Your Complete Guide to Tags, Directories, and Smart Routing for Curating Customer Experience

17 November, 2021
Your Complete Guide to Tags, Directories, and Smart Routing for Curating Customer Experience

Channelling your customers to the right agent or staff is a little bit like… an ant colony. Which is exactly where CINNOX took its name – with “maaii” meaning “ant” in Chinese. It’s safe to say that we built our system around getting communication from point A to point B the best way possible based on its intended purpose.

Just like in an ant colony, each tunnel is designed for its purpose – one for water, one for food, one for transport, one for storage and so forth. Each designed a certain way regarding slope, width, distance, destination, amount of traffic, direction etc so that it works at optimal performance.

CINNOX uses tunnels too – in the form of features such as corporate tags, staff directories, and smart routing. Each are customisable to create the optimal communication “tunnel” for getting customers to what they want and how they want it delivered.

Here are some of the best features for tunnelling your customers to their destination and curating powerful customer experiences with technology:

Corporate Tags

Corporate tags are a call to action on your web widget – these are options presented to the customer to help connect them to the right person at the end of the “tunnel”. Each tag can initiate either a call or chat, or both, and connects to a specified agent or group of agents (a destination).

Each tag can have a customised icon, and you can make the text about anything you like – from a common FAQ question, to a campaign option, to tutorials, doctor specialisations, or customer orders for products. Clicking “Chat with HR” for example, would connect the chat directly to your HR officer.

Staff Directory

CINNOX has an option to show a staff directory on the web widget. If enabled, this means that customers can start a chat or call directly with a staff member from the public directory. This staff directory is on a secondary layer of the widget, and customers must click the icon to see the list.

Perfect for starting a tutorial with a teacher, calling a GP, or following up a meeting with a particular agent – staff directories allows businesses to get personal with their customers and not hide behind desks or overly complicated communication flows where people are bounced around departments and agents looking for the right person.

Dynamic Directory

The dynamic directory allows certain corporate tags to display based on pre-set conditions such as time, location, or language of the customer. For example, visitors to a site from Australia could see different tags than visitors from Germany; or visitors during the evening time may see different tags than during the morning hours.

Conditional Triggers

Conditional triggers are other settings which help determine what corporate tags will be shown to customers depending on the page they are viewing. Some tags may be activated for specific pages, and deactivated for others. For example, on a careers page – only HR tags would appear, while on the press centre, only press related tags appear.

Smart Routing

While corporate tags and staff directories are also routing customers to the right agent or destination via the web widget, smart routing covers CINNOX’s full omnichannel suite of digital and telecom channels from Facebook Messenger to SMS, and local and international numbers.

CINNOX provides several routing configuration options to create optimal tunnels of customer communication flow across the omnichannel communication suite:

Location routing – customers from certain geographical locations would be routed to specific agents assigned to that destination

Language routing – customers whose browser language is set to the specified language would be connected to agents who speak that language.

Time of day routing – customers who start an enquiry during a certain time period would be routed to the specified agents.

Percentage routing – a certain volume of customers would be routed to specified agents based on the percentage of the total traffic that it is set at. Eg; 70% of enquiries would be sent to agent A, and 30% to agent B.

Sticky routing – this would bind customers to an agent. Any time the customer contacts the business again, their enquiry would be connected to the agent they are bound with.


Pre-chat Forms

Collect all the relevant information you want from a customer with a short form within the widget before launching a chat or call.


The CINNOX web widget can be used on multiple websites or domains, however the branding would be the same (company name, logo, colours etc). This is especially ideal for companies that have multiple domains such as .com and and etc for different markets or business units.

Use Cases

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Scenario 1: Miss Piglet’s Pork Conglomerate

Miss Piglet uses the CINNOX web widget on two of her websites: her e-commerce website for customers, and her corporate website for business partners, investors, and talent. As CINNOX is multi-domain capable, she uses 1 account as a solution for both websites, and finds great value from the conditional trigger feature by showcasing only the most relevant info to her 4 target audiences; customers, business partners, investors, and talent – on the two different websites.

Her e-commerce website has 200,000 visitors per month – 90% are return visitors who regularly purchase pork for home delivery, and 10% are restaurant chains who need custom orders for large quantities that can vary from week to week, with multiple locations for delivery.

On the e-commerce website home page, customers who open the web widget are presented with 3 tags which Miss Piglet has activated based on the most frequent requests from customers.

Corporate Tags

  • Arrange a refund > this connects to the refund assistance team
  • Delivery assistance > this connects to the delivery tracking team
  • Bulk order > this connects to the restaurant sales team

Each of the tags connects to a specialised team of agents, ready with available software and records to meet the needs of their enquiries.

Smart Routing – Sticky Routing (Customer/Agent binding)

In this case, the “bulk order” tag has sticky routing enabled. With this feature, restaurant groups will automatically connect to their assigned account manager in the restaurant sales department for each subsequent enquiry, regardless of whether it comes through the web widget, or even Facebook Messenger.

Smart Routing – Percentage of Traffic Routing

Also configured on the bulk order tag for the sales team, is percentage routing. As the sales team operates on commission for their sales, the percentage routing ensures that the volume of enquiries forwarded to each of the teams is according to the set percentage (allocating an equal load to each team).

Each team has a unique way they use the CINNOX web widget.

Refund team: In order to prove the pork meat is bad after receiving it via delivery, the agent will start a video call with the customer to view the meat. According to company policy, photos are not accepted due to past customers editing the photos or adding filters to make the meat look bad. The agent would then make a record on the customer’s profile so in the future, the agent can track their refund history right to ensure no “serial refunders” are ripping-off the system. The agent then sends an e-cheque file via the web widget with the refund amount owing to the customer.

Delivery team: The delivery team is in constant communication with delivery drivers for all of the conglomerate’s pork deliveries. When a customer has questions or issues with their delivery, the delivery team can easily answer specific questions in record time. They can initiate a call with the customer for faster handling, and swap to screen share in order to display the driver’s location or pickup details from the system. The agent then shares the driver’s web link for the customer to directly call the driver in 1-click for easier coordination. For security of drivers’ working the night shift in Wolf City, their contact details can’t be given to customers (due to some past issues…), so CINNOX was an ideal solution where all calls and chats are made via CINNOX and the records, call recordings, and logs are stored in the system in case an issue was to happen.

Sales team: Restaurant groups will make custom bulk orders via the CINNOX web widget with a member of the sales team. Whoever is assigned the enquiry will take over as their account manager for future orders to cement the relationship. The team often launches a video call for face to face interaction, and can easily send quotes and invoices over the widget. The agents then send their virtual name card, which includes a personal QR code for the new client to reach them directly anytime.

On her corporate website, Miss Piglet has 3 pages, each with different tags appearing on the web widget.

Careers page

  • Chat with HR – for general enquiries about applications and jobs > this connects to the talent acquisition manager
  • Submit an application > this connects to the talent acquisition manager
  • Tour our office – for an HR officer to meet the candidate and take them on a video tour of the office to learn more about the culture directly through the widget

Business partners

Miss Piglet’s pork is also sold in independent delis around the country. These business partners visit the website to login to their accounts for ordering, company news, information on new products, or they are potentially new delis looking to become a partner. This page has a different set of tags than the others:

  • Speak to sales (new customer) > this links to the deli sales team
  • Account login trouble > this links to the IT team

Smart Routing – Location Based Routing

In this case, the “speak to sales (new customer)” tag has smart routing configured based on location. As the deli sales team members are each responsible for different cities, new customers clicking the tag will be routed to the sales manager assigned to that particular city where they are. This is determined based on the IP address of their current location when they visit the website and initiate the chat.

New Pork City > Babe

New Forest > Peppa

Baconia > Petunia

Wolf City > Porky

CINNOX allows location routing based on country, state/region, city, and even city districts in some cases. Each agent can be assigned multiple locations.


The purpose of the web widget for this page is to offer chat support to potential investors who are looking for more information. As financial matters are sensitive and take a lot of time to handle, Miss Piglet is highly concerned about trolls or low-potential investors wasting their time with bogus dead-end enquiries.

For this page she only has one tag:

  • Speak to an advisor > this tag connects to Wilbur


Pre-chat Forms

This tag links to one of Miss Piglet’s trusted financial managers, Wilbur, and has a pre-chat form activated to collect data from visitors before he responds the customer’s enquiry. On the form, the visitor inputs their name, email, phone, and company – giving Wilbur enough information to research the person/company and decide whether to follow up or not.

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Scenario 2: Big Bang Health

With the pandemic keeping people at home, Big Bang Health opened their telemedicine services worldwide. Building on their strong reputation in 2 areas, Dermatology (skin conditions) and Pathology (diagnosing causes of a disease or condition), the centre has a built a much larger database through online medical consultations and remote monitoring. Penny added the CINNOX web widget to her site as a channel to not only provide support to new and potential customers, but to help route customers to the best doctor or their preferred doctor – as well as conduct consultations.

As Big Bang Health attracts visitors from all over the world, she has set up several location-based smart routing settings for customers from different countries around the world.

With the dynamic directory feature of CINNOX, she can even display the tags in the local language of the country the visitor is based in, and create tags based on the common reasons people were seeking consultations for.

Dynamic Directory – Location Setting, and Smart Routing – Language Based Routing

In this example, Penny created a different set of tags to appear for visitors located in India then she did for ones located in the US.

India (written in Hindi)

  • Book a dermatology consultation > this connects to Raj
  • Covid-19 consultation > this connects to Priya
  • Re-order a prescription > this connects to Dr. Koothrappali
  • General enquiries


  • Book a general consultation > this connects to Howard
  • Book a diabetes consultation > this connects to Sheldon
  • Book a stomach flu consultation > this connects to Leonard
  • General enquiries

Smart Routing – Time of Day Based Routing

For the General Enquiries tag which appears for all locations, Penny set up smart routing based on Time of Day. As her business is worldwide, she needs to provide customer support 24/7 and uses Time of Day Routing to connect calls and chat through the General Enquiries tag to agents based on their working hours.

Time of Day Routing is also configured for her Facebook Messenger enquiries, routing all social media messages directly to the on-duty agent during the same time period.

Staff Directory

As many customers are return customers or have a pre-arranged appointment, they can easily select their regular doctor from the staff directory list and initiate a chat or call. Rather than going through a tag like for general enquiry, they can start their appointment right away – with the doctor able to convert the call or chat to video call or screen share to conduct the appointment.

Thanks for reading our Use Cases on your ultimate guide to tunnelling.

Let us know in the comments below how you use these features too!


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