Issues for Measuring Call Branding on Consumer Behavior and Economic Outcomes

The success of a business is heavily dependent on customer engagement. The authors’ hypothesis is that if the called party knows who is really calling, they will be more likely to answer the call.

This concept paper considers:

  • How call branding, using the mechanisms of STIR/SHAKEN, increases the trust and authenticity of phone calls by showing the brand, or logo, of the organization making the call.
  • The surveys and experiments conducted so far to help gather insights and make data-backed decisions.
  • What future studies are required.
  • The outlook and conclusions for branded calling as a way of providing customers with more information about callers and improving their overall experience with the company.

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