Geographic Routing (GeoRules-Based Routing ) distributes calls based on a search "Key" which can be anything the IVR application may intrinsically know (i.e. the caller's phone number or ANI or Caller ID or the number they called) which can generally pinpoint the location of the caller (presuming that caller isn't roaming with a wireless phone) or pinpoint via zip code. Keys may also be any 16 digit alpha numeric string such as a zip code, or account number or account status for example.
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