TransUnion (TRU, Financial) has released a new study conducted by Forrester Consulting, emphasizing the continued importance of phone communication in business operations. Released on March 17, 2025, the study surveyed 719 decision-makers across various industries, revealing that 86% consider the phone the most crucial outbound channel for customer service and revenue growth. Despite a reduction in call volume, the phone remains vital for urgent and personal customer interactions. The study also highlights challenges such as inaccurate contact data and call spoofing, underscoring the need for authenticated, branded calls to enhance customer engagement and reduce fraud.
Positive Aspects
- 86% of decision-makers affirm the phone as the most important outbound channel for customer service and revenue.
- Adoption of branded calling and call authentication solutions enhances customer experience and reduces fraud risk.
- 75% of decision-makers value accurate caller ID for improving engagement and answer rates.
Negative Aspects
- 80% of decision-makers report increased customer service inquiries due to call spoofing.
- 72% observe a decline in customer trust due to call spoofing, affecting retention.
- 55% of decision-makers find their current technologies inadequate for call spoofing protection, up from 38% in 2022.
Financial Analyst Perspective
From a financial standpoint, TransUnion's focus on enhancing phone communication through branded calling and authentication solutions could lead to increased customer satisfaction and retention, potentially driving revenue growth. The emphasis on reducing fraud risk aligns with broader industry trends towards security and trust, which are critical for maintaining competitive advantage. However, the rising concern over call spoofing indicates a need for further investment in robust security technologies.
Market Research Analyst Perspective
The study underscores a significant market opportunity for TransUnion in the realm of outbound communication solutions. As businesses continue to rely on phone communication for critical interactions, the demand for secure and authenticated calling solutions is likely to grow. TransUnion's proactive approach in addressing these needs positions it well to capture market share, especially as digital channels become more prevalent but less trusted for urgent matters.
Frequently Asked Questions
Q: What percentage of decision-makers consider the phone the most important outbound channel?
A: 86% of decision-makers consider the phone the most important outbound channel for customer service and revenue growth.
Q: What are the main challenges highlighted in the study?
A: The study highlights challenges such as inaccurate customer contact data and the threat of call spoofing.
Q: How has the perception of call spoofing protection changed since 2022?
A: 55% of decision-makers now find their current technologies inadequate for call spoofing protection, up from 38% in 2022.
Read the original press release here.
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