Definition
Dialed Number Identification Service (DNIS) is a component of the Salesforce platform related to Service. It encapsulates a specific piece of functionality or data architecture that supports business processes and system behavior.
Real-World Example
At their company, a customer success manager at CloudNine Solutions leverages Dialed Number Identification Service (DNIS) to streamline support operations and reduce the backlog of unresolved customer issues. With Dialed Number Identification Service (DNIS) in place, the team routes cases to the best-qualified agents, tracks SLA compliance automatically, and provides self-service options that deflect 30% of incoming volume.
Why Dialed Number Identification Service (DNIS) Matters
Dialed Number Identification Service (DNIS) is a telephony feature that identifies which phone number was dialed by a caller, allowing the receiving system to customize the response based on the called number. In Salesforce Service Cloud, DNIS data enables intelligent call routing, customized IVR greetings, and automatic case categorization based on the specific number the customer dialed. This is particularly valuable for organizations that publish different phone numbers for different products, regions, or service tiers.
As companies expand their product lines and customer segments, DNIS becomes essential for delivering differentiated service experiences. A company might publish one number for premium support and another for standard support, with DNIS routing premium calls to senior agents while standard calls enter the general queue. Without DNIS-based routing, agents have no way to know which number was dialed and cannot tailor their approach. Organizations that leverage DNIS data can also track marketing effectiveness by assigning unique phone numbers to campaigns and measuring call volume per number, creating a closed-loop between marketing spend and customer engagement.
How Organizations Use Dialed Number Identification Service (DNIS)
- CloudNine Solutions — CloudNine publishes different support numbers for each of their three product lines. DNIS identifies which number was dialed, routes the call to the product-specific support team, and pre-populates the case with the correct product category. This eliminates the need for agents to ask 'which product are you calling about' and saves 30 seconds per call.
- Atlas Financial Group — Atlas uses DNIS to differentiate between their VIP client hotline and standard support line. When DNIS identifies a call to the VIP number, it bypasses the IVR menu entirely, routes to the dedicated relationship manager team, and displays a high-priority screen pop with the client's full portfolio summary.
- Riverview Marketing Agency — Riverview assigns unique tracking numbers to each marketing campaign - billboards, radio ads, and social media. DNIS data flows into Salesforce to create campaign-attributed leads, allowing the marketing team to calculate ROI per channel by measuring which phone numbers generate the most qualified inquiries.