Brand your phone call, build your brand reputation
Charles Morgan, wearing many hats, is president and CEO of First Orion. Since its inception in 2008, Morgan has guided First Orion, and the company offers the industry’s most comprehensive scam, fraud and impersonation protection solutions, serving hundreds of millions of consumers every day. First Orion’s unique approach connects businesses to customers while ensuring trust in mobile phone communication across industries. In our conversation, we discussed the challenges companies face when connecting with customers over the phone and highlighted how brand communication technology is changing the landscape.
Gary Drenik: What challenges do businesses face when trying to reach their customers by phone?
Charles Morgan: Businesses face the challenge of restoring trust in the phone call and establishing person-to-person connections through voice touchpoints. Lack of trust can be attributed to consumers experiencing record levels of fraudulent calls and spam and as a result it has become vital for businesses to leverage branded communication technology that not only enables them to identify, but also to provide context during the call. . Businesses know they’re struggling to convince customers to answer their calls, but they don’t realize there’s a new brand communication technology that can help them increase customer relationships.
In 2021, US consumers received approximately 110 billion fraudulent calls resulting in 88 million scam victims and approximately $44.2 million in losses. Results from First Orion’s Brand Impact Report also revealed that 93% of respondents received a scam call on their cell phone, and 90% said they did not feel comfortable answer the phone when they did not recognize the number.
An overall call avoidance behavior continues to be reinforced in the minds of customers. Thus, when an unknown number appears on a screen, it does not get an answer. Although ignoring calls helps consumers avoid scams, 78% of people said they missed an important call because they didn’t answer an unknown number.
Because people are so leery of answering unidentified calls, companies that don’t use brand communication find it harder to engage with customers over the phone – even though data has shown that a phone call is a preferred method of contact.
Drenik: How has the customer service landscape changed as fraudulent and spam calls have become more common?
The rise in scam and spam calls has made the ability to tag and provide context for a call a necessity as businesses look to increase efficiency. Companies not using brand communication in their outreach experience weakened customer loyalty. Operationally, this negatively impacts the bottom line when first response rates are low, as it leads to more calls, time and money being spent reaching the same customers.
When a customer doesn’t answer a phone call or misses an important message due to reluctance to pick up an unrecognized number, it can damage brand reputation. Organizations using unidentified numbers also run the risk of numbers being spoofed by bad actors.
Businesses need the right people on the phone at the right time, and they can’t afford to play phone etiquette. Brand communication delivers efficiency and improves workforce productivity through increased response and engagement rates for calls made by sales, customer support, and other departments.
Drenik: How can companies use brand communication to strengthen their relationships with consumers and streamline their operations?
Morgan: Brand communication strengthens relationships and streamlines operations by providing consumers with a personalized experience that increases a business’s efficiency through improved engagement rates. Personalization, whether through brand appeal or targeted outreach, is an approach that companies across different industries are practicing. However, customer relationship management (CRM) software is only part of the equation, and most people would agree that using CRM effectively is about talking to the right people at the right time with the right message. The combination of branded communication technology with CRM software creates the ultimate 360 degree view of the customer and mitigates the inefficiency of calls from unidentified numbers.
For example, a Prosper Insights & Analytics survey found that 67% of US adults aged 18 or older value same-day delivery for online orders. In a scenario where a company’s brand perception depends on performing same-day deliveries, the ability to drop off a package on the first attempt is critical. However, unanswered calls affect the ability to provide timely deliveries. Missed deliveries not only have a negative impact on customer satisfaction, but also on the company’s financial interests due to the cost associated with delayed deliveries.
Increasing first-call conversion rates by more than 76%, First Orion’s ENGAGE solution allows companies to brand calls with a logo, company name, department or reason for the call. In addition to ENGAGE’s capabilities, our INFORM technology displays a personalized 32-character message that appears on the call recipient’s mobile device at the time of the call and in the call log thereafter, increasing the likelihood that the customer will call back. These content- and brand-rich solutions were developed to help brands increase engagement and deliver superior customer experiences.
Reaching all customers is also an important factor in building strong customer relationships. This forces telephone service providers to adopt, commit to and support branded communication technologies. We believe businesses should have a unified platform to reach all customers, regardless of the service provider they use. That’s why we’re leading the way by enabling two-thirds of mobile phones and landlines to receive branded communications through First Orion. by the end of the first quarter of 2022.
Brand communications will become an integral part of a company’s CRM infrastructure of the future and change the way people view telephone communication – bringing trust and transparency back to the phone.
Drenik: How does brand communication give businesses a competitive edge when contacting potential customers over the phone?
Morgan: According to a recent Prosper Insights & Analytics survey, approximately 75.6% of people rated the level of importance as three or more on a scale of one to five when asked about the possibility of speaking with customer service online. direct free of charge when purchasing online. Another study found that 59% of consumers said they considered a phone call to be the most personal form of interaction outside of visiting a physical store. Consumers want to be contacted by phone, but they want to know who is calling.
A staggering 77% of people would consider a brand to be “more premium” if it identified themselves clearly when calling, and more than seven in 10 people would consider taking their business to a company that marks phone calls rather than another that does not. In addition to building trust and improving the customer experience, brands that use brand communication streamline operations and increase call response and conversion rates.
Drenik: How does brand communication facilitate a better experience for customers?
Morgan: We already know that customers want to hear about the brands they interact with or follow. However, it is the responsibility of the company to go beyond the use of CRM software and make these communications more effective in order to maintain and improve the quality of customer experiences.
Brand communication capability with a logo, reason for contact and organization name keeps the company top of mind in every communication and elevates customer confidence by ensuring brand legitimacy. In an age where fake numbers and spam keep people away from their phones, nine out of ten people feel comfortable answering branded calls.
About a third of consumers aged 18 or older in a recent Prosper Insights & Analytics survey said they were somewhat or very likely to give personal information, such as a phone number, at checkout when a store employee the request.
Companies that don’t use brand communication technology are missing key brand touchpoints during the customer journey and opportunities to streamline operations.
Drenik: Thank you, Charles, for taking the time to dig deeper into how brand communications and data can be used to build customer relationships, streamline business operations, and provide valuable insights into today’s customer landscape.