Customer Service

How retailers can digitally transform the voice channel to increase answer rates

When retailers provide more brand information on an incoming call screen, it engenders trust in the call and engages customers to answer. This trust helps retailers more effectively and efficiently provide updates on orders to their customers.

Photo: Adobe Stock

October 24, 2023 by Jim Tyrrell — Vice President of Enterprise Product Management, TNS

Bad actors continue to unleash a flurry of robocall scams purporting to come from some of the most respected retail brands in the industry — challenging retailers to protect their brands, customers, and bottom line. According to new consumer research data, 69% of Americans are concerned about robocall scams that pose as retailers and claim a package is pending. Furthermore, nearly two-thirds (66%) believe there has been an increase in delivery or package/mail robocall scams over the past 12 months.

While Americans are rightly concerned and aware of package and delivery robocall and robotext scams, they still top the list annually of top scams reported to Federal and state regulatory bodies. As a result, retailers are looking for ways to cut through unwanted robocall noise.

The digital transformation of the voice channel is an often overlooked initiative for retail brands, but one that should be leveraged as unwanted robocalls threaten to undermine consumer trust in voice calls. Transformation is essential to helping increase customer answer rates, improve lead generation and productivity, and, ultimately, help drive more revenue to retail businesses' bottom line.

The main way businesses can digitally transform the voice channel is through branded calling, which presents critical brand information on an incoming call screen so consumers can differentiate unwanted robocalls from wanted ones. Customers want this technology: 63% of respondents would answer a call from retail brands if the brand logo/name was displayed on the incoming call screen.

The robocall problem

Americans received a staggering 77 billion unwanted robocalls in the last 12 months, helping to explain why 68% of Americans no longer answer calls from unknown numbers. More often than not, these unwanted calls are from bad actors working to swindle individuals into handing over their personal information.

Retail robocall scams are constantly used by bad actors. Often they disguise themselves as well-known high-profile retailers, such as Amazon, to trick consumers into handing over their credit card information. A recent Amazon-related robocall scam involved fraudsters impersonating Amazon sales representatives to get their target victims to cough up remote access to their Amazon account to receive a refund. Stealing account passwords then enables the bad actors to access credit card numbers and other personal information. Bad actors are also extremely nimble and use current events as the subject of their scams. When Amazon Prime Day approaches and order volume spikes, scammers will take advantage of higher transaction levels.

Branded calling technology offsets robocall damage that leaves consumers wary to answer calls from legitimate retailers through enterprise call authentication. The solution restores trust in the voice channel by equipping Americans with the information and confidence they need to answer the phone. This technology has a profound effect on retail organizations' customers.

Consumer demand for branded calling

Retail businesses are motivated to move forward with the digital transformation of the voice channel because of their customers' appetite for it. When asked if consumers would answer a branded call from a company that they have previously permitted to contact them, 82% of Americans agreed, with 74% saying they would answer a branded call from a company that they had inquired about their services via an online form or requested a callback.

Perhaps most importantly, Americans like the idea of having a delivery service reach out to communicate critical consumer updates: 80% would answer a branded call from a delivery company if they were expecting a shipment.

Benefits for retailers

When retail companies provide more brand information on an incoming call screen, it engenders trust in the call and engages customers to answer. This trust helps retail organizations more effectively and efficiently provide shipping updates or offer updates on orders to their customers. The more trust customers have in a retail brand, the more likely they are to buy again from that business.

Digitally transforming the voice channel is how retail companies can break through the noise and confusion created by unwanted robocalls. With branded calling, retail organizations can improve the way they communicate with their customers. This is a win-win for both parties that provides a superior customer experience which helps drive additional revenue to the bottom line.

About Jim Tyrrell

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