A lead from Riyadh who speaks Arabic and a lead from Bogotá who speaks Spanish should never wait in the same queue. Good routing puts each lead with an agent who speaks their language and knows their market, within seconds.
Here's a routing setup that works for multi-desk brokers.
Why routing matters
- Contact rates drop fast. Leads contacted within minutes convert far better than leads called hours later.
- Language builds trust. Native speakers explain deposits, KYC and local payment methods better.
- Cherry-picking kills fairness. When agents pick their own leads, good leads get grabbed and the rest are ignored.
The four-layer routing model
Apply rules in this order. The first rule that matches wins.
Layer 1: Owner rules
If the lead came through an IB referral code, send it to the rep who manages that IB. If it's a returning lead, send it back to its previous owner.
Layer 2: Language and country
Map each country or language to a desk:
| Desk | Countries | Languages |
|---|---|---|
| MENA | AE, SA, KW, QA, JO, EG | Arabic, English |
| LATAM | MX, CO, PE, CL, AR | Spanish |
| Brazil | BR | Portuguese |
| SEA | TH, VN, MY | Thai, Vietnamese, Malay |
| Global | All others | English |
Use the form language or the browser language before IP country. A Spanish speaker living in Dubai should go to the Spanish desk.
Layer 3: Quality
Send high-intent leads to senior closers. Examples: the lead chose a deposit amount, attended a webinar, or came from a high-converting campaign.
Layer 4: Round-robin within the desk
Rotate leads fairly between active agents. Skip agents who are offline, on leave or over their daily cap.
Rules for leads outside desk hours
- Send an instant WhatsApp or email acknowledging the request.
- Queue the lead for the first call at desk opening.
- Alert managers about leads waiting longer than your SLA (service-level agreement).
Measure your routing
Review these every week:
- Median time to first contact per desk
- Unassigned leads (target: zero)
- Contact rate and FTD rate per desk and per agent
- Reassignments, since many manual reassignments mean your rules are wrong
Setting it up in Alphorix
In Alphorix, assignment rules match on country, language, source, campaign and tags, with round-robin inside each rule. IB-referred leads go to the partner's owner automatically. SLA alerts send managers and reps a daily 08:00 digest of leads at risk.
Put this playbook to work in a day.
Routing, WhatsApp, Journeys and FTD attribution in one CRM. 7-day free trial.
