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Rich call data transforms phone call interactions by showing much more than a telephone number on the incoming call screen. Ìý

UnlikeÌýtraditionalÌýCaller ID or CNAMÌýwhichÌýoffersÌýonly a nameÌýand telephoneÌýnumber, rich callÌýdataÌýdelivers contextÌýthat help recipients decide whether to answer the call, such as:Ìý

• Brand logosÌý
• Call reasonÌý
• Verified brand identityÌý

For businesses,Ìýenriched callingÌýhelpsÌýreduce friction,ÌýincreaseÌýanswerÌýratesÌýand build trust throughÌýcaller authenticationÌýand consistentÌýbranded caller ID. ThisÌýblogÌýexplainsÌýwhat rich callÌýdataÌýis, howÌýenriched callsÌýare delivered and practical steps for adoption.Ìý

What is Rich CallÌýData?Ìý

Customers increasingly ignore unknown numbersÌý–ÌýÄ¢¹½ÊÓƵ research found thatÌý72% of adults do not answer the phoneÌýto unknown numbers.Ìý

Rich call data helps increase the answer rate by making calls recognizable and trustworthy before the recipient answers. Enriched calling helps improve customer experience for service teams, reduce abandoned calls for sales organizations, and cut fraud and spoofing incidents when paired with strong caller authentication.

OrganizationsÌýthat deployÌýbranded callingÌýsolutionsÌýthat provideÌýrich callÌýdataÌýas part of their outbound callingÌýstrategiesÌýmayÌýsee measurable improvements in engagement and lower complaint volumes.Ìý

HowÌýRich Call DataÌýWorksÌýÌý

At a high level, rich call data appears on incoming call screens via a three-stage process: authentication, enrichment and delivery.

1. AuthenticationÌý

CallerÌýidentity is authenticatedÌýusing zero-trust mechanismsÌýsuch asÌýthe Ä¢¹½ÊÓƵ pre-call API,ÌýestablishingÌýtrustÌýthat tell a network how confidently the caller’s number has been verified.Ìý

Proper implementation ofÌýcaller authenticationÌýis essential: without it, carriers may downgradeÌýenrichedÌýcallÌýdataÌýand recipientsÌýmayÌýnot receive verifiedÌýbranded callerÌýID.Ìý

2. EnrichmentÌý

Next,ÌýcallsÌýareÌýenrichedÌýwith theÌýrich call dataÌýthat will appear on theÌýincoming call screen. Depending on the branded calling provider, thisÌýmayÌýinclude brand logoÌýandÌýcall reason.ÌýÌý

3. DeliveryÌý

Finally, the branded calls are transmitted across the network and rendered by the recipient’s device, delivering enriched calling experiences to consumers that help improve answer rates and desired call outcomes.

Rich Call Data Delivery ModelsÌýÌý

Before implementing an enriched calling strategy for a business’ outgoing calling operations, there are a few items of importance to consider – one of those being the approach to enriched calling delivery.

There are two main approaches to deliverÌýbrandedÌýcalling ID:Ìý

• Network-based:Ìýintegrates with carriers and displays content at the OS or carrier level, offering the broadest reach and the clearest branded caller id experienceÌý
• App-based:ÌýrenderÌýenriched content inside an app, whichÌýmayÌýbe faster to market but depends on users installing and granting permissionsÌý

Branded calling solutions such as Ä¢¹½ÊÓƵ Enterprise Branded Calling, partner with carriers to provide network-based and app-based branded calling. This enables businesses that deploy Enterprise Branded Calling to deliver enriched calls without an app to millions of consumers across multiple network carriers along with consumers that have an app already pre-loaded on their device for Android phones that don’t support rich call data.

Successful deployment requires carrier partnerships, onboarding with strong vetting practices for brand verification, and handset or operating system support for rendering branded caller ID.

How to DeployÌýBranded Calling IDÌý

Branded calling ID solutions provide businesses with a newÌýplaying field for building customer trust and brand reputation – incoming call screens.Ìý

Ìýand Ä¢¹½ÊÓƵ research found thatÌý78% of adults are more willing to answer a branded call from a company they recognize, providing businesses with ample opportunity to engage with their customer base and utilizing enriched call data to do so.

For businesses that are looking to deployÌýbranded calling IDÌýsolutions to their outgoing calling operations, the Ä¢¹½ÊÓƵ Enterprise Team have put together their ‘Roadmap to Deployment’ – everything businesses need to knowÌýto make the right decision:

• Onboarding:Ìýcarriers andÌýstrongÌývettingÌýpracticesÌýmust verify that a company owns and legitimately uses the telephone numbers being enriched withÌýrich call dataÌýand that the content applies with policy.Ìý
• Governance: Name and brand attributes that appear on an enriched call screen must be correct and authorized. Solution vendors and businesses should clarify responsibilities for content accuracy, hosting, data retention and dispute resolution.
• ImplementationÌýand vendor:ÌýChoose which path is the best forÌýyourÌýbusiness: direct carrier integration or third-party branded calling platform. Variables such asÌýspeed, control, costs, coverage, contentÌýmanagementÌýand analytics should all be considered when choosing which implementation path is best for your business.Ìý
• Privacy,ÌýsecurityÌýand compliance: Must be central to any branded calling ID strategy. Only necessary metadata should be shared, media assets must be stored with appropriate access controls, and contractual terms with carriers or vendors must clarify data usage.
• Measuring success:ÌýDefine KPIs before launch. Typical metrics include answer rate lift, conversion or resolution rates on answered calls, spam or complaint reductions and changes in fraud incidents.Ìý

Strong caller authentication reduces exposure to spoofing but does not eliminate privacy obligations; organizations must follow regional rules for consumer communications and optin/optout expectations.

Rich Call DataÌýin PracticeÌý

For high-touch industries, such as healthcare, financial services,Ìýhospitality,Ìýetc., telephone calls are the quickest and most efficient way for businesses toÌýget in touch withÌýtheir customers.ÌýÌý

For healthcare in particular,Ìýthe voice channel is the quickest communication method to relay important healthcare informationÌýandÌýupdateÌýpatients on treatment plans, yet many healthcare organizations struggle to get their patients to answer their phones.Ìý

Rich Call DataÌýHealthcare Case StudyÌý

One healthcare organizationÌýgot in touch withÌýÄ¢¹½ÊÓƵ to deploy Ä¢¹½ÊÓƵ Enterprise Branded Calling in the hopes that theÌýbranded caller IDÌýsolutionÌýwould encourage their patients to answer their phones and engage with them via the voice channel.Ìý

A healthcare organization piloted Ä¢¹½ÊÓƵ Enterprise Branded Calling and saw a 41% increase in answer rates, driven byÌýenriched call dataÌýdelivered through the solution.Ìý

The success of the pilot led to a live service, with the organization continuing to reportÌýbeing able toÌýcontactÌýcustomers in fewer calls, saving time and financial resources, in addition to providing patients withÌýdedicatedÌýcustomer service.ÌýÌý

Enrich CallÌýOperations TodayÌýwithÌýRich Call DataÌýÌý

Rich call dataÌýmayÌýtransform your business’ outgoing call operations byÌýturning your customer’s smartphones intoÌýtrust and brand building opportunities.ÌýÌý

Enriched callingÌýmayÌýhelp improve the answer rates,ÌýengagementÌýand/orÌýauthentication of your business’ calls –Ìýbranded caller IDÌýsolutions can handle it all.ÌýTo begin the road toÌýenriched calling today, consider:Ìý

• Starting with a readiness audit:Ìýmap phone numbers, confirm number ownership, and list target use cases.ÌýÌý
• Pilot a small group of enriched calls to measure answer rate lift and iterate on messaging.ÌýÌý
• Work with carriers or a proven vendor to complete vetting and implement caller authentication for full branded caller id delivery.ÌýÌý

Adopting rich call data via branded calling solutions as part of a modern communications strategy may help increase trust, reduce fraud risk via caller authentication and make voice interactions a stronger channel for customer engagement.