How to deflect inquiries to lower-cost channels
Bird
28 Oct 2022
Customer Success
1 min read
Key Takeaways
Voice calls are the most expensive support channel, yet most customers prefer messaging apps—they simply don’t know the option exists.
Contact centers become overloaded when callers default to voice, increasing wait times and reducing customer satisfaction.
Deflecting voice calls to lower-cost channels like WhatsApp allows agents to handle 3–5 concurrent conversations instead of one.
Historically, automation was hard to implement, but Flow Builder now empowers non-technical teams to build sophisticated cross-channel flows.
A simple deflection workflow: catch the incoming call, play a message, capture user input with IVR, and shift the conversation to messaging via a WhatsApp template.
Smart deflection can incorporate data-driven logic—customer value, wait times, CRM lookups, and prioritization rules.
Once deflected, agents can reply from a unified chat interface without switching systems.
Organizations can combine any number of data sources and actions—Flow Builder is flexible enough to support complex automation strategies.
Q&A Highlights
Why are voice calls considered the most expensive support channel?
Voice requires one-to-one attention—agents can only handle one caller at a time, making it the costliest in terms of staffing and operational overhead.
Why do customers still default to calling even if they prefer messaging?
Because many users simply don’t know alternative channels exist. Messaging isn’t always advertised or integrated into the initial support journey.
How does deflecting calls reduce operational costs?
Messaging allows a single agent to manage multiple conversations concurrently, lowering per-interaction cost and improving overall throughput.
What makes messaging a better experience for customers?
Shorter wait times, asynchronous convenience, and the ability to multitask while waiting for replies—without being stuck on hold.
Why wasn’t this commonly implemented before?
Automation tools used to require specialized telecom engineering, custom infrastructure, and high development costs—barriers Flow Builder removes.
How does Flow Builder simplify communication automation?
It provides a visual interface where teams can build logic, trigger workflows, pull external data, and automate actions across channels with no engineering required.
What is the first step in building a call-deflection flow?
Catch the incoming call by assigning it to a purchased number in Flow Builder, enabling the system to react when the call comes in.
What kind of message should be played to callers?
A clear, helpful automated voice message asking whether they would prefer to switch to WhatsApp (or another messaging channel) by pressing a key.
How do you route the caller based on their keypad selection?
Use an IVR step to branch the flow depending on which number the caller presses, allowing full customization of the path.
How is the conversation transferred to WhatsApp?
Send a WhatsApp HSM template to the caller, which initiates the chat and moves the conversation to the messaging channel.
Where do agents handle the deflected conversation?
From the unified chat interface—letting them manage all channels (voice, WhatsApp, SMS, etc.) inside their CRM without switching systems.
Can these flows become more sophisticated?
Absolutely. Businesses can combine CRM data, purchase history, wait-time estimates, and other inputs to auto-prioritize or segment callers in real time.
This post is part of a series on optimizing customer support operations. In it, we explain how to divert incoming requests to lower-cost channels to reduce customer service costs. Discover more ways to improve customer service efficiency by reading the full guide here.
Support calls are driving up your costs, while they might be hurting your image
When we ask customers which support channels they spend the most on, voice calls continuously appear at the top of the list. Yet, customers don’t want to be on the phone. It is the quality of the response they are after when they try to get in touch with a human. The problem is that they are often not aware of alternative support channels. While two-thirds of consumers have indicated, they prefer to reach brands on messaging apps.
What ends up happening is consumers default to voice, overloading contact centres with inquiries on their most expensive channel. And because reps can only have a single call at a time queues fill up resulting in longer waiting times. One of the easiest ways to address this problem is to deflect inquiries to lower-cost channels. On messaging channels, a rep can handle 3-5 concurrent conversations, compared to the single voice conversation.
Why isn’t everyone doing this already?
Catch the incoming call
The simplest way is to catch an incoming call is to use a call trigger. Make your you have bought a number - as soon as you do it will show up in the number selector on the right.
If you pick a number and hit publish you’re ready to start receiving calls. But let’s continue to make it a bit more interesting.
Play a voice message to the caller
We are keeping it simple here and will be going straight into the voice message. If you want you could run some additional logic here. For example, you could check the number of purchases a customer has made and prioritize your bigger customers or pull an estimated waiting time from your call queue.
Use the say step to play an automated message. The step provides some customization options in case you are looking to use a different language or want to change the voice.
In this case, we ask the user to indicate whether they would prefer to be contacted on WhatsApp as the next agent becomes available by pressing 1 on their number pad.
Route the flow based on the caller’s input
Using the IVR step you can add branches to handle the input response. We are just adding the single branch for users who want to be contacted on WhatsApp for now, but you can add as many branches as you like.
Transfer the conversation to a different channel (in this case WhatsApp)
To initiate the conversation on WhatsApp we send out a template message using the WhatsApp HSM step. The conversation can now be picked up by your agents from their chat interface.
If you are looking for an easy way for your reps to talk to customers across all channels without leaving their CRM. Send us a message here and we’ll be happy to help you set it up.
Feel free to reach out!
Keep in mind, this is just a simple example of how it could work in the real world. We have seen people combine all sorts of data sources, third-party services, and channels. Sky's the limit.
If you have a problem that could be optimized with communication automation we would love to talk to you. Feel free to reach out to us, and we can set up some time with a product expert to help you flesh out your ideas.
