by Joe Taylor Jr
A handful of consumer VoIP phone systems strip calls of valuable data that companies use to provide better service. Developers offer solutions that blend VoIP phone technology with improved database tools.
Enhanced caller ID, also known as CNAM, enables many modern customer relationship management systems. Banks, airlines, and even pizza delivery shops use CNAM to quickly identify callers, especially existing customers. However, the popularity of at-home VoIP phone services has challenged the effectiveness of some identification systems. CRM software users hope that new technology can help maintain expected levels of service and security.
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Caller ID-based Phone Systems Offer Enhanced Service
Since caller ID emerged in 1987, businesses have used the technology to streamline customer service. As phone systems enabled callers to transmit more details through CNAM, companies have used the information to:
- Shorten call lengths. Using CNAM data to trigger a database lookup, call center representatives can skip directly to a PIN or password question to verify a customer's identity.
- Assure higher service levels to repeat customers. For retail or service operations, the ability to greet a caller by name has won frequent kudos.
- Enable automated ordering and service systems. Some vendors now operate automated ordering and payment services that place confirmation calls to registered numbers for billing confirmation.
Many Phone Systems Assure Security Using Caller ID
Having integrated CNAM data into basic service offerings, some companies now rely on this information to ensure the identity of customers by:
- Establishing routine patterns. Some customers using VoIP services may appear to be calling from the same number as other customers, making it more challenging to ensure a customer's identity.
- Requiring calls made from specific phones. A handful of businesses, like pharmacies or medical offices, use caller ID to verify customer identities before releasing sensitive personal information. A consumer VoIP service may cause calls to appear from multiple trunk lines over time.
- Collecting information about customers. Finance companies and landlords often use phone numbers collected from caller ID information to track down missed payments or other debts. Although some customers use VoIP services to enhance their privacy, consumers who wish to resolve problems quickly may find it harder to receive prompt service.
Identifying Callers Using VoIP Phone Services
Although a handful of VoIP providers transmit CNAM data to call recipients, many low-cost carriers use shared trunk lines that pass no data. Some customers who switch to VoIP phone systems may not realize how trunk line data can cause businesses to misinterpret their calling information. To maintain expected service levels, companies can take one of three actions:
- Install VoIP trunk lines. By partnering with VoIP phone service providers, large companies can operate their own trunk lines that maintain CNAM data.
- Subscribe to third-party CNAM services. Outside providers can intercept VoIP calls, capturing CNAM information before trunk lines strip the data.
- Use intelligent CRM software. The latest CRM systems can analyze trunk line numbers and make best guesses about the identity of a caller.
While a handful of Americans prefer to maintain their privacy by actively blocking CNAM data, most phone users enjoy the benefits of sharing caller ID information with businesses. Although some phone systems can still be fooled by technology that "spoofs" fake CNAM data, most phone companies can still rely on caller ID as a strong "first line" of information about a customer. Investing in new technology helps maintain a competitive edge in a market place that values speed, security, and service.
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About the AuthorJoe Taylor Jr. is an internal business consultant for a Fortune 500 company, who writes about finance, culture, and design. He holds a bachelor's of science in communications from Ithaca College.
