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The telephone remains an essential channel in customer relations, even in the age of digital interfaces and artificial intelligence. However, as the volume of incoming calls continues to grow, companies must reorganize intelligently the routing of calls. In everyday language, the terms "call forwarding" and "call redirection" are often used interchangeably. Yet, they correspond to very different practices. Making the distinction between the two helps to set up a clearer, more effective call handling strategy, better adapted to real-world needs.
Call forwarding, also known as call transfer, is a basic feature offered by telecom operators. It allows you to automatically redirect an incoming call to another number or extension, usually after the call has first rung on the original line. It’s a simple way to make sure a call doesn’t go unanswered, especially for employees who are absent or on the move.
There are several types of call forwarding:
While convenient for ensuring service continuity, this feature quickly shows its limits in a complex business environment. It does not allow you to distinguish between priority calls, offer a tailored digital journey, or integrate with customer relationship management tools. Each user can activate call forwarding individually, which provides a certain individual flexibility but limits the ability to track and organize calls on a broader scale.
Call deflection, also known as "call diversion," goes beyond a simple transfer. Unlike call forwarding, it intercepts the call before it reaches the originally dialed number, redirecting it directly if needed to the right department or contact. It’s a smart way of handling incoming calls by routing them based on criteria such as time, caller profile, request type, or the originating channel (phone, website, app...).
This technology relies on intelligent routing systems capable of analyzing this data in real time to guide the call to the right destination. But deflection is not limited to the telephone: it is part of an omnichannel logic. When an incoming call can be handled more quickly or efficiently through an alternative channel, the system can propose redirection to a chatbot, an AI agent, an interactive FAQ, or an online form. This strategy helps unclog phone lines while ensuring fast responses to simple requests.
Deflection can be triggered automatically (for example, through a visual IVR) or offered to the customer during their journey. Its greatest strength is its flexibility: it can intervene before the call is answered, during the waiting time, or even after a first interaction with an advisor. By optimizing the use of each channel, it improves first call resolution, reduces the workload of teams, and streamlines the entire customer journey.
This approach enables companies to route each call to the most relevant channel, depending on the context and customer needs. By leveraging tools connected to internal systems, it supports real-time management that is smoother, more responsive, and better suited to each customer situation.
Although both aim to redirect incoming calls, call forwarding and call deflection follow very different logics:
Call forwarding relies on traditional telephone infrastructures. The call first passes through the original line before being redirected, which can introduce a slight delay. In contrast, call deflection is based on more advanced technologies, such as VoIP (which transmits voice over IP-compatible networks), enabling faster and more direct routing without going through the initial line.
With call forwarding, the caller may hear several rings before the call is redirected. This can extend the response time. Call deflection, on the other hand, enables almost instant redirection, improving both the flow and the perception of service.
Call forwarding is a simple feature, often activated at the individual level, that redirects a call to another number according to a predefined scenario (busy line, no answer,...). It is a straightforward solution that works with fixed rules without considering the caller’s context or intent. Call deflection, on the other hand, is based on a dynamic and contextual logic. It allows the definition of more precise rules depending on multiple criteria (time, origin, type of request) and routes the call to the most relevant channel or contact (omnichannel logic).
Forwarding is generally activated at the individual level and operates in isolation. Deflection is integrated into a unified management platform, providing a centralized view of call flows, multi-site coordination, and real-time adjustments.
In an evolving environment, forwarding offers little room for maneuver. Deflection, however, is designed to adapt to business growth, absorb volume spikes, and maintain consistent service quality, while facilitating continuous analysis and optimization of customer journeys.
Before deciding between call forwarding or call deflection, the company must ask itself the right questions.
The higher the volume, the more relevant call deflection becomes to streamline flows, distribute workload efficiently across teams, and avoid congestion on traditional channels.
In this case, the complexity of routing requires a more adaptive solution than forwarding. Deflection makes it possible to create personalized journeys, better suited to each situation.
Forwarding is suitable for organizations looking for a quick and low-cost solution to implement. Deflection requires more resources upfront, but its return on investment is often higher thanks to automation and streamlined workflows.
If the company relies on customer experience as a lever for differentiation, deflection becomes a key asset. It ensures fast, contextualized routing, which is a guarantee of satisfaction and long-term loyalty.
In a context where seamless journeys, responsiveness, and personalization have become the norm, companies must rethink the management of their incoming calls. Whether it is about ensuring simple service continuity or building a tailor-made customer experience, each organization must choose the solution that best aligns with its challenges, resources, and level of technological maturity. Between simplicity of execution and orchestrated complexity, there is no one-size-fits-all solution: it depends on having a clear vision of priorities and objectives to be achieved.
This requires a holistic approach, including an audit of current and future needs, an analysis of existing call flows, and an assessment of available resources. A hybrid approach can also be relevant: it allows companies to combine forwarding and deflection depending on the specific requirements of each service or department.
