Omdia Report Shows How Negative Call Experiences Lead to Revenue Loss for Enterprises
In 2020, U.S. consumers received over 49.5 billion robocalls, and 45% of those calls were scams. Findings from Omdia’s report, Rebuilding Trust in Calls, 2021 ―a survey of 100 large U.S. enterprises across twelve industries―show that while the impact of robocalls on consumers is significant, the impact on enterprises may be even greater.
The survey benchmarks the importance of phone calls to enterprises, and the impact of negative call experiences on answer rates, customer engagement, brand reputation, and revenues.
Phone calls still reign supreme for customer engagement.
In spite of the rise of social media, email, and messaging apps, phone calls remain a vital channel for enterprises to communicate with their customers. According to Omdia’s survey, fifty-four percent of respondents ranked phone calls as the most important means to reach their customers, and an additional 29% ranked it as very important.
This is most pronounced for the hospitality and travel industry, where 80% of respondents see phone calls as the most important channel, and another 10% as very important.
Regulators stepped in, but with unintended consequences for enterprises.
To address the growing issue of robocalls, in 2020, the Federal Communications Commission (FCC) allowed Communications Service Providers (CSPs) to block or stop suspicious calls as long as they could rationalize how they were doing so using reasonable analytics.
Then, the FCC mandated that CSPs deploy STIR/SHAKEN call authentication technology by June 2021 to verify that telephone numbers and related data have not been spoofed. These practices aim to protect consumers from illegal robocalls and provide them confidence that their Caller ID display labels are accurate.
But these rulings are having an impact on enterprise’s outbound call performance. According to survey respondents, 90% of respondents said that more than 20% of their outbound calls were blocked six months ago. That percent of respondents increased from 84% a year ago.
In addition, 82% of respondents said that over 20% of their calls were mislabeled as spam six months ago. That percent of respondents increased from77% a year ago. The issue of mislabeling may become more serious as U.S. carriers continue to implement STIR/SHAKEN. Eighty-six percent of respondents said the problem could get worse in the future.
The impact of calls being incorrectly blocked or flagged as spam.
Digging deeper into the impact of company calls being incorrectly blocked or flagged as SPAM, respondents rated loss of sales/revenue, reduced answer rates, increased costs, increased call volumes, and reduced customer satisfaction as their top impacts.
When it comes to of sales and revenue, 50% of respondents said that revenue declined 11–20%, and another 22% had a 21–30% loss in revenue over the last six to 12 months.
“This is arguably the most striking and important finding of the research, given both the level of negative financial impact that companies are reporting due to negative call experiences such as call blocking or tagging, and the fact that the level of revenue losses is increasing over time,” Mike Roberts, Analyst, Omdia.
Action items for enterprises.
The report provides two key pieces of advice for enterprises looking to improve the customer call experience:
- Avoid viewing the call experience in isolation. Instead, phone calls and digital challenges need to be equally part of a unified omnichannel customer experience.
- Rebuild customer trust in calls by implementing branded calling that goes beyond caller ID to include assets like logos, name, and location – along with the verification that the call has not been spoofed.
As the impact of robocalls being inaccurately blocked or tagged as SPAM is now quantified in terms of revenue losses and increases in costs, enterprises must proactively address how they can rebuild trust in their calls and protect their brand and profitability.
Through a centralized platform, Neustar’s Branded Call Display (BCD) – part of our Trusted Call Solutions suite - lets you reassure customers it’s you calling by displaying your full name, business location, logos, e-business cards, social media links, and more, on the mobile display. At the same time, Neustar provides the STIR/SHAKEN component that verifies that the number, and the data, have not been spoofed