Digital channels offer convenience for consumers seeking help in making a purchase. But sometimes they just want to pick up a phone and talk to a human.
Nearly 80% of consumers said phones were important when communicating with a business, according to a study by TransUnion and research firm Toluna.
But consumers also distrust incoming calls for good reason. That’s why in addition to caller ID, some mobile marketing platforms are offering branded calls.
Branded calls. Branded call services allow rich content to be displayed on mobile screens during incoming phone calls. In TransUnion’s Branded Call Display service, marketers can include a brand logo, company name, location, a printed message and an authenticating check mark.
Twilio’s Branded Calling, built on its Caller ID Names service, allows marketers to include a logo, business name and reason for calling.
Branded calls globally are expected to grow from 1.5 billion in 2024 to over 50 billion in 2029, according to Juniper Research.
More trust. Nearly three-quarters (73%) of consumers said they would be likely to answer calls that displayed a company name and logo, the TransUnion study found in a survey of 1,556 U.S. consumers.
Calls without sufficient identification go unanswered or are blocked. A full 80% of respondents said they block numbers they don’t know. And 68% don’t answer because they assume the call is a robocall or from a solicitor. Also, 70% said they’d left a call unanswered only to find out later it was a legitimate call.
Preferring calls. Marketers might conclude they’d be better off contacting customers through other channels instead of calling them. However, there is a strong appetite for calls in some circumstances.
For instance, 65% of customers said they preferred a phone call from a bank or financial institution to handle suspected fraud on their accounts.
To authenticate calls, 87% of consumers say they want to see the company name. And 61% want to see the logo.
Multichannel approach. “To successfully reach customers, brands must leverage a multichannel outbound strategy which includes the phone,” said James Garvert, SVP of TruContact Communications Solutions at TransUnion.
Garvert pointed to a Forrester study that found while email and SMS are the most used channels for customer outreach, 87% fo consumers agreed that phone was “the most important outbound contact channel.”
“This means that aligning call and digital channel strategy is more crucial than ever,” Garvert said.
Why we care. Customers want omnichannel experiences that are seamless and trusted. It’s all about rising customer expectations. We’ve seen similar calls for authenticity in the realm of new AI agents. If trust falters on one channel, it affects the entire customer relationship. Branded calls provide reassurance so customers can get service on the channel they want, when they want.
Dig deeper: How genAI can fill the trust gap for brands
The post Branding phone calls improves customer trust appeared first on MarTech.
# Enhancing Customer Trust Through Branded Phone Calls
In today’s fast-paced digital world, businesses are constantly seeking innovative ways to build and maintain trust with their customers. With the rise of spam calls, robocalls, and phishing scams, consumers have become increasingly wary of answering phone calls from unknown numbers. This presents a significant challenge for businesses that rely on phone communication to engage with their customers. One solution that is gaining traction is the use of **branded phone calls**—a strategy that can enhance customer trust, improve engagement, and foster a stronger relationship between businesses and their clientele.
## What Are Branded Phone Calls?
Branded phone calls refer to a communication strategy where businesses customize the caller ID to display their company name, logo, and other relevant information when they call a customer. Instead of seeing a generic phone number, the recipient sees a recognizable brand identity, which immediately signals that the call is legitimate and from a trusted source.
This approach leverages **Caller ID technology** and **Rich Call Data (RCD)** to provide more context to the recipient before they even answer the phone. By offering transparency and authenticity, branded phone calls can significantly reduce the likelihood of the call being ignored or mistaken for spam.
## The Importance of Trust in Customer Communication
Trust is the cornerstone of any successful business-customer relationship. In an era where consumers are bombarded with fraudulent calls and deceptive marketing tactics, businesses must go the extra mile to ensure that their communications are perceived as trustworthy.
A study by **Truecaller** found that 56 million Americans lost money to phone scams in 2020, with the average loss amounting to $502 per victim. As a result, many consumers have adopted a “don’t answer unknown calls” policy, which can be detrimental to businesses that rely on phone communication for customer service, sales, or appointment reminders.
Branded phone calls help bridge this trust gap by providing customers with immediate recognition of the caller’s identity. When customers see a familiar brand name or logo, they are more likely to answer the phone and engage in a positive conversation.
## Benefits of Branded Phone Calls
### 1. **Increased Answer Rates**
One of the most immediate benefits of branded phone calls is the increase in answer rates. When customers can clearly see that the call is coming from a legitimate business, they are more likely to pick up the phone. This is especially important for industries like healthcare, financial services, and retail, where timely communication is critical.
For example, a healthcare provider calling to confirm an appointment or a bank reaching out about a potential fraud alert can benefit from branded calls, as customers are more likely to respond promptly.
### 2. **Enhanced Customer Experience**
Branded phone calls contribute to a seamless and professional customer experience. When a customer sees a call from a brand they recognize, it sets a positive tone for the interaction. This can lead to more productive conversations and a higher level of customer satisfaction.
Additionally, branded calls can be personalized with specific information, such as the reason for the call or the department making the call (e.g., “ABC Bank – Fraud Department”). This level of detail helps customers feel valued and informed, further enhancing their experience.
### 3. **Reduced Risk of Fraud**
One of the primary concerns for consumers today is the risk of falling victim to phone scams. By using branded phone calls, businesses can differentiate themselves from scammers and provide customers with peace of mind. When customers know that the call is coming from a verified source, they are less likely to be suspicious and more likely to engage.
Moreover, branded phone calls can include verification features, such as **STIR/SHAKEN** (Secure Telephone Identity Revisited/Signature-based Handling of Asserted Information Using toKENs) protocols, which help prevent caller ID spoofing. This technology ensures that the caller ID information is accurate and has not been tampered with, further reducing the risk of fraud.
### 4. **Improved Brand Perception**
Every interaction with a customer is an opportunity to reinforce your brand’s image. Branded phone calls allow businesses to make a strong first impression by showcasing their brand identity right from the start. This not only builds trust but also reinforces brand recognition and loyalty.
For instance, a retail company that consistently uses branded phone calls for order confirmations, delivery updates, or customer service inquiries can create a sense of reliability and professionalism. Over time, this can lead to increased customer loyalty and repeat business.
### 5. **Better Call Efficiency**
When customers know who is calling and why, they are more likely to answer the phone with the right mindset. This can lead to more efficient conversations, as customers are prepared to discuss the relevant topic. For businesses, this means fewer missed calls, less time spent on follow-up attempts, and more productive interactions overall.
## How to Implement Branded Phone Calls
Implementing branded phone calls requires collaboration with telecom providers and the use of advanced caller ID technology. Here
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