Abstract: Systems, methods, apparatuses, and computer-readable media for voice response unit optimization are presented. Embodiments of the invention relate to providing a user with the ability to specify actions within a voice response unit (VRU). The specified actions may involve transferring a caller to a customer service representative (CSR) rather than following a pre-determined VRU call flow. In addition, users can specify how forced transfers can be routed: (1) stand alone (e.g., routing the call to the first call center), (2) shared service (e.g., routing the call to a second call center or the first call center based on the first call center's business hours or other factors), or (3) full service (e.g., routing the call to the second call center). The forced transfers can consider routing factors (e.g., call center hours of operation, wait time, skill set of CSRs).