Nearly Nine Out of 10 Decision Makers Rank the Phone as the Most Important Outbound Channel for Meeting Customer Service Goals and Increasing Revenues
TransUnion (NYSE: TRU) released findings from a 2025 Forrester Consulting study highlighting the continued importance of phone communications in business. The study, surveying 719 decision-makers, revealed that 86% consider the phone as the most important outbound channel for customer service and revenue goals.
Despite a 26% decrease in overall call volume and increased use of digital channels, phone remains the preferred medium for urgent issues and personal matters. The research identified key challenges, with 80% of decision-makers reporting increased customer service inquiries due to call spoofing, and 72% noting declining customer trust.
Significantly, 75% of respondents emphasized the importance of accurate caller information for improving engagement. However, 55% of decision-makers reported inadequate call spoofing protection in their current technologies, an increase from 38% in 2022.
TransUnion (NYSE: TRU) ha pubblicato i risultati di uno studio condotto da Forrester Consulting nel 2025, evidenziando l'importanza continua delle comunicazioni telefoniche nel business. Lo studio, che ha intervistato 719 decisori, ha rivelato che l'86% considera il telefono come il canale outbound più importante per il servizio clienti e per gli obiettivi di fatturato.
Nonostante una riduzione del 26% del volume complessivo delle chiamate e un aumento dell'uso dei canali digitali, il telefono rimane il mezzo preferito per questioni urgenti e personali. La ricerca ha identificato sfide chiave, con l'80% dei decisori che riportano un aumento delle richieste di assistenza clienti a causa del call spoofing, e il 72% che segnala una diminuzione della fiducia dei clienti.
Significativamente, il 75% dei rispondenti ha sottolineato l'importanza di informazioni accurate sui chiamanti per migliorare il coinvolgimento. Tuttavia, il 55% dei decisori ha segnalato una protezione inadeguata contro il call spoofing nelle tecnologie attuali, un aumento rispetto al 38% nel 2022.
TransUnion (NYSE: TRU) publicó los resultados de un estudio de Forrester Consulting de 2025, destacando la importancia continua de las comunicaciones telefónicas en los negocios. El estudio, que encuestó a 719 tomadores de decisiones, reveló que el 86% considera que el teléfono es el canal de salida más importante para el servicio al cliente y los objetivos de ingresos.
A pesar de una disminución del 26% en el volumen total de llamadas y un aumento en el uso de canales digitales, el teléfono sigue siendo el medio preferido para asuntos urgentes y personales. La investigación identificó desafíos clave, con el 80% de los tomadores de decisiones informando un aumento en las consultas de servicio al cliente debido al call spoofing, y el 72% señalando una disminución en la confianza del cliente.
Significativamente, el 75% de los encuestados enfatizó la importancia de la información precisa del llamante para mejorar el compromiso. Sin embargo, el 55% de los tomadores de decisiones informó una protección inadecuada contra el call spoofing en sus tecnologías actuales, un aumento del 38% en 2022.
TransUnion (NYSE: TRU)는 2025년 포레스터 컨설팅 연구 결과를 발표하며 비즈니스에서 전화 통신의 지속적인 중요성을 강조했습니다. 719명의 의사결정자를 대상으로 한 이 연구에서는 86%가 고객 서비스 및 수익 목표를 위한 가장 중요한 아웃바운드 채널로 전화를 고려한다고 밝혔습니다.
전체 통화량이 26% 감소하고 디지털 채널 사용이 증가했음에도 불구하고, 전화는 긴급 문제와 개인적인 사항에 대해 여전히 선호되는 매체입니다. 연구는 주요 도전 과제를 식별했으며, 80%의 의사결정자가 전화 스푸핑으로 인해 고객 서비스 문의가 증가했다고 보고했으며, 72%는 고객 신뢰가 감소했다고 언급했습니다.
특히, 75%의 응답자는 참여를 개선하기 위해 정확한 발신자 정보의 중요성을 강조했습니다. 그러나 55%의 의사결정자는 현재 기술에서 전화 스푸핑 방지가 불충분하다고 보고했으며, 이는 2022년의 38%에서 증가한 수치입니다.
TransUnion (NYSE: TRU) a publié les résultats d'une étude de Forrester Consulting de 2025, mettant en avant l'importance continue des communications téléphoniques dans les affaires. L'étude, qui a interrogé 719 décideurs, a révélé que 86% considèrent le téléphone comme le canal sortant le plus important pour le service client et les objectifs de revenus.
Malgré une diminution de 26% du volume global des appels et une utilisation accrue des canaux numériques, le téléphone reste le moyen privilégié pour les questions urgentes et personnelles. La recherche a identifié des défis clés, avec 80% des décideurs signalant une augmentation des demandes de service client en raison du spoofing d'appels, et 72% notant une baisse de la confiance des clients.
De manière significative, 75% des répondants ont souligné l'importance d'informations précises sur les appelants pour améliorer l'engagement. Cependant, 55% des décideurs ont signalé une protection insuffisante contre le spoofing d'appels dans leurs technologies actuelles, une augmentation par rapport à 38% en 2022.
TransUnion (NYSE: TRU) hat die Ergebnisse einer Studie von Forrester Consulting aus dem Jahr 2025 veröffentlicht, die die anhaltende Bedeutung von Telefonkommunikationen im Geschäft hervorhebt. Die Studie, die 719 Entscheidungsträger befragte, ergab, dass 86% das Telefon als den wichtigsten Outbound-Kanal für Kundenservice und Umsatzziele betrachtet.
Trotz eines 26% Rückgangs des gesamten Anrufvolumens und einer zunehmenden Nutzung digitaler Kanäle bleibt das Telefon das bevorzugte Medium für dringende Angelegenheiten und persönliche Angelegenheiten. Die Forschung identifizierte wesentliche Herausforderungen, wobei 80% der Entscheidungsträger berichteten, dass die Anfragen im Kundenservice aufgrund von Anruf-Spoofing zugenommen haben, und 72% bemerkten einen Rückgang des Kundenvertrauens.
Erheblich betonten 75% der Befragten die Bedeutung genauer Anruferinformationen zur Verbesserung des Engagements. Allerdings berichteten 55% der Entscheidungsträger von unzureichendem Schutz gegen Anruf-Spoofing in ihren aktuellen Technologien, ein Anstieg von 38% im Jahr 2022.
- 75% of decision-makers recognize the importance of accurate caller information for improving customer engagement
- TransUnion's Branded Call Display solution addresses growing market need for call authentication
- 55% of businesses report inadequate call spoofing protection, up from 38% in 2022
- 72% of companies observe declining customer trust due to call spoofing
- 26% reduction in call volume indicates declining effectiveness of phone channel
Independent research highlights need for authenticated, branded calls to help increase customer engagement and reduce call spoofing
CHICAGO, March 17, 2025 (GLOBE NEWSWIRE) -- While channels like email and messaging are more prevalent, the phone remains one of the most business-critical tools available, according to a 2025 study from Forrester Consulting, commissioned by TransUnion (NYSE: TRU). The study found
The study surveyed 719 decision-makers responsible for their company’s outbound call experience strategy, technology selection, and security. Its findings provide an update to the 2022 study and highlight key pain points, including inaccurate customer contact data and the threat of call spoofing. The full findings are available in the study, Optimizing Outbound Communications: Strategies And Technologies For Effective Customer Engagement. The State of Outbound Communications in 2025.
Decision-makers indicated their companies made
“Business leaders understand the critical role communications solutions play in helping companies promote their brand while protecting consumers,” said James Garvert, senior vice president of TruContact™ Communications Solutions at TransUnion. “Adoption of customer contact, branded calling and call authentication solutions has proven to help businesses enhance the customer experience, increase revenues, and reduce fraud risk.”
Importance of communications and contact solutions
Three in four decision-makers say accurate caller information displayed on outbound calls is important for improving customer engagement and increasing answer rates. This rich content can be displayed through branded calling. Among the most valuable features of branded calling, respondents identified the following as “important” or “critical” to improving customer engagement and contact rates.
Most Important Features to Drive Customer Engagement
| Accurate Caller ID on Outbound Calls | Protection Against Call Spoofing | Indication on Mobile Display that Call Is Authenticated | Displaying Logo on Outbound Calls |
Damaging effects of fraud and call-spoofing
Decision-makers noted the need for protection against call spoofing, with
In addition,
The study notes that businesses can also improve customer experience by focusing their use of the phone channel on urgent and personal matters—when it is most valued—and by understanding and respecting consumers’ individual contact preferences.
Click here to read Optimizing Outbound Communications: Strategies And Technologies For Effective Customer Engagement. The State of Outbound Communications 2025.
Learn more about TransUnion Branded Call Display (BCD), part of the Trusted Call Solutions (TCS) suite, and our suite of Customer Contact Intelligence solutions.
TransUnion will be at Enterprise Connect 2025 at booth #1327. Senior Director of Product Management, Mick Moss, will be speaking at the show on Tuesday March 18, 2:30 p.m. - 3:30 p.m. on the Restoring Trust in the Voice Channel with Branded Calling panel and on Thursday, March 20, 9:00 a.m. - 9:45 a.m. on the Building Trust in Outbound Calling Systems panel.
Survey Methodology
In this study, Forrester conducted an online survey of 719 decision-makers at automotive dealer, collections, financial services, healthcare, insurance, travel and hospitality, and wealth management organizations in the US to evaluate the current state of outbound communications. Survey participants included decision-makers in customer experience/service, call center/contact center, IT, IT security, marketing/advertising, operations, and risk/compliance/fraud. Respondents were offered a small incentive as a thank-you for time spent on the survey. The study was completed in November 2024.
About TransUnion (NYSE: TRU)
TransUnion is a global information and insights company with over 13,000 associates operating in more than 30 countries. We make trust possible by ensuring each person is reliably represented in the marketplace. We do this with a Tru™ picture of each person: an actionable view of consumers, stewarded with care. Through our acquisitions and technology investments we have developed innovative solutions that extend beyond our strong foundation in core credit into areas such as marketing, fraud, risk and advanced analytics. As a result, consumers and businesses can transact with confidence and achieve great things. We call this Information for Good® — and it leads to economic opportunity, great experiences and personal empowerment for millions of people around the world. http://www.transunion.com/business.
| Contact | Dave Blumberg |
| TransUnion | |
| david.blumberg@transunion.com | |
| Telephone | 312-972-6646 |
FAQ
What percentage of businesses consider phone the most important outbound channel according to TransUnion's 2025 study?
How has call volume changed in 2025 according to the TRU study?
What percentage of businesses reported increased customer service inquiries due to call spoofing in the 2025 TRU study?
How many decision-makers were surveyed in TransUnion's 2025 communications study?
