What is Branded Calling?

Why are consumers missing crucial calls, and how can businesses restore trust in phone calls? In today’s digital age, the rise of robocalls, call spoofing, and fraud has created a significant challenge for both consumers and businesses. An alarming 88% of consumers don’t answer the phone due to these concerns. This hesitance to pick up calls can lead to missed opportunities, vital information not being communicated, and an overall breakdown in trust. Branded calling offers a promising solution to this growing problem. By enhancing call transparency, reducing fraud, and improving customer trust, branded calling is paving the way for a more secure and reliable communication method.

Understanding Branded Calling

Branded calling is a method that allows businesses to add context to their phone calls by displaying their name, logo, and reason for the call on the recipient’s screen. This technology helps to distinguish legitimate business calls from spam, reducing the likelihood of calls being ignored. Branded calling goes beyond just showing a caller ID; it provides the recipient with detailed information that can help them decide whether to answer the call.

The importance of branded calling cannot be overstated. With the increasing prevalence of call spoofing and robocalls, consumers have become wary of answering unknown numbers. Branded calling helps to combat these issues by providing a clear and trustworthy identifier for the caller. This not only helps in reducing the chances of important calls being missed but also plays a critical role in rebuilding consumer trust in phone-based communication.

The Problem: Impact of Fraudulent Calls on Consumers and Businesses

From a consumer’s perspective, fraudulent calls and robocalls have created a landscape where answering the phone can feel like a gamble. Many people have missed important calls, such as appointment reminders or job offers, because they were too cautious to pick up. A survey reveals that 73% of consumers have missed important calls due to safety concerns related to fraudulent calls.

For businesses, the impact is equally severe. Missed calls can lead to lost revenue opportunities and dissatisfied customers. When a legitimate business call is mistaken for a spam call, the enterprise may suffer from reduced engagement and a tarnished reputation. In fact, 43% of businesses have reported an 11%-20% revenue loss due to negative call experiences. This highlights the urgent need for solutions like branded calling, which can help businesses maintain their customer relationships and protect their revenue streams.

How Branded Calling Works

Branded calling is a sophisticated technology that enables businesses to create a more transparent and reliable communication experience with their customers. It involves multiple components that work together to enhance the call experience, ensuring that consumers can trust the calls they receive. Below is an in-depth exploration of the key elements that make branded calling work effectively.

Branded Caller ID: Enhancing Caller Transparency

The branded caller ID is the cornerstone of branded calling. It goes beyond the traditional caller ID, which typically only displays the phone number. A branded caller ID includes additional details such as the business’s name, logo, and even the reason for the call, providing a comprehensive view of who is calling and why.

Business Name Display: The first aspect of a branded caller ID is the display of the business’s name. This helps the recipient immediately identify the caller as a legitimate business. When a consumer sees a familiar business name, they are more likely to answer the call, as it provides a sense of recognition and trust. This is especially important in a time when unknown numbers are often ignored due to the prevalence of spam calls.
Logo Integration: In addition to the business name, the branded caller ID often includes the company’s logo. Visual elements like logos are powerful tools for reinforcing brand identity and building trust. When a consumer sees a logo they recognize, it enhances their confidence that the call is genuine. This visual cue helps to differentiate the call from potential spam or fraudulent calls.
Call Purpose Information: Some branded caller IDs also include a brief description of the call’s purpose, such as “Appointment Reminder” or “Account Update.” Providing this context is crucial because it helps the recipient understand the reason for the call at a glance. This transparency can significantly increase the likelihood of the call being answered, as the consumer can quickly determine its relevance and importance.
Impact on Answer Rates: The combination of a business name, logo, and call purpose information dramatically increases the chances of the call being answered. Studies have shown that branded caller IDs can lead to a substantial increase in answer rates, as they provide immediate reassurance to the recipient that the call is from a trusted source.

Rich Call Data (RCD): Enhancing Information and Personalization

Rich Call Data (RCD) is a critical component of branded calling that takes the caller ID experience to the next level. RCD allows businesses to provide enriched information about the call, making the interaction more personalized and trustworthy.

Caller Information Enhancement: RCD enhances the basic caller information by including additional details such as the caller’s name, position within the company, and the specific reason for the call. This level of detail helps to create a more personalized experience for the recipient. For example, a call from a bank might display the name of the account manager, providing a more direct and personal connection with the customer.
Purpose of the Call: One of the significant advantages of RCD is the ability to specify the purpose of the call in more detail. This could include information like “Billing Inquiry” or “New Service Offering.” By knowing the exact reason for the call, recipients can make informed decisions about whether to answer. This reduces the uncertainty that often leads to missed calls and enhances the overall communication experience.
Logo and Branding Elements: RCD can also include additional branding elements beyond just the logo. This might involve colors, slogans, or other visual identifiers that reinforce the brand’s presence. By creating a consistent and recognizable brand image, RCD helps to build consumer trust and loyalty over time.
Personalization Impact: The personalized nature of RCD makes it more likely that recipients will engage with the call. When consumers see detailed information that is relevant to them, they are more inclined to view the call as important and worth answering. This personalized approach also helps to differentiate legitimate business calls from generic or spammy communications.

STIR/SHAKEN Call Authentication: Ensuring Call Authenticity

STIR/SHAKEN is a framework of protocols that plays a vital role in the branded calling ecosystem by ensuring the authenticity of calls. These protocols help to combat the growing problem of call spoofing, where fraudulent actors manipulate caller IDs to deceive recipients.

Understanding STIR/SHAKEN: STIR (Secure Telephone Identity Revisited) and SHAKEN (Signature-based Handling of Asserted information using toKENs) are protocols that work together to authenticate the identity of the caller. They do this by digitally signing the call information as it passes through the telecommunications network. This digital signature verifies that the call has not been tampered with and that the caller’s identity is legitimate.
Verification Process: When a call is made, the originating carrier applies a digital signature to the call information, which is then passed along to the recipient’s carrier. The receiving carrier checks this signature against the information provided by the originating carrier. If the signature is valid, the call is authenticated, and the recipient can be confident that the call is genuine.
Impact on Call Spoofing: One of the primary benefits of STIR/SHAKEN is its ability to reduce call spoofing. By verifying the caller’s identity, these protocols prevent fraudulent actors from manipulating caller IDs to appear as though they are calling from a trusted number. This reduces the likelihood of consumers falling victim to scams and increases overall trust in phone communications.
Consumer Trust and Answer Rates: The implementation of STIR/SHAKEN protocols significantly enhances consumer trust in phone calls. When recipients know that a call has been authenticated and cannot be spoofed, they are more likely to answer. This increase in answer rates benefits businesses by ensuring that their legitimate calls reach their intended audience.

Integration of Components: Creating a Seamless Communication Experience

The true power of branded calling lies in the seamless integration of its components—branded caller ID, Rich Call Data, and STIR/SHAKEN protocols. Together, these elements create a comprehensive and trustworthy communication experience that benefits both businesses and consumers.

Synergy of Branded Caller ID and RCD: The combination of a branded caller ID with Rich Call Data provides a rich, informative, and personalized call experience. While the branded caller ID captures the recipient’s attention, RCD adds depth and context to the call. This synergy ensures that recipients not only recognize the caller but also understand the importance and relevance of the call.
STIR/SHAKEN as a Trust Anchor: STIR/SHAKEN serves as the trust anchor for the entire branded calling process. By ensuring that the call is authentic, these protocols reinforce the legitimacy of the branded caller ID and RCD information. This creates a sense of security for the recipient, making them more likely to engage with the call.
Enhanced Customer Experience: When all components of branded calling are effectively integrated, the result is an enhanced customer experience. Consumers feel more confident in answering calls, businesses see higher engagement rates, and the overall communication process becomes more efficient and trustworthy.
Business Benefits: For businesses, the seamless integration of these components leads to increased answer rates, improved customer satisfaction, and protection against revenue loss due to missed calls. By adopting branded calling, businesses can strengthen their communication strategy and build lasting relationships with their customers.

By understanding how branded calling works and implementing its key components effectively, businesses can create a communication strategy that not only reaches their audience but also builds trust and enhances engagement.

Benefits of Branded Calling for Businesses

Branded calling offers numerous benefits for businesses looking to improve their communication strategies and protect their revenues.

One of the most significant benefits is the potential for increased answer rates. Studies have shown that branding a call can increase answer rates by up to 105%. This is because consumers are more likely to answer a call when they can clearly see who is calling and why. The added transparency helps to build trust, which is crucial in today’s environment where call spoofing and robocalls are rampant.

Another benefit is the improvement in customer trust. By using branded calling, businesses can demonstrate their commitment to transparency and security. When consumers see that a business is taking steps to protect their communication, they are more likely to trust that business and engage with its calls. This trust can translate into better customer relationships and, ultimately, higher revenue.

Speaking of revenue, branded calling also plays a role in revenue protection. By reducing call mistagging and improving right-party contact rates, businesses can avoid the costly consequences of missed opportunities. Whether it’s a sales call, an appointment reminder, or a customer service interaction, ensuring that calls are answered can have a direct impact on the bottom line.

Consumer and Enterprise Feedback on Branded Calling

The feedback from both consumers and enterprises regarding branded calling has been overwhelmingly positive.

In a survey conducted by OMDIA, 92% of enterprises reported that they believe branded calling increases answer rates. This is a clear indication that businesses recognize the value of this technology in improving communication and engagement with customers. Additionally, over 70% of enterprises reported experiencing a revenue decline due to call blocking or tagging, further emphasizing the need for solutions like branded calling.

From a consumer standpoint, the feedback is equally encouraging. Approximately 76% of consumers indicated that they are more likely to answer calls from businesses that display their name and logo. This suggests that branded calling can significantly improve consumer engagement and reduce the number of missed calls. Furthermore, 63% of consumers stated that they would be willing to pay for a service that verifies caller identity, highlighting the growing demand for more secure and transparent communication methods.

Implementing Branded Calling: A Step-by-Step Guide

Implementing branded calling is a strategic process that requires careful planning and execution. For businesses, this involves several critical steps, each designed to ensure that the branded calling experience is smooth, effective, and beneficial for both the business and its customers. Below is an in-depth guide to implementing branded calling, covering the key areas that businesses need to focus on.

Enterprise Onboarding: Preparing for Branded Calling

The first and most crucial step in implementing branded calling is enterprise onboarding. This phase involves preparing your business’s data and infrastructure to support branded calling. It’s essential to ensure that all relevant information is accurate, up-to-date, and properly formatted.

Data Verification: Start by verifying all phone numbers associated with your business. This includes customer service lines, sales numbers, and any other numbers that will be used for branded calling. Accuracy in phone numbers is crucial as incorrect data can lead to failed calls or miscommunication.
Gathering Caller Information: Once the phone numbers are verified, gather relevant caller information. This includes the business name, logo, and any specific messages or reasons for the call that you want to display. This information forms the core of what will be shown to the call recipient.
Data Formatting: Proper data formatting is essential for ensuring that the information displays correctly on mobile devices. This may involve working with your IT team to ensure that the caller information is formatted according to the specifications required by mobile carriers. Attention to detail during this step can prevent issues later on, such as improper display or incorrect information being shown to the recipient.
Internal Testing: Before rolling out branded calling, conduct thorough internal testing. This includes making test calls to ensure that the branded information appears correctly and that the call experience is seamless. Any issues identified during testing should be addressed before the full implementation.

Data Management: Ensuring Accurate and Secure Information

Data management is a critical component of a successful branded calling strategy. The quality and security of your data can significantly impact the effectiveness of branded calling.

Partnering with Trusted Data Providers: Collaborate with trusted data management providers like TransUnion to ensure that your data is both accurate and secure. These providers specialize in maintaining high-quality data, which is essential for building trust with your customers. By using reliable data sources, you can minimize the risk of errors and ensure that your branded calls are well-received.
Regular Data Audits: Implement a process for regular data audits. This involves periodically reviewing and updating your caller information to ensure it remains accurate over time. Regular audits help prevent issues such as outdated logos, incorrect business names, or wrong contact information being displayed.
Data Security Measures: Protecting your data is paramount. Ensure that your data management processes include robust security measures to prevent unauthorized access or data breaches. Secure data handling is crucial not only for compliance purposes but also for maintaining customer trust. Encryption, access controls, and regular security assessments should be part of your data management strategy.
Compliance with Regulations: Ensure that your data management practices comply with relevant regulations, such as GDPR or CCPA. Compliance is critical to avoid legal issues and to maintain the integrity of your branded calling implementation. This includes obtaining necessary consents from customers for using their information in branded calling.

Collaboration with Mobile Operators: Seamless Display of Branded Calls

The final step in implementing branded calling involves close collaboration with mobile operators. Mobile operators play a crucial role in retrieving and displaying your branded call data on consumers’ devices.

Establishing Partnerships: Begin by establishing partnerships with the mobile operators that serve your customer base. Each operator may have specific requirements and protocols for branded calling, so understanding these is key to a successful implementation. Building strong relationships with operators can also facilitate smoother communication and quicker resolution of any issues that arise.
Integration with Operator Systems: Work with mobile operators to integrate your branded call data into their systems. This may involve technical setup and configuration to ensure that your branded information is properly transmitted and displayed on the recipient’s device. Operators typically have guidelines and tools to assist with this integration, so leveraging these resources can streamline the process.
Ongoing Collaboration: Branded calling is not a one-time setup; it requires ongoing collaboration with mobile operators. This includes regular communication to address any technical issues, updates to your branding, or changes in operator protocols. Continuous collaboration ensures that your branded calls remain effective and that any new developments in branded calling technology are quickly adopted.
Monitoring and Feedback: After implementation, closely monitor the performance of your branded calling initiative. Gather feedback from both operators and customers to identify any areas for improvement. Regularly reviewing call success rates, customer satisfaction, and any technical issues can help you refine your approach and maximize the benefits of branded calling.

By following these steps, businesses can implement a branded calling strategy that not only enhances their communication efforts but also builds trust and improves customer engagement. With careful planning, accurate data management, and strong partnerships with mobile operators, branded calling can become a powerful tool in your business’s communication arsenal.

Challenges and Considerations in Branded Calling

While branded calling offers many benefits, there are also challenges and considerations that businesses need to be aware of.

One of the primary challenges is compliance. Implementing branded calls with rich call content requires businesses to meet certain compliance requirements. This may include adhering to regulations around data privacy and security, as well as ensuring that the information displayed on the caller ID is accurate and not misleading.

Another consideration is device and network compatibility. Not all devices and networks support rich call content, which can limit the effectiveness of branded calling. Businesses need to be aware of these limitations and work with mobile operators to ensure that their branded calls are compatible with as many devices and networks as possible.

Conclusion

Branded calling represents a powerful tool for businesses looking to enhance trust and protect revenues in an increasingly uncertain communication landscape. By improving call transparency, reducing fraud, and increasing answer rates, branded calling can help businesses maintain strong relationships with their customers and protect their bottom line. As the technology continues to evolve, it is likely to become an essential component of any business’s communication strategy.