Nearly 8 out of 10 consumers believe phone calls are important for communicating with businesses. However, 80% will also block calls from numbers they don't know, according to new research from TransUnion. 

The report also highlights the tension created by consumers wanting to answer calls from businesses for their most personal, complex and urgent issues, yet being afraid of fraud. 

Rampant fraud—increasingly aided by artificial intelligence (AI) and deepfakes—has compromised the integrity of the phone channel and left consumers reluctant to engage on it, the research found. Overall, 70% of consumers indicated they had received at least one call in the past three months in which the caller pretended to be someone else, according to TransUnion. 

Consequently, 74% say they do not answer calls from unknown numbers out of fear they might be scams. Crucially, 70% have not answered a phone call due to safety or fraud concerns and later learned it was a legitimate number calling them. 

"A wide range of customer needs can be addressed through digital channels; however, calls to consumers remain essential, especially for complex or urgent issues," says James Garvert, senior vice president of TruContact Communications Solutions at TransUnion. "Consumers are willing to answer the phone, but only once they feel confident about who's really calling them." 

The solution that consumers responded to most was branded calling, which verifies the company calling and shows its name and logo. 

Three-quarters of consumers said branded calls would improve the customer experience when they are expecting a call from a particular business. Nearly the same amount (73%) said they would be more likely to answer calls—and view the company more favorably—if a business displayed its name and logo on calls. 

"Authenticated branded calling is a win-win. Consumers are telling us they're more likely to trust and engage with companies that identify themselves by adding context to the mobile display, including name, number, logo and reason for the call," Garvert said. "And our business customers who implement branded calling report increased customer engagement, improved customer satisfaction and increased revenues as a result." 

If businesses don't take steps to reassure consumers it's really them who is calling and leverage technologies to better ensure customers' protection, their clients and prospects will continue to take their own precautions, which could result in missed sales opportunities, poorer customer experiences and even disaster. 

Will Jones is IA editor-in-chief.