Smart Routing: Automatically Identify Customer Enquiries
Automatically capture incoming requests from email and telephone, then assign them to the relevant case. This prioritises critical cases immediately and routes every request to the right processing queue.
Industry
Retail, Services, Energy, NGOs, Public Administration
Business Unit
Customer Service
Data Sources
Email, Telephone, CRM
01 · Initial Situation
Unclear Assignment Wastes Time Before Processing Even Begins
In an online shop’s customer service department, enquiries arrive via email and telephone, often peaking during promotional campaigns or around public holidays. Delivery delays, returns, complaints or invoice queries: before an issue can be resolved, someone needs to read or listen to the enquiry, identify the case type and route it to the right team. This manual pre-sorting uses up capacity precisely when volumes are at their highest. In critical cases – such as an imminent cancellation deadline or an escalated complaint – it also means that important enquiries remain in the general queue instead of receiving priority handling.
02 · How the AI Works
Every enquiry becomes a structured, prioritised case
Smart Routing identifies, categorises and automatically directs every enquiry to the right place.
01 · Recognition
AI reads emails and analyses telephone calls through transcription. It identifies the content, intent and context of each enquiry, regardless of phrasing or channel.
02 · Categorisation
Each enquiry is assigned to a case type, such as delivery status, return, complaint, invoice or contract amendment. Multiple issues within a single enquiry are also identified individually.
03 · Prioritisation
Critical cases, such as an impending cancellation deadline or an escalated complaint, are identified automatically and prioritised. Rather than remaining in the general queue, they are routed directly to the responsible team.
04 · Routing
The enquiry is routed to the appropriate processing queue. For standard cases, the system also provides suitable response suggestions or knowledge articles that the team can use directly.
03 · Example Output
From Enquiry to the Right Queue in Seconds
A customer sends an email asking about a delayed delivery while also disputing an invoice.
Request 1: Delivery Delay
Case: ABC34567_x
Order Date: 12 July 2026 | Order Number: 12072026-1
Status: Critical | Priority: High
Owner: Logistics
Request 2: Invoice Complaint
Case: KLM567_y
Order Date: 7 July 2026 | Order Number: 07072026-3
Status: normal | Priority: medium
Owner: Billing
Illustrative example generated from an email and CRM data.
04 · Insight
Trust Is Built Through Every Small Customer Enquiry
In online retail, trust is rarely determined by a major complaint, but by the many smaller enquiries in between: Where is my order? Why is the invoice incorrect? When will I receive my refund? Each is straightforward in isolation, but together they account for the largest share of enquiry volume.
Without automated allocation, the order in which enquiries arrive in the inbox determines which one is handled first – rather than the customer’s actual urgency. Smart Routing turns this order into a deliberate decision. The result is a service that remains just as consistent during high volumes as it does on quieter days. It also enables the team to focus its attention on enquiries that genuinely require consideration, such as a request from a long-standing customer.
Components Used
OCR Tools
OCR Tools
Capture documents automatically, use data directly: with AI-powered optical character recognition (OCR), you extract content from any documents and integrate it into your processes without manual effort.
Intelligent Document Processing
Intelligent Document Processing
Automatically extract relevant data with AI-powered document processing, classify content and transfer it directly into your processes.
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