Configuring Routing Rules

Routing Rules in Qualified ensure your visitors are chatting with the right sales reps on your team quickly and efficiently.

In this guide we'll walk through both the default and custom routing rules and how to configure them to fit your business and routing needs.

Routing Rule Basics

Routing Rules use visitor information to determine which reps should see and engage with each visitor. These rules are ordered and work similar to how Experiences in that visitors will always be routed based on the top-ranked rule they match.

Within each routing rule is a set of filters that define a specific set of visitors and which reps are responsible for them. These rules can be created using visitor field information, Salesforce information, location data, data enrichment information, or certain UTM parameters. 

Filters in the routing rules.

Route to Outreach Owner or Email Sender

Qualified integrates with Outreach to allow for you to easily alert your sales team to visitors clicking through their Outreach emails and route to the email senders or prospect owners.

To configure Outreach routing rules open up your routing and edit any rule to see the option shown below. Select to turn this rule on to make it active and configure the options shown.

Turn on Outreach routing rules to configure in Qualified.

Configure your Outreach routing rules to route the visitor who has clicked through Outreach to the email sender, the prospect owner, or alternative you can route to both users. Qualified will match the email sender or prospect owner using the email address within Outreach to know which Qualified user to route to.

Next, configure fallbacks if those users are unavailable as well as who Outreach visitors should book a meeting with if the email sender or prospect owner are not available in Qualified.

Outreach routing rules.

Route to Salesforce Owner

When the Route to Salesforce Owner option is checked, we’ll attempt to first route that visitor to their existing Lead, Contact, or Account owner. Once a website visitor matches a routing rule’s filter criteria, we will check to see if the visitor is an existing Lead or Contact in Salesforce. Qualified will determine this automatically based on the visitor’s cookies or from gathering an email address from a form or earlier within the chatbot Experience. When the system determines that the visitor is associated with an existing Lead, Contact, or Account record in Salesforce, we'll look in Salesforce to see who the owner of that record is. If we find that the owner of the record in Salesforce is a user in Qualified via their personal Qualified <> Salesforce connection, we'll automatically route the conversation to that rep if they are online. If they are not online, or the “Route to Salesforce Owner and the Reps below” option is checked, the visitor will be routed to the reps defined in the fallback section at the bottom of the rule.

Salesforce ownership within routing rules.

You can disable routing to the Salesforce owner depending on your needs or remove the option to book a meeting with the Salesforce owner. If this rule is turned off we'll no longer look for the Salesforce owner and will follow the rules defined in the below Route to section.

Routing with Salesforce Lead or Contact Owner turned off.

In some cases, you may want to route to both the Salesforce owner and the reps defined in the fallback section, even if the Salesforce owner is available.

If you select to route to the Salesforce owner and other sales reps, this gives you the highest chances of someone picking up the chat when it is requested by the visitor.

Routing to Salesforce owner and other reps.

First Available vs Round Robin Routing

Within the each routing rule you have the option to choose between "First Available" or "Round Robin" when routing. Let's dig into how each works and what to consider when building your rules:

First Available

Selecting first available in the routing configuration will simultaneously alert all reps that are in the user routing below. This means that the conversation will route to all reps defined within the rule at the same time. The first rep to start a conversation with the visitor will claim them, making them unavailable for conversation with the other reps on the team. We generally recommend using first available routing. The benefit here is that it provides the maximum incentive for reps to start conversations with inbound website visitors as quickly as possible. This ensures that the website visitor has the best possible experience and can create an atmosphere of healthy competition among the team of reps. First available is selected by default, as shown below:

Routing to first available rep.

Round Robin

Selecting round robin in the routing configuration will route a visitor to only one rep at a time. Qualified will choose one rep that is online at a time and give the conversation to that one person. 

Note that this is not a true round robin in the traditional sense as each rep is selected randomly, meaning that the same rep could be randomly selected more multiple times in a row.

This may seem more "fair" to your sales representatives because they may have an equal opportunity to have the same number of conversations as their colleagues. However, it can present additional problems, particularly for reps who may be busy at the moment a chat arrives, or might have walked away to get a cup of coffee. In this case, a website visitor is trying to have an inbound conversation with a person who is unresponsive. If the rep does not pick up the chat in time the visitor may be shown the meeting booker when they could have had a live conversation with another available rep on your team.

Routing to All Users, Specific Users, or Groups

Whether or not you select first available routing or round robin routing, Qualified is going to route the conversation to all users, a specific user, or a customized group of users. That selection can be made by simply choosing all, a group, or a specific user from the picklist, as shown here:

Selecting who the conversation is routed to within the default routing rule
Selecting specific users or groups to route to.

Removing fallback

In some cases, you'll want certain visitors to only be routed to the owner of the Account, Contact, or Lead and no one else. In these cases, remove any fallback action from your default routing rule. This can be useful when a visitor should only chat with and book meetings with their record owner.

To remove the fallback, edit your routing rule and remove any fallback option by clicking on the 'x' next to the fallback as shown below.

Removing the fallback in routing.


Routing rules define how conversations get routed to specific reps, groups of reps, and how the system functions based on rep availability. In this guide we have covered the basics of conversation routing with routing rules.

Next Steps

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