What Is an Automatic Call Distributor (ACD)?

What Is an ACD?

ACD stands for Automatic Call Distributor.

An Automatic Call Distributor (ACD) system is a telephony or communications device that answers and distributes incoming contacts to a specific group of contact centre advisors within an organization.

ACDs have two main functions.

• Firstly, if there are no calls queuing, the ACD will route the call to the advisor who has been waiting for the longest time.
• Secondly, if there is a queue, the longest-waiting caller will be routed through to the next available advisor.

While the first ACDs could only pass a call on to the next available advisor, the technology has developed to cover a number of different channels and can route contacts based on a number of different factors.

For example, ACDs can allow for a priority queue, with its algorithm distinguishing between high- and lower-value customers. This means that these different categories of customer would be placed in different queues, with high-value customers not having such a long hold time.

These factors typically include customer data, advisor skills and advisor availability; however, purpose of calling could also be a factor if the ACD is integrated with the IVR.

Another integration that helps to maximize the potential of an ACD is to integrate it with your CRM system and screen pop. This is because the ACD is not all about routing, it also contains valuable data, which – when integrated with these technologies – can better inform advisors during calls.

Author: Robyn Coppell