Despite the rapid growth of digital communications, many companies still rely on the telephone to communicate with customers and prospects. However, the proliferation of Robo calls, scams, and phone spam has made many consumers reluctant to answer the phone. In this environment, call branding is emerged as an effective way to rebuild trust with consumers, increase outbound call answer rates, and drive increases in revenue, productivity, and cost efficiency.

What is Call Branding

Call branding, or branded caller ID, enables businesses making outbound calls to display brand identifiers on the screen of a recipient’s phone. In contrast to traditional caller ID that simply shows a phone number or a generic location, call branding solutions provide a customized display that typically includes the business’s name and logo, helping recipients to immediately recognize the source of the call. Superior call branding solutions may also include trust verifications, info about the reason for the call, and other rich call data display information that increases the likelihood the recipient will answer.

The Need for Call Branding Technology

Call branding addresses several critical issues for contact centers and businesses that rely on telephone communication with customers.

Low Caller Trust

Because of a dramatic rise in robocalls, phone scams, and phone number spoofing, trust in caller ID is at record lows. Most customers are understandably reluctant to answer calls from unidentified numbers, causing 87% of calls to go unanswered. As a result of these missed connections, many businesses are experiencing lower sales revenue, increased costs, and business disruption.

Proliferation of Spoofing

Businesses are frequent victims of spoofing, where fraudsters impersonate a company by manipulating the calling number displayed on outbound calls. By duping call recipients into believing or speaking with a representative of a legitimate business, scammers can gain the trust of unsuspecting individuals and carry out a variety of fraudulent activity. Scam calls using corporate numbers can significantly damage the brand and reputation of the spoofed business.

Reduced Customer Satisfaction

The annoyance caused by phone scams and distrust caused by spoofing campaigns inevitably leads to lower customer satisfaction and degraded customer experiences.

Higher Costs

From coordinating home deliveries and completing financial transactions to conducting successful promotional campaigns and confirming appointments, telephone calls are essential to customer communication. When consumers lack of trust in telephone calls makes it increasingly harder and more time-consuming for enterprises to successfully complete these tasks in others, resulting in higher costs.

Call Center Turnover

As contact center agents experience increased difficulty in reaching and interacting with customers, their frustration mounts, job satisfaction drops, and turnover increases.

How Call Branding Works

To deploy call branding, businesses must partner with telecommunications providers to validate their identity. Telcom providers authenticate and verify the business to ensure that it’s legitimate, protecting consumers from potential spam or fraudulent calls.

Companies then work with a branded caller ID service provider to implement and manage the call branding technology. These platforms provide tools for designing the look of the caller ID display, including the brand name, logo, and other information, to make sure that is accurately transmitted.

When a call is placed, the call branding information is delivered to the recipient’s phone, and peering in place of the generic number.

The Benefits of Call Branding

Higher Consumer Trust

Research suggested customers are more likely to trust a phone call when it’s branded with the name and logo of the business they trust. For example, a 2022 PwC survey found that two thirds of adults between the ages of 18 and 24 are more willing to share personal information with their bank or financial services provider if the incoming call shows the companies logo, name, and other brand details.^1

Increased Answer Rates

As a result of greater trust, branded calls also yield increased answer rates, helping businesses engage with and connect to their audiences more effectively.

Protection Against Spoofing and Fraud

Rather caller ID solutions also help customers distinguish between a legitimate business and collars that are spoofing that businesses calling numbers.

Stronger Brand Visibility

With every call representing another touch point and brand interaction, call branding helps businesses deliver a more consistent and professional customer experience.

Lower Costs

Higher answer rates inevitably reduce per-call agent costs.

Key Considerations When Implementing Call Branding

Regulatory Compliance

Many countries and regions have strict guidelines and regulations for caller identification and telemarketing that businesses must follow to ensure customer privacy and prevent potential spam.

Consistent Branding

Businesses must ensure that the branded caller ID information is accurate and consistent across all devices and networks, since inconsistency can harm trust and potentially cause calls to be flagged as spam.

Technical Limitations

Not all Telcom networks or devices fully support branded caller ID. Displays can vary depending on the recipient’s carrier and device type. Testing and working with providers who offer support and help to mitigate these issues.

Integration with Existing Systems

Businesses will benefit most from call branding technology that seamlessly integrates with existing CRM systems, allowing for enhanced personalization and dynamically adding specific details when possible.

SecureLogix Contact™: Sophisticated Call Branding Technology

As a pioneering leader in call security and call trust solutions, SecureLogix offers a call branding service, SecureLogix Contact™, that delivers full branding display capabilities across 95% of wireless devices. This single, low-friction call branding solution increases outbound call answer rates to increase revenue, productivity, and cost efficiency. With Contact™ and other outbound call trust services from SecureLogix, you can increase your call answer rates by 30% or more while Protecting your calling numbers and brand from spoofing, spam, and fraud mislabeling.

Additional outbound call trust solution from SecureLogix include:

  • TrueCall™ Spoofing Protection Service TrueCall identifies and blocks spoofed calls attempting to use corporate calling numbers to impersonate your brand. The solution integrates with major wireless service providers and their call analytics vendors to allow only legitimate outbound business calls to pass through the carrier network-level spoofing protection filter on the way to customers. As a result, you can better protect against losses via spoofed calls using your corporate phone numbers and increase call answer rates with a healthier reputation.

  • Reputation Defense™ Call Number Management Service This service helps remove fraud/spam labeling attached to enterprise calling numbers. By cleaning and restoring the positive reputation scores of existing numbers, Reputation Defense helps increase call answer rates.

SecureLogix offers these benefits of SecureLogix Contact™ and outbound call trust services:

  • A unified, comprehensive solution: our technology combines call branding, number reputation management and call security and integrates seamlessly with our inbound security and authentication solutions.

  • Full call branding display capabilities, potentially including company name, logo, trust verification, and the reason for the call.

  • Higher answer rates: When combined with outbound call spoofing protection and phone number reputation management tools, SecureLogix Contact™ helps companies achieve an average of 30% increase in call answer rates.

  • Broad coverage: Contact™ offers broad coverage across wireless devices, extensive call coverage across numbers registered by all major wireless carriers cover 95% of wireless subscribers.

  • Low friction deployment: Businesses can rapidly onboard the solution with number aggregation and registration of all phone numbers of interests, even across different service providers.

FAQ

Q: What is branded caller ID

Branded caller ID allows businesses to display their brand name, logo, and sometimes additional information on recipients’ screens during phone calls, improving recognition and trust.

Q: Can branded caller ID work on all devices

While branded caller ID can work on most modern smartphones, compatibility varies across different carriers and devices. It’s best to verify with the provider which devices and networks are supported.

Q: How is branded caller ID different from standard caller ID

Standard caller ID typically displays a phone number and, in some cases, a generic location. Branded caller ID adds specific brand information, such as the company’s name or logo, for a more customized experience.

Q: How does branded caller ID help with spam prevention

Branded caller ID verifies business information, reducing the risk of calls being flagged as spam. Some providers also monitor calls for spam complaints to help businesses maintain a good reputation.

Q: What happens if my branded caller ID is flagged as spam

If flagged as spam, your calls may not display correctly or could be blocked. Many branded caller ID providers offer monitoring tools to alert you to issues, so you can address them promptly.

Q: Can I display different information on calls to different customers

Some advanced branded caller ID solutions allow personalization, such as showing customized messages for specific customer segments or departments, though this depends on the provider’s capabilities.

Q: Does branded caller ID work for text messages as well as calls

Branded caller ID is primarily designed for calls. However, some solutions may offer branding options for text message sender IDs, though this depends on the provider and carrier.

Additional Reading