How to Manage Incoming Calls: A Guide to Inbound Call Routing

Last Updated on January 9, 2026

Every missed call represents a missed opportunity.

For small businesses, remote teams, and growing service organisations, how incoming calls are handled directly impacts revenue, customer trust, and brand perception.

When calls ring unanswered, reach the wrong person, or default to voicemail too often, customers notice.

Inbound call routing solves this problem. 

Instead of relying on a single phone line or basic call forwarding, businesses can define rules that control how calls are handled throughout the day.

These rules ensure callers reach the right person at the right time, with minimal friction.

This guide explains how call routing works, why it matters, and how to set up a reliable system with Air Landline.

What is call routing?

Call routing is the automated process of directing or forwarding incoming calls to the appropriate destination within a company.

It often involves software with predefined rules, so that instead of every call ringing one phone endlessly, the system follows a call flow that sends them to the right person or team.

Call routing is used to manage a high volume of calls and reduce wait times. Modern routing systems typically operate over VoIP and SIP trunks, allowing businesses to route calls across multiple devices and locations without being tied to a physical office phone.

At its core, inbound call routing answers one simple question: what should happen when a customer calls your number?

Why call routing matters for businesses

Nowadays, customer expectations have changed.

People expect their calls to be answered quickly and handled correctly.

When they encounter delays, they often disengage and even take their business to a competitor instead.

Call routing helps businesses:

• Reduce missed incoming calls
• Improve response times
• Share call volume across teams
• Maintain continuity when staff are available

Call routing replaces rigid phone systems with a flexible and automated solution.

How does call routing work?

When a customer dials your business phone number, your call management system applies a set of rules to determine how that call should be handled.

A typical routing process follows this sequence:

1. A customer dials your business number.
2. The call enters your routing system.
3. The call follows a predefined route.
4. The call reaches the correct destination.
5. If unanswered, fallback rules apply (eg, send it to voicemail, a backup number or an alternate route)

The whole process happens automatically; staff do not need to forward calls manually or intervene.

Unlike basic forwarding, routing allows businesses to update rules at any time without disrupting service.

Teams can adjust how calls are handled as working patterns, staff availability, or operating hours change.

Call routing vs. call forwarding

Most people often interchange call forwarding and call routing, but they solve different problems.

Call forwarding sends calls from one phone number to a single destination.

It works when one person needs to receive calls on another device, but it offers no flexibility.

Every call follows the same path, regardless of time, availability, or purpose.

On the other hand, call routing uses rules to control how incoming calls are handled.

A call can ring different people depending on business hours, availability, or the type of enquiry.

If a call is not answered, it can follow a backup route instead of immediately ending in voicemail.

Think of it this way: Forwarding handles absence. Routing manages service continuity.

As call volume increases or teams become more distributed, routing provides control that forwarding cannot.

Common call routing strategies

Different businesses require different routing approaches.

Below are the most common strategies used to manage incoming call traffic effectively:

Time-based routing

Time-based routing directs calls based on business hours. 

For example, during working hours, calls ring team members or departments.

Outside those hours, calls are routed to voicemail with a recorded message explaining when the business will reopen.

This ensures that customers receive a response even when the business is closed.

Skill-based or department routing

Skill-based routing sends calls to specific teams based on purpose. For example, sales enquiries go to sales teams, while support calls reach customer service.

This approach reduces transfers and ensures callers reach someone equipped to help.

Simultaneous and sequential routing

With simultaneous routing, multiple devices ring at the same time until someone answers.

Sequential routing rings devices in a set order, such as a primary contact followed by a shared team phone.

Both methods reduce missed calls while allowing businesses to prioritise certain roles.

Round-robin routing

Round-robin routing is a form of sequential routing that distributes incoming calls evenly across multiple team members.

Instead of ringing the same person first, each new call is sent to the next available user in the sequence.

This works best for large call centres, sales teams, and support desks where staff workload needs to be shared fairly.

Location-based routing

Location-based routing directs calls to staff based on location and/or availability.

This works best for distributed or remote teams handling customer service enquiries from different regions.

Caller ID and number-based routing

Caller ID routing uses information from the incoming number to determine where a call should go.

Businesses can prioritise known customers or route specific numbers to dedicated teams.

Shared number routing

Shared numbers allow multiple staff to answer calls from one phone number.

The routing rules ensure calls reach available team members without exposing personal numbers.

How to set up your own call route

Setting up a call route starts with deciding what should happen when someone calls your business and what should happen when the call isn’t answered.

Here’s a simple call route to start:

1. Define business hours.
2. Assign primary and backup recipients.
3. Create fallback rules for unanswered calls (eg, configure voicemail handling).

By creating a clear routing structure, you ensure consistent service and reduce reliance on manual call handling.

Common mistakes when setting up call routes

Even simple routing setups can fail if key details are overlooked.

Here are some mistakes to watch out for:

1. Sending too many calls directly to voicemail. While voicemail is useful, setting it to default mode increases missed opportunities.

2. Failing to create fallback rules. If a call goes unanswered and no backup exists, the call simply ends. Remember to ensure calls always have a next step.

3. Overcomplicating routes. Too many conditions can confuse both staff and callers. Having a clear, predictable call flow works better than complex logic.

4. Forgetting to review routing rules, especially as teams grow or working hours change. Routing should evolve with the business, not remain static.

Audit your call routes from time to time.

How Air Landline simplifies inbound call routing

Besides providing a virtual phone number, Air Landline allows businesses to manage call routing by setting clear rules around when calls should ring, who should receive them, and what should happen if no one answers.

With Air Landline, businesses can create multiple call routes for different scenarios instead of relying on a single forwarding rule. 

For example, an in-hours route can forward incoming calls to a team member or group during business hours, while an out-of-hours route sends calls directly to voicemail.

You can also set business hours within the system, wherein calls automatically follow an appropriate route – no manual change needed.

Air Landline also supports fallback handling. 

If a call is not answered within a set time, it can be forwarded to another number or sent to voicemail.

This reduces missed calls and avoids constant call forwarding.

All routing rules are managed in one place, allowing businesses to maintain a single business phone number while controlling how calls are handled throughout the day.

This makes it easier to deliver consistent service, even as teams grow or working patterns change.

FAQ

The takeaway – Inbound call routing

Effective call routing gives businesses control over how incoming calls are handled, ensuring customers reach the right person without delays or confusion.

Instead of relying on basic call forwarding or outdated phone systems, modern routing allows teams to manage calls intelligently and scale with confidence.

With Air Landline, businesses can design flexible call flows, route calls across devices and teams, and deliver a better customer experience – all while keeping their phone system simple and reliable.

Start your Air Landline trial today.