With 72% of Americans refusing to answer their phone to unidentified phone numbers, yet 76% saying they prefer to engage with businesses that use branded calling over those that do not, the opportunity for the channel to help enterprises improve their outbound calling CX is clear.
The role that channel partners can play to help organizations guard against the risk of voice fraud and improve outbound calling metrics was discussed in TNS’ recent Channel Futures webinar. This ‘Fast Chat’ interview with Channel Futures’ editorial director Craig Galbraith discussed the impact that spoof and scam calls can have on both enterprises and consumers, with 70% of calls in the US currently identified as spoof calls.
The on-going surge of spoof and scam calls has made US adults increasingly unlikely to answer unidentifiable or unverified phone calls, however TNS’ independent research shows that most people would still prefer to deal with financial, healthcare, retail and other businesses by voice than via an app, website or similar methods.
When bad actors illegally use originating numbers so that they appear to be calling from legitimate enterprises, these spoof calls can result in financial and data loss for consumers, and for the spoofed enterprises, a loss of customer trust, the financial cost of compensating consumers and damage to their brand reputations.
As impersonation tactics by bad actors advance, customers can be tricked by a dual approach of spoof texts as well as voice calls, aiming to convince them that the approach is legitimate when it is not.
As trusted advisers, channel partners are perfectly placed to help enterprises secure their outbound calls by deploying anti-spoofing, caller authentication and branded calling technologies. These measures allow only verified calls to reach customers and immediately block non-authenticated calls from using legitimate organizations’ numbers.
For channel partners, the benefits that protection measures like these bring include the opportunity to expand their role as trusted advisers and enhance their offerings with these protective solutions.
To hear more about the benefits to the channel of offering anti-spoof and authentication measures, watch the interview below.
Maurie Munro is Vice President of Enterprise Sales for TNS Communications Market, with responsibility for the TNS Enterprise Product Suite.
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