Issues for Measuring Call Branding on Consumer Behavior and Economic Outcomes

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

This concept paper considers: 听

  • 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.听听
  • The surveys and experiments conducted so far to help gather insights and make data-backed decisions.听听
  • What future studies are required.听
  • 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.听听

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