Billboards for phones Retrieving the telephone channel from fraudsters | Spiceworks 1

Illegal robocalls and fraudulent calls plague consumers, increasing call-avoidance behavior and pitting businesses against scammers in the phone channel. However, branded communications technology helps companies regain ownership of the phone call to successfully elevate the customer experience and protect brand reputation, discusses Thomas O’Bannion, Head of Demand Generation at First Orion.

Companies in every sector face competition. Today, companies are also competing against scammers and scammers to get consumers to answer their calls. This is tough competition, given the exponential growth in fraud calls year on year which increases consumer distrust of the phone call.

Branded communications technology, specifically branded communications, is essentially a bulletin board on a mobile device. Establishments are allowed to label outgoing calls with their name, logo, and reason for calling. This branding solution has become an important business enabler in an environment where scammers, spammers, and other annoying callers are harming the mobile experience.

Branded communications technology brings trust back into the phone call, helping companies connect with the right person at the right time to enhance customer experience and brand reputation.

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The impact of fraud on the consumer experience

a 2022 Mid-Year Phone Fraud Report which polled more than 2,100 mobile subscribers, revealed the prevalence of phone scams and their impact on the consumer experience. The report notes that US mobile subscribers received more than 100 billion scam calls during the first six months of 2022, which is more than 80 million successful fraud attempts have resulted in cumulative financial losses of up to $40 billion.

The survey also found that 53% of respondents received more scam calls in 2022 than in 2021. As the problem of illegal bot calls and scam calls continues to plague consumers, the almost universal response is to avoid calls. When an unknown number appears on the calling screen, that call is likely to go unanswered.

Unanswered business calls are missed opportunities to make connections, close sales, and build customer loyalty. Running a phone tag in attempts to reach customers leads to more calls, time and money, which negatively affects your bottom line.

Contrary to popular belief, Caller ID (also known as CNAM) is not visible to everyone. In fact, less than 10% of mobile subscribers have subscribed to Caller ID. This leaves the majority of consumers receiving calls from companies that appear as 11-digit numbers that they do not recognize.

Addressing consumer mistrust

The lack of context for incoming calls coupled with the exponential increase in scams and spam calls has led consumers not to answer calls from unknown numbers. This combination has created mistrust in consumers’ relationship with phone calls, making the phone channel ineffective for legitimate businesses trying to communicate with customers.

Carriers rely on CNAM to correctly identify which calls reach mobile subscribers. However, with the use of a different number of CNAM providers, there is no guarantee that the company name will appear the same across all providers. If the name being pulled from the database is unknown or wrong, there is a greater chance that consumers will view the phone call as spam and leave the call unanswered.

Even as the threat of spam calls and fraud continues to force consumers to ignore calls from numbers they don’t recognize, voice is still a preferred communication channel. While call avoidance helps consumers avoid scams, the downside is the potential for missing an important call. a A recent study It revealed that 78% of people reported missing an important call as a result of not answering a call from an unknown number.

Content-rich, branded solutions are developed to help companies increase engagement, deliver superior customer experiences, and protect brand reputation. When consumers know that the call they receive can be answered without fear of being scammed or scammed, brand trust increases and the experience is enhanced.

This improved experience can enhance the bottom line of the business. according to DeloitteCustomers who enjoy positive experiences are 140% more likely to spend than customers who report negative experiences. In addition, providing positive customer experiences can reduce the cost of customer service by up to 33%.

This can be the difference between finishing your year well or falling short of your goals.

This can negatively affect the brand’s reputation when a client or client does not answer a phone call or misses an important message due to an unknown number. a 2021 Brand Impact Report It found that 85% of people think an unknown number makes a company look illegitimate. The survey also revealed that branded communications technology can increase engagement, with 72% of respondents indicating that they would feel comfortable answering their phones again if brands correctly identified themselves.

Solving the unknown number issue and controlling how calls appear delivers a superior customer experience at every step of the customer journey, from awareness to consideration to purchase to loyalty.

The technology not only distinguishes phone calls at the front end, but also distinguishes business after the call ends. Branded Calls labels the company number with the name of the business and the reason for calling in your Android and iPhone call history. With the brand visible in the call history, customers have a reason to call back because they know who is on the line.

Building on the billboard impact of branded calls

The “billboard” effect of branded calls increases customer engagement from incoming to the call and even after the call.

In addition to increasing participation rates, which today is one of the main competitive factors for companies, technology also provides analytics to improve and optimize communication programs and strategies.

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With branded calling technology, businesses can access metrics such as total calls processed, answer rate, drop rate, and engagement rate. Companies can gain actionable insights by digging deeper into the data, analyzing metrics such as calls per capita, success rate, and heatmaps that reveal when calls work best.

Today, in the United States alone, approx 97% of adults She owns a cell phone, which translates to roughly 300 million phones. At the other end of these phones are consumers who want to know who is calling and why. They want the phone channel to be the domain of trusted experiences and not the domain of scammers who offer extended vehicle warranties or offer to resolve an issue with their insurance in exchange for personal information or a fee.

Branded communication technology is the “billboards” companies need to build their brand reputation and reclaim the phone channel from scammers by introducing context and trust into the phone call. The return on investment is in better consumer experiences, increased loyalty, and improved brand reputation.

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