How to Route New vs. Existing Customers to Different Teams

When embedding a booking widget on your website, you may want to ask a pre-qualification question before showing the calendar. For example, routing new customers to your sales team and existing customers to your support or account management team.

This is possible with Routing Forms.

Use Case

You're offering demo bookings for a product add-on. Before showing the calendar, you want to ask visitors whether they're a new or existing customer:

New customers → Route to the sales team calendar
Existing customers → Route to the account management team calendar

Step-by-Step Setup

1. Create a Routing Form

Go to Routing & Funnels
Click New Routing Form & Funnel
Enter an internal name (e.g., "Add-on Demo Pre-Qualification")

2. Add the Customer Status Question

In the form editor, add a question
Choose Radio Buttons or Dropdown as the format
Set the question: "Are you a new or existing customer?"
Add the options:
- New Customer
- Existing Customer

3. Configure Routing Rules

In the Routing Logic tab, create two routes, both using the Equals operator on your customer status question. See Setting Up Routing Conditions for how a route is built.

Route	Condition	Destination
1	Customer Status equals "New Customer"	Sales Team meeting type
2	Customer Status equals "Existing Customer"	Account Management meeting type

4. Embed on Your Website

Click Save and Share, choose Add to Website, and paste the code into your site. See Embedding Overview if you need help with the pasting step.

Result

Visitors to your website will first see the pre-qualification question. Based on their answer, they'll be automatically directed to the appropriate team's calendar without needing separate booking pages.

You can add multiple questions to further qualify leads, such as company size or use case, and create more specific routing rules.