Intelligent routing of chat interactions based on customer data

Before initiating a chat interaction in 8x8 Contact Center, customer information such as account numbers or case numbers collected via the pre-chat form, can now be used to determine routing of the chat interaction. You can now collect customer data, store them into system and user-defined variables, and use values stored in these variables to direct the interaction to the appropriate queue. This improves the efficiency of handling chat interactions.

Let’s say your company wants to route interactions based on the customer language. Collect the preferred language choice in a variable, and use this data in the IVR to direct them to the appropriate language queue. Let’s say your company wants to route interactions based on the department such as Sales or Support, you can collect this information during the pre-chat, and use it to route the interaction to the right queue.

These variables can be used to store data in advanced interaction routing involving external IVR. To learn more, see our content on enhanced data augmentation.

You can also use variables to present personalized greeting messages based on the customer input. If the customer enters their name, then greet them by name.

Note: The variables are also supported in the Embedded Chat API.

Let’s say your contact center has implemented the 8x8 web-chat solution. Your users log into the website so you already have information about the customer based on their account, e.g. language of the account or the browser language. You do not have to ask the customer for this information in the pre-chat form again. Use the 8x8 Embedded Chat API to post this information using variables. The contact center admin has to make sure to define the same name for variables in the IVR script as used in the API, to ensure routing based on this customer information.


  • Pre-chat forms can only collect data for a single CRM field.
  • Variables are limited to string data type.

Using script variables in chat channels

In this topic, we’ll demonstrate the usage of script variables in chat channels based on the following use case.

AcmeJets Inc. is a premium jet service company that serves its customers via chat channels. When a customer initiates a chat, AcmeJets collects basic information such as customer name, account number, and the preferred language for chat. AcmeJets serves customers in English and Spanish, and have dedicated queues for each language. They want to direct customers to the appropriate queue based on the language choice. Additionally, the company wants to personalize their conversation for best customer satisfaction.


Let’s assume that AcmeJets contact center has:

  • Configured a chat channel
  • Configured chat queues
  • Designed chat elements (chat button, pre-chat form, and chat window)
  • To support the use case, follow the steps discussed here:

Persistence of variable values in historical reports

As a supervisor, you can review customer data gathered via variables. Whether you want to track the number of interactions in English or Spanish, you can verify these values via reports. Chat logs are persisted for later reference. Supervisor can access chat logs via Monitoring. Agents can access chat logs via CRM Case/Follow-up. The data is also available for integrators via the Call Recordings and Chat Transcripts API.