According to a 2025 commissioned study by Forrester Consulting on behalf of TransUnion® , 86% of decision-makers across a wide range of industries said that even as their outbound call volumes decrease, the phone is still the most important outbound channel for meeting customer service goals and increasing revenue. Furthermore, in 2024, as the top overall business goal, growing revenue was considered more important than improving the customer experience.
The issue is that businesses face numerous obstacles in reaching customers by phone, including the need for:
- Up-to-date contact information: 74% of respondents said they have what’s considered below a good right-party contact rate, and face limitations or missing functionality around contact data intelligence and the best day and time to reach customers.
- Context on calls (like logo) and call authentication: Three out of four decision-makers said accurate caller ID information displayed for outbound calls is important for increasing contact rates.
- Protection against call spoofing: Two out of three decision-makers considered protection against call spoofing and related fraud as essential for enhancing customer engagement and increasing contact rates.
The study also highlights strategies and solutions that help businesses reach more customers and reduce call spoofing and fraud.