep based on rules you set (like region, product, or rep availability).
But let’s be real: not every feature is worth using, and you can absolutely overcomplicate things. We’ll stick to what actually works.
Step 1: Get your basics sorted
Before you even log in, make sure you have:
- A Novocall account with admin access (you’ll need this to set up routing rules).
- A clear idea of your sales routing logic: Who should get which calls? By territory? By product? Round robin? Write it down.
- Your team’s info: Names, numbers, work hours, and backup contacts.
Pro tip: Don’t try to automate edge cases right away. Start simple. You can always add complexity later.
Step 2: Log in and find the call routing settings
- Log into the Novocall dashboard.
- In the sidebar, look for something like "Call Routing," "Call Flows," or "Team Settings." (Novocall’s menu labels change sometimes, but you’ll find it under call management.)
- Click into the call routing or call distribution section.
If you’re poking around and can’t find it, use the help search bar or check their knowledge base. Sometimes features are hidden behind a plan upgrade—don’t burn an hour hunting for something you don't have access to.
Step 3: Add your sales reps as agents
Every rep who should get routed calls needs to be set up as an “agent” in Novocall. Here’s what to do:
- Find the “Agents,” “Team Members,” or similar section.
- Add each sales rep:
- Name
- Phone number (cell or VoIP works)
- Email (optional, but helps with notifications)
- Working hours (if you want routing to respect schedules)
- Assign them to the right teams or groups (if you use them). For example, “Enterprise Sales” or “West Coast Team.”
Reality check: If your reps work odd hours or travel a lot, ask them to keep their profiles up to date. Out-of-date info is the #1 reason calls get misrouted.
Step 4: Choose your routing method
This is where most teams overthink it. Novocall gives you a few main options:
- Round Robin: Calls get distributed evenly among reps. Easiest to set up—good for general inquiries.
- Simultaneous Ring: All reps’ phones ring at once; whoever picks up first gets the call. Fast, but can be chaotic.
- Weighted Distribution: You set higher/lower call percentages for each rep (e.g., senior reps get more).
- Skill-based or Rule-based: Route based on criteria like product, language, or territory.
How to choose:
- If your team is small or you want fairness, start with Round Robin.
- If speed is everything (and you don’t mind reps fighting over calls), go with Simultaneous Ring.
- If you have specialists, use Rule-based, but keep rules simple at first.
Set your routing method in the call routing settings. You’ll pick the team or group, then select the routing logic.
Step 5: Set up your routing rules
This is where you tell Novocall what to do with incoming calls. Depending on your plan, you’ll see options like:
- Business hours: Only ring during certain times; send to voicemail or an overflow line after-hours.
- Caller location: Route based on caller’s area code or country.
- IVR/Press 1 for Sales: Have a greeting and let callers pick a department (optional, but adds complexity).
- Fallbacks: What happens if no one answers? Voicemail, another team, or a manager’s phone.
Keep it simple: Start with basic rules. For example: - During 9-5, ring the sales team using Round Robin. - After hours, send to voicemail or a shared cell phone.
What to skip for now: Fancy IVRs, tons of menu options, or complex escalation chains. They sound cool but frustrate callers if not set up perfectly.
Step 6: Test your routing setup
Before you unleash this on real leads, run through it yourself:
- Call your tracked Novocall number from your cell.
- Try calling during business hours, after hours, and from different area codes if you can.
- Check:
- Does the right phone ring?
- What happens if no one picks up?
- Are voicemails or missed call notifications working?
Pro tip: Have a teammate or friend help out. Sometimes your own number gets treated differently (e.g., if it’s whitelisted).
If something’s off, double-check agent settings, time zones, and the routing rules. Most issues are typos, wrong hours, or reps marked as "unavailable."
Step 7: Roll it out and monitor
Once it’s working, let your team know:
- Share a quick cheat sheet or Slack message about how calls will be routed.
- Remind them to update their status/hours if they’re unavailable—otherwise calls get stuck.
- Monitor the first week. Novocall’s analytics can show missed calls, answer rates, and routing logs.
Don’t panic over the first hiccup. It takes a week or two to smooth out. If you get a bunch of complaints from reps or callers, simplify your rules.
What works, what doesn’t, and what to ignore
What actually works:
- Simple routing rules: Fewer moving parts = fewer missed calls.
- Clear fallback options: Always have a backup if no one answers.
- Reps keeping status up-to-date: Otherwise, routing rules are useless.
What doesn’t work (in practice):
- Overly complex IVR menus (“Press 8 for our fax number!”). They annoy callers and break easily.
- “Set and forget” mentality. People change numbers, leave teams, or get promoted. Review settings every couple of months.
- Ignoring analytics. If you’re missing calls, dig into why.
What to ignore (for now):
- Integrations you don’t actually use. Connecting every CRM, chatbot, and calendar just creates more points of failure.
- Custom greetings for every rep. Nice in theory—rarely worth the upkeep.
Troubleshooting common headaches
- Calls aren’t routing: Double-check agent numbers and status. Make sure your plan supports the features you’re using.
- Voicemails aren’t delivered: Check notification settings and voicemail destination.
- Caller complaints about hold times: You might need more reps on the team, or simpler routing logic.
If you run into weird issues, Novocall’s support is decent—but have your settings and test call results ready when you contact them.
Keep it simple and iterate
Automated call routing is one of those things that rewards simplicity. Set up the basics, test it, and only add complexity as your team actually needs it. Your future self will thank you for not turning your phone system into a Rube Goldberg machine. If it’s not working, strip it back and try again. The goal: get leads to the right sales rep, fast—without overthinking it.