| One of the advantages of Calling Line Identity (CLI) | | | | Welsh calls to another); |
| presentation is that it allows communications providers | | | | * Regional (e.g. all calls from the South East to one |
| like to dynamically route calls with no interaction from | | | | destination); |
| the caller or called party. | | | | * County (e.g. all callers from Derbyshire to one |
| CLI refers to the caller's number and, unless it is | | | | destination); |
| withheld or unavailable (perhaps unsupported by an | | | | * Area Code (e.g. all callers from Glossop to one |
| international carrier), it provides valuable information to | | | | destination). |
| the called party which can be used to deliver a call in a | | | | In addition to geographic location, CLI also reveals |
| number of ways. One of the most common | | | | whether a caller is using a fixed or mobile telephone, |
| applications of CLI routing is to route calls to the | | | | whether they are calling from overseas or if they |
| nearest (or most appropriate) destination to the caller, | | | | have withheld their number. Accordingly, it is possible to |
| often described as Location Baed Routing. This is | | | | automatically route calls from Poland to a Polish |
| possible, because the CLI for UK fixed lines is | | | | customer service representative or prioritise |
| geographic in nature. | | | | customers who are calling from mobile numbers. |
| An example might be to deliver all calls with an 0161 | | | | Invoking any of the wide variety of call management |
| prefix (Manchester) to a North West office, whilst | | | | features offered by Numberstore can be dictated |
| callers with an 0141 prefix would be routed to a | | | | automatically just by identifying CLI. For example, all |
| Scottish customer service team. Since there are | | | | Swedish callers might be routed to a different office |
| around 650 UK area codes (five for the Shetland Isles | | | | from UK callers or they could be directed to a specific |
| alone!), Location Based Routing can be extremely | | | | voice mailbox with a custom greeting in Swedish and |
| precise or quite general. | | | | the voicemail messages delivered instantly via email to |
| Numberstore offers Location Based Routing with four | | | | a Swedish interpreter. |
| levels of granularity: | | | | The applications of Location Based Routing are |
| * National (e.g. all Scottish calls to one destination and | | | | limitless. |