New Survey: 76% of Consumers Prefer to Engage With Businesses That Brand Calls

TNS data details branded calls’ influence on protecting outbound calling operations and customer engagement

RESTON, Va.--(BUSINESS WIRE)--A new Transaction Network Services (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: https://tnsi.com/resource/com/research-confirms-consumer-demand-for-branded-calling-ebook/

About Transaction Network Services

TNS, a market leader in call identification and robocall mitigation, provides an end-to-end ecosystem for protecting and restoring trust in voice calling. TNS addresses the full needs of wireless and wireline operators globally with TNS Call Guardian®, the industry-leading call analytics solution that protects subscribers from high risk and nuisance robocalls. In addition, its Enterprise product suite, including TNS Enterprise Authentication and Spoof Protection and TNS Enterprise Branded Calling, is taking the next step in enriching consumer engagement, making the voice channel an integral part of an omnichannel customer experience program. TNS analyzes over 1.5 billion call events across more than 500 operators every single day, enabling enterprises to protect their brand and consumers, and carriers to identify more unwanted robocalls. For additional information visit: www.tnsi.com/resource-center/communications.