Branded calling enables organizations to have their name, logo, and call reason displayed on the handset of the people they call. The increase in call completion is dramatic. A new industry-led initiative, Branded Calling ID™ (BCID), enables Premier to participate in delivering branded calling services.
Branded calling has been available for years using proprietary solutions. The deployment of proprietary solutions has proven the robust market demand for branded calling. Businesses are paying up to 12 cents per call to have their calls branded. However, the adoption rate has been low because telephone service providers are excluded from proprietary branded calling services for their business customers.
A new initiative by CTIA — The Wireless Association has dramatically increased the adoption of branded calling services by enabling telephone service providers to offer branded calling services using standards-based technology. This new initiative is the Branded Calling ID™ (BCID) ecosystem.
Branded Calling Can Display Caller Name, Call Reason, and Logo
Figure 1. Branded Calling Examples for Android 1, Android 2, and iOS
Who needs branded calling?
Branded calling is valuable for businesses that have an urgent need to speak with their customers. Generally, the urgency is driven by an immediate need to avoid revenue loss and prevent unnecessary expenses or inconvenience for the customer. Here are a few examples.
Financial services — Urgent calls to customers regarding fraud events.
Car repair — Calls to customers to get approval for additional repairs. Without customer permission, the car repair is delayed and valuable garage bay space remains idle leading to a loss of revenue.
Appointment reminders — Avoiding a missed appointment prevents significant revenue loss. This case is especially true for health care services where a missed appointment could result in hundreds of dollars in lost revenue.
Field services – Home services in particular experience serious revenue loss when a homeowner is not available for a home service. Pest control, plumbing, electrical, and appliance deliveries can prevent the expense of a wasted truck roll by confirming their next appointment is available before traveling to their next job site.
Education — Schools do not often call parents directly, but when they do it is an important call. If a child is sick at school, the school needs to speak with the child’s parent as soon as possible.
Brand Awareness
Branded Calling ID is a powerful, cost-effective tool for brand awareness. Branded calls put the enterprise’s brand and call reason in the palm of their customer’s hand, creating an opportunity for immediate customer engagement. The brand impression persists during the call and remains after the call with the logo and call reason prominently displayed in the phone’s call history. Missed calls are more likely to be returned when a customer sees a brand and call reason they trust in their call history.
Brand awareness and reputation are further enhanced by the terms of the BCID ecosystem, which prohibits non-TCPA-compliant calling and ensures only vetted brands are presented. Compared to other brand awareness tactics, such as print advertising, billboards, or web impressions, branded calling is more targeted, more effective, and less expensive.
