Why the Phone Remains Essential for Effective Customer Engagement
In our fast-paced digital world, businesses are constantly assessing their communication strategies to enhance customer engagement. Despite the prevalence of email and messaging, a recent study reveals that decision-makers overwhelmingly view the phone as a critical component in business operations. This 2025 study, conducted by Forrester Consulting for TransUnion (NYSE: TRU), tells us a compelling story about communication preferences and the evolving landscape of customer service.
Key Findings from the Study
This comprehensive study surveyed 719 decision-makers who oversee their organizations' outbound calling strategies. The results underscore a clear trend: 86% of these professionals believe that the phone is the most effective outbound channel for achieving customer service goals and boosting revenue. This insight is crucial for businesses that aim to prioritize customer relationships and tailor their approaches accordingly.
The Balance of Digital and Voice Channels
While decision-makers acknowledged a shift towards digital channels, they also noted a significant decrease in call volume, with companies making 26% fewer calls overall. However, the phone retains its status as the primary mode of communication for addressing urgent customer needs and private discussions. This balance indicates that while digital solutions are vital, the human touch of a phone call cannot be easily replaced when high-stakes matters arise.
The Importance of Accurate Caller Information
One major takeaway from the study is the emphasis on accurate caller information displayed during outbound calls. Three in four decision-makers consider this a top priority for enhancing customer engagement and increasing answer rates. Branded calling could play a pivotal role in this, as it allows companies to present valuable information, ensuring that customers recognize who is calling, which can lead to higher engagement metrics.
Features That Enhance Caller Experience
Among the respondents, various features of branded calling were identified as critical for improving customer experience. Notably, 75% of decision-makers highlighted the importance of accurate caller ID on outbound calls. Additional features like protection against call spoofing (67%), indications that a call is authenticated (62%), and displaying company logos during calls (58%) are also pivotal. These elements reinforce trust and promote a more engaging interaction.
Challenges Facing Businesses
Despite the recognition of the phone's value, there are significant challenges that organizations face in this arena. The rise in call spoofing represents a growing concern, with 80% of decision-makers observing increased inquiries about this issue, leading to higher operational costs. Moreover, 72% believe that customer trust has declined due to frequent spoofing incidents, impacting retention strategies.
The survey revealed that 55% of decision-makers feel their current technologies do not adequately protect against call spoofing, an increase from 38% in previous years. This indicates a pressing need for businesses to seek robust solutions that safeguard their reputations and streamline customer interactions.
Optimizing the Phone Channel
The findings suggest that businesses have an opportunity to refine their phone strategies, concentrating on urgent and personal matters, which are highly valued by customers. By adequately addressing individual contact preferences and improving the overall customer experience, organizations can set themselves apart in a competitive market.
Expanding Customer Communication Strategies
In addition to enhancing trust with existing technologies, decision-makers must consider innovations in customer contact intelligence. With the proven success of branded calling and authentication features, companies can significantly boost their customer interaction strategies. Integrating technologies alongside a commitment to security can yield substantial benefits, translating to more confident transactions and satisfied customers.
Engaging at Industry Events
TransUnion is actively contributing to these discussions and innovations. The company will participate in the upcoming Enterprise Connect 2025 event, where industry experts, including Senior Director Mick Moss, will address restoring trust in the voice channel through branded calling initiatives. These discussions are vital for shaping the future of customer engagement.
Understanding the Survey Methodology
The insights from the study are derived from an online survey targeting decision-makers across various sectors, including automotive, financial services, and healthcare. The method involved gathering views on outbound communications' effectiveness, with participants incentivized for their time, showcasing the importance of industry dialogue in shaping future strategies.
About TransUnion (NYSE: TRU)
TransUnion stands as a leader in global information and insights, with a dedicated workforce of over 13,000 professionals spread across 30 countries. Their mission is clear: to provide reliable representations of individuals within the marketplace, thus making trust possible in transactions. By leveraging innovative solutions, TransUnion extends its reach beyond core credit services, addressing marketing, fraud prevention, risk assessment, and advanced analytics.
TransUnion's commitment to fostering economic opportunities and empowering individuals resonates through its motto, "Information for Good" — aimed at delivering exceptional experiences for consumers and businesses alike.
Frequently Asked Questions
What was the main finding regarding the phone's role in business?
According to the study, 86% of decision-makers have identified the phone as the most important outbound channel for achieving customer service goals and maximizing revenues.
What percentage of decision-makers feels that accurate caller information is essential?
Three in four decision-makers, or 75%, believe accurate caller information is crucial for improving customer engagement and increasing answer rates.
How has call spoofing affected customer trust?
72% of decision-makers reported a decline in customer trust due to increased instances of call spoofing, impacting customer retention negatively.
What are some key features of branded calling?
Key features include accurate caller ID, protection against call spoofing, authentication indications on mobile displays, and displaying company logos during calls.
What is TransUnion’s mission?
TransUnion’s mission is to make trust possible by ensuring reliable representation of individuals in the marketplace, thereby fostering economic opportunities and empowering individuals through innovative solutions.
