Customer Call Experience FAQ

Today's customers demand great experiences. For brands that do make improvements in CX, the payoff is loyal customers. A lot of progress has been made to advance the digital user experience, however traditional channels are often overlooked. Phone calls still play a vital role in the customer journey and offer valuable opportunities to connect with customers in a meaningful way.

The rise in illegal robocalls and caller ID spoofing has impaired the customer call experience. Contact rates for outbound business calls have dropped 20%, increasing outreach costs as brands try multiple times to engage customers and leaving customers to miss important calls for deliveries, installations and service.

In our webinar How to Use Trusted Call Solutions to Drive Better Customer Experiences and Impact Operational Costs, guest speaker Kate Leggett, VP and Principal Analyst at Forrester, and Jonjie Sena, Senior Director of Product Marketing at Neustar, discuss the gap calls have created in the customer experience, how to protect brand reputation and customer satisfaction and ways to keep this line of communication open. Here are insights shared in the webinar, including answers to important questions asked by attendees.

Why is it critical to deliver great customer experiences?

Companies need to deliver service and support aligned with customer expectations to garner satisfaction and long-term loyalty to their brand. Expectations are getting harder to meet so it's important to think beyond channels and focus on delivering differentiated experiences that nurture the relationship, no matter how you connect with the customer.

What is expected for the customer experience?

Customers expect companies they do business with to know who they are - what they've purchased, how they've interacted and how they prefer to communicate. Above all, customers want their time valued with easy, effective and positive interactions.

What is the impact of CX on business results?

Good customer experiences are good for business and have a quantifiable impact on results. A happy customer will keep doing business with you. A loyal customer will buy more, increasing their average lifetime value. And a loyal customer will recommend your company to their network, driving more sales. And great customer experiences also impact shareholder valuations. CX leaders outperform CX laggards in stock price growth and revenues.

How do customers want to interact with businesses?

When it comes to support, customers go to self-service tools as the first point of contact. If done well, help, FAQs and knowledgebase content allow customers to get their questions resolved with little friction. When customers can't find what they need on their own their next choice is voice calls as a fast and effective way to find a solution, before they use digital channels like email and chat.

Are phone calls still needed as a customer communication tool?

Voice calls are used to communicate sensitive, urgent or high-value messages and are becoming more important in our increasingly digital and self-service world. Calls bridge digital to offline channels and provide a rare moment of human connection. Brands can use phone conversations to nurture their bond with customers.

What is the state of the customer call experience?

When a customer gets a call from a company often just a number shows up on the call display. There's no name or title, logo or indication why they are calling and so the customer has no idea who is at the other end of the call. With the high volume of automated robocalls and call fraud, people won't pick up an unidentified call or one that is marked as spam. This experience contrasts what companies have done to personalize the experience of their digital channels.

What is being done to stop robocalling and call fraud?

Regulators around the world have put regulations in place to protect consumers from illegal robocalling. In the US, the FCC allows phone companies to block certain types of calls or mark them as spam. There are also mobile apps that help consumers block potentially bad calls. Unfortunately, these mitigation solutions also inadvertently block or spam tag legitimate business calls. To protect from caller ID spoofing, the FCC has instructed phone companies to implement call authentication solutions.

How can businesses improve the experience for outbound calls?

Companies can optimize the call experience by accurately displaying company name and calling number, enhancing the display with logos or message to personalize the call, registering phone numbers used for outbound calls to avoid incorrect spam tagging or blocking and implement solutions that certify caller identity, so customers can trust who is calling. These strategies help to increase contact rates and engage customers on the phone.

How can companies find out if their outbound calls are being blocked or tagged as spam?

This is one of the biggest challenges with robocall mitigation techniques as there is not a central or standard way to find out which calls are being blocked or tagged as spam. Companies have to inquire with different app providers and phone companies to get this information. There is work being done to standardize and centralize it.

We are a contact center that does outbound calls for charities. Can we brand the call display for the client we are calling on behalf of?

Neustar's Branded Call Display allows you to create a custom call display by adding business cards, logos and images, as well as custom messages for calls and texts to smart phones. You can customize the display for each client you are representing.

What is call authentication and how will it help to improve contact rates?

Call authentication is the ability to digitally sign calls and attach certificates that verify caller identity. The STIR (Secure Telephony Identity Revisited) call authentication standards and SHAKEN (Signature-based Handling of Asserted information using toKENs) implementation framework have been developed to prevent caller ID spoofing. Certifying the caller identity will help give customers confidence in answering calls.

How can call centers certify outbound calls?

Phone companies are in process of implementing call authentication capabilities. Businesses can certify outbound calls from their call centers by deploying solutions enabled with certified caller capabilities aligned to the current standards. These applies certifications to the call so when it reaches your customer the display indicates the call is from a secure environment and the caller identity has not been spoofed.