A new TNS survey released today finds that the rise in scams and persistently high volume of robocalls is driving consumer demand for businesses to brand their calls. More than three-fourths (76%) of Americans surveyed would prefer to engage with businesses that use branded calling over those that do not – a massive competitive advantage for organizations seeking to enhance the customer experience (CX) by optimizing the voice channel.
TNS’ survey of US wireless phone subscribers, conducted by global market research firm Kantar, examined US adults’ views on branded calls that consumers receive from ‘high-touch’ industries, such as healthcare, finance and insurance; factors driving demand for branded calling; and how robocall scams and fraudulent calls affect Americans’ willingness to engage with businesses via the voice channel.
More than 8 in 10 (81%) of consumers would answer a call if it follows a recent action they have taken with that brand – Affirming that despite challenges robocalls and fraud pose for businesses and consumers, the voice channel remains core to the evolution of customer engagement. This is particularly true for contact center enterprises and businesses that rely heavily on outbound calling for sales and customer service.
“Despite the progress in combating robocalls, consumers are wary of answering their phones. Businesses must address this erosion of trust in voice calling as a strategic business issue rather than just a technical challenge,” said Seth Walton, General Manager for TNS’ Communications Market. “Our survey strongly suggests that consumers are increasingly enthusiastic for branded calling solutions that provide a richer call experience and more secure engagement with their preferred brands.”
Additional survey findings reported that 77% of US adults would feel more protected as a customer if branded calling solutions were used by organizations and 75% of adults surveyed said they had missed calls from unknown numbers that they would have answered had they known who was calling them. More insights are available by downloading TNS’ eBook “Research Confirms Consumer Demand Remains High for Branded Calling” which includes detailed findings broken down by age, gender and region.
Download a Copy of the eBook
Complete the form for instant access to this eBook and discover more insights from TNS’ recent research into branded calling with detailed findings broken down by age, gender and region.