Consumers are now highly cautious when it comes to answering their phones. If they don’t recognize a number or caller ID information is negative, they’ll refuse the call and may immediately block it. Some consumers report the number to their carrier. Long gone are the days when people answered most, if not all, of their calls.
This consumer attitude means you have to approach your outbound calls carefully. When you run a campaign, your caller ID makes the first impression on your contacts, so it had better be accurate and positive. In this age of call blocking apps, call labels, and call flags, managing your caller ID is essential to your campaign’s success.
How Does Caller ID Work?
The terminating service provider (the party receiving the call) determines your caller ID display. When you place a call, that service provider looks up the incoming phone number in CNAM (Caller ID Name) databases to find matching caller ID information. If this caller ID information is found, it will be displayed, allowing your contacts to make an educated decision about answering your call.
One big downside to the current caller ID system is the lack of consistency. Many CNAM databases exist, so the terminating service provider might not query the correct database even if your numbers are registered.
As a result, a consumer’s caller ID may read “Unknown Caller” or “Potential Spam” instead of correctly displaying your business. Plus, your agents may experience low connection rates, which can mean your company suffers significant financial losses.
Rich Call Data Aims to Change the Game
Since the implementation of STIR/SHAKEN, caller ID accuracy has become a hot button topic for call centers. Everyone in the industry agrees that the current system is falling short. Fortunately, rich call data (RCD) is a promising method currently under development to improve caller ID information.
RCD uses SIP headers that better allow systems to relay accurate caller ID information. With RCD, the originating service provider looks up the caller ID information and relays this information in the call. This method fixes the inconsistency that occurs when terminating service providers reach out to different CNAMs.
RCD caller ID information is also much more detailed. It can include the following:
- Your business’s authenticated number and name
- Branded business logo
- Your business type, such as non-profit, etc.
- Your call’s originating location
- The reason the consumer is receiving the call, such as customer service or healthcare information.
This in-depth caller ID information means consumers will be more likely to answer your call, drastically improving your connection rate.
How to Ensure Your Caller ID is Accurate
You must register CNAM data for your outbound calling campaign phone numbers to ensure caller ID accuracy. This step links your business information to the phone numbers, making it easier for terminating service providers to display your caller ID information. If the service provider cannot find your data in a CNAM database, your caller ID will be inaccurate, leading to a lower rate of connected calls.
Enhanced Caller ID Services
Enhanced caller ID services are another tool you can use in calling campaigns. They can help your business by displaying your company’s name or the person calling, the company logo, and even the department where the call originated. This additional information reassures call recipients that your call is legitimate and not a robocall or spoofed call.
Despite these advantages, enhanced caller ID services have many of the same drawbacks as CNAM registration. For instance, enhanced call ID often only works on certain carriers. So while some of your contacts will receive helpful information, others may not receive even your company’s basic data. Currently, enhanced caller ID does not solve the caller ID accuracy issue.
Monitoring Your Phone Number Reputation
Due diligence about your calling practices will mitigate many problems. You should monitor all outbound calling campaign numbers for flags. Fortunately, you can use advanced software to scan your numbers and see if consumers or carriers have flagged them.
You cannot afford to continue using flagged numbers because you’ll lose sales while your company’s reputation suffers. Remember, leads, prospects, and even your existing customers aren’t likely to answer calls flagged as “Spam Risk” or “Scam Likely.”
Consumers no longer feel they need to answer every call. In fact, most will never answer a call from an unknown caller or one labeled “Spam Risk,” or “Spam Likely.” To protect your business, you need to remain vigilant about the numbers you use so that you can protect your caller ID accuracy. Rich call data will soon be another way to ensure your caller ID displays correctly.