Rebuilding Trust: The Key to Successful Connections

It used to be that a handshake, a smile and values like credibility, dependability and sincerity were enough to establish trust. But the digital age has transformed how good faith is established between corporations and customers, especially when traditional voice calls are used as the primary method of engagement. Still, trust remains integral for business success in today's highly connected world, and it’s essential to find ways to regain it.

According to a recent study by the Pew Research Center, the majority of Americans ignore calls from unfamiliar numbers altogether. This poses challenges for businesses trying to engage with their customers, as it impedes their ability to provide services, offer products or generate new business.

The industry has made some headway in reestablishing trust among consumers. To counter the nuisance of robocalls, for example, branded calling solutions have emerged as a hopeful solution, with a caller's company name, location, logo and other pertinent information appearing onscreen before a call even begins. Although still in its infancy, branded calling shows promise.

Phone numbers act as passports, granting access to the network, while service providers serve as the trusted channels through which people use their devices to communicate, which is why protecting the network from exploitation by bad actors is downright essential.

Achieving a universal solution demands transnational partnerships and agreements, with involvement from large international brands and governments. By cultivating trust between companies and consumers worldwide, voice calls can regain their status as the globally accepted standard for authentic business-to-customer communications.

Despite advancements in AI and automation, the importance of personal connections cannot be overstated, as many people prefer to initiate conversations with a live human before transitioning to other communication channels. While anonymous chatbots, text messages and emails certainly have their place, they’re simply no match for the power of person-to-person conversation.

Rebuilding trust will take time, substantial financial investment and collaboration among stakeholders, but thanks to the convergence of telecommunications and technology, it is entirely achievable. Together, our industries have the ability to lead large-scale cooperation, ultimately establishing a global trust standard that everyone can agree upon.

A recent Forbes article entitled “The Critical Role of Trust in Telecommunications and How to Get There” explores how the teleco industry can bridge the gap between businesses and consumers so that trust remains the critical foundation for successful connections in the digital age.