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Route Chats to the CRM Owner in Knock

Route Chats to the CRM Owner in Knock

Route Chats to the CRM Owner in Knock

You can route chats in Knock directly to the CRM Owner when the lead already exists in Salesforce or HubSpot. This ensures account owners stay in the loop and can manage conversations with their leads.

What do I need before I start?

How do I enable CRM-aware routing?

  1. Open the Knock Dashboard → Routing Rules.
  2. Create a new rule or edit an existing one.
  3. At the top of the routing rule, check the box for CRM-Aware Routing.
  4. Save the rule and assign it to the relevant Knock Link.

How does CRM-aware routing work?

  • When a new chat starts, Knock checks the lead in your CRM.
  • Salesforce is checked first, then HubSpot.
  • If a match is found, Knock identifies the lead or account owner.
  • The CRM Owner is notified in Slack alongside any rep assigned by your routing rule.
  • The Owner can join the conversation at any time and take over from an AI Agent or rep.

Notifications you’ll see

  • A message in your Monitoring Channel so managers can track activity.
  • A direct Slack notification to the CRM Owner.
  • A notification to the rep assigned by routing, if one exists.

This way, both the CRM Owner and the assigned rep stay aligned on lead activity.

CRM data updates

When CRM-aware routing is used, Knock automatically updates CRM fields:

  • Knock: Rep Owner → the rep assigned by the routing rule
  • Knock: Responding Rep → the rep who actually replied
  • Knock: Rep Response Time → minutes to first response

Best practices

  • Use CRM-aware routing when you want existing owners to always see inbound chats.
  • Keep fallback segments active in case no CRM match is found.
  • Combine CRM-aware routing with intent signals for precise assignment (e.g., “buying intent + existing account owner”).

How do I route chats to human reps?

  1. Open the Knock Dashboard → Routing Rules.
  2. Create or edit a routing rule.
  3. Add a Segment that defines when a rep should receive the chat. Examples:
  4. Under Assign to, choose:
    • A specific rep (from Slack members).
    • A round-robin group
  5. Save the rule and assign it to a Knock Link.

When a lead starts a chat, Knock sends a Slack notification to the assigned rep. The rep replies directly in Slack, and Knock updates your CRM with:

  • Knock: Rep Owner → the rep assigned by routing
  • Knock: Responding Rep → the rep who actually replied
  • Knock: Responding time → time from adding to human rep to the chat, to their reply

Monitoring routed chats

Every chat routed to an AI Agent or a rep appears in your Monitoring Slack Channel.

  • Track conversations in real time
  • See assignments and rep responses
  • Allow managers to step in anytime
  • Keep visibility without switching tools

Learn more: Set a Monitoring Channel.