A Guide to Setting Up Unified Routing for Exceptional Customer Service in Microsoft Dynamics 365

A Guide to Setting Up Unified Routing for Exceptional Customer Service in Microsoft Dynamics 365

In today’s global business landscape, providing exceptional customer service is essential for any company to thrive and remain competitive. However, managing customer inquiries, requests, and complaints can be challenging, particularly when operating across multiple channels like email, phone, chat, and social media.

To ensure high customer satisfaction, it is crucial to direct incoming service requests to the appropriate customer service agent. Though improving routing can be overwhelming, Microsoft Dynamics 365 Customer Service offers unified routing capabilities that can enhance specific aspects of your process without disrupting your organization as a whole.

Unified Routing in Microsoft Dynamics 365 Customer Service

Unified routing is a sophisticated, scalable routing and assignment capability that uses machine learning to direct incoming work items to the most suitable queue and agent. It matches the work item requirements with the agent’s capabilities to ensure optimal matching.

The unified routing infrastructure facilitates the routing of service requests across all channels, providing a holistic view of workforce utilization. This ensures an optimal distribution of work across the workforce. By routing work items consistently and uniformly across all channels, it operates in a true omnichannel manner. Before assigning new work to agents, it takes into account their engagement on various channels.

Setting up Unified Routing in Microsoft Dynamics 365 Customer Service

To begin using Unified Routing in Microsoft Dynamics 365 Customer Service, you can follow these steps:

1. Open the Customer Service Hub app and select Service Management from the bottom left menu.

2. Click on the Unified Routing option and select Add in Record Routing.

3. Choose Case as the Record Type

4. Create a new workstream by clicking on Create Workstream.

5. Provide the workstream a name as Case Workstream and select Push or Pull as the routing method.

6. Build a Work classification ruleset by clicking on Create ruleset.

7. Give the name Route Cases, and pick Manual Assign.

8. Create a rule to classify cases based on specific criteria, such as the customer type or issue severity, and assign a corresponding skill to the case.

9. Create an Intake rule with the name Case Intake to direct incoming cases to the workstream created in step 4.

10. Assign the default skill matching algorithm to ensure that cases are assigned to agents with the necessary skills and proficiency level.

As you become more familiar with the feature, you can explore more advanced routing capabilities, such as using machine learning models to classify cases or creating custom algorithms to match cases with agents based on additional criteria.

Benefits of using Unified Routing in Microsoft Dynamics 365 Customer Service

1. Increase customer engagement by assigning the most apt agent

To assign the incoming service requests to the most apt agent, unified routing considers both the static and dynamic characteristics of the workforce. It uses various aspects of incoming work and matches them to the attributes of the agents, such as their skills, proficiency, or location, to ensure that customers are connected with the most pertinent agent.

2. Improve contact center performance with skills-based routing

Skills-based routing is an asset for managers in the customer service industry. This feature consolidates queues and reduces the need for constant monitoring. Work items are automatically directed to agents based on their proficiency levels and skill sets. This method ensures that customers are paired with agents who are best suited to resolve their issues, resulting in increased customer satisfaction and loyalty. Additionally, agents benefit from this routing strategy as they are assigned tasks that align with their expertise, promoting higher engagement and job satisfaction.

3. Optimize operational efficiency with unified routing diagnostics insights

Using unified routing, granular diagnostic traces can be generated. It allows an organization to analyze the entire work assignment process, from classification and routing to prioritization and assignment. With this information, organizations can identify bottlenecks and inefficiencies in the system and make informed decisions on how to optimize the process for better performance.

4. Enhance employee engagement by using omnichannel work distribution

Unified routing offers an automated work distribution service that reduces the need for constant queue monitoring and manual work assignment. Additionally, it provides real-time presence and enhanced capacity management for agents working across all channels. This ensures that agents are not overburdened with work beyond their capacity or working hours.

5. Prioritize the work to boost services

Unified routing can aid in work prioritizing. Work prioritizing can be segmented on various criteria, such as customer priority, service level agreements, time of the request, etc. This ensures that high-priority work is addressed first, leading to improved customer satisfaction and meeting business objectives.

6. Higher ROI

By improving customer satisfaction and loyalty, Unified Routing can lead to increased revenue through repeat business and positive word-of-mouth referrals.

7. Refine routing accuracy by implementing multi-level classification

With unified routing, you can automate and streamline the classification process for incoming service requests. This can involve several tasks, such as identifying the type or category of the request, determining its severity or priority, and identifying any related records or previous interactions with the customer. By automating these tasks, unified routing can help to improve routing precision and reduce the workload for customer service agents.


Unified Routing is an intelligent solution that enables organizations to achieve greater customer satisfaction and engagement, ultimately leading to increased profits. By automating the routing process and utilizing AI and business rules, Unified Routing ensures that customer inquiries are directed to the appropriate team or agent, resulting in quicker resolution times and higher customer satisfaction rates. DynaTech has collaborated closely with Microsoft Dynamics 365 Customer Service in this area. Contact DynaTech Systems at sales@dynatechconsultancy.com for further information on unified routing.

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