Consumers increasingly ignore calls from unknown numbers. This makes it difficult for companies to reach their customers. With Rich Call Data (RCD), incoming calls are enriched with verified information such as company name, logo and the reason for the call. In this TechUpdate, we delve deeper into the world of RCD.

 

 

tech update is the Ziptone section on emerging technology relevant to customer engagement. We briefly explain what it is, how it works, why it is relevant, what the pitfalls are and we ask the reader's opinion: Hot or Not?

What is it

Rich Call Data is an extension of traditional Caller ID, where additional data is sent that clarifies the identity of the caller. With Rich Call Data, data is sent such as company name, a logo and possibly the reason for a call. A button can also be sent, such as 'pay now' or 'call back immediately'. The data that is sent is guaranteed to be authentic; both the sender and the receiving telecom provider ensure this.

How does it work?

Anyone who wants to use RCD can contact their telecom provider. They must support the use of the STIR/SHAKEN framework, which serves as the basis for RCD. The STIR/SHAKEN framework is designed to verify the authenticity of calls and prevent spoofing.

You can have a profile drawn up by the telecom provider, including company name, company logo and contact details (a validated telephone number). In addition to these fixed details, you as the sender can send a dynamic 'reason for call' with each call. This can be done, for example, from your customer service application, CPaaS platform or CRM system via an API link with the systems of the telecom or communications provider.

When sending the data, a so-called PASSport token is used. This token is created by the telecom provider when the call is initiated. This token is encrypted and digitally signed using an officially issued digital certificate and then sent with the call to the receiving telecom provider via the STIR/SHAKEN framework. The receiving telecom provider checks the token, validates the identity and then shows the verified data (RCD) on the receiver's screen.

The technology behind RCD was developed by the Internet Engineering Task Force (IETF), an international community of technologists, network designers, software developers, and researchers responsible for developing and advancing standards for Internet communications. The IETF also helped create standards such as HTTP, SMTP, and TCP/IP. The first practical application of RCD occurred on November 23, 2020, when a consortium of technology companies including Comcast, Everbridge, NetNumber, Numeracle, and Twilio made the first ever telephone call combining authenticated caller identification with Rich Call Data, powered by the STIR/SHAKEN protocol.

Why is RCD relevant for customer contact?

Consumers are increasingly using smartphones and are increasingly encountering calls from numbers they consider unknown. For fear of spam or spoofing, calls are often ignored or dismissed. With Rich Call Data, a call can be provided on the recipient's screen with additional information such as company name, logo and possibly also the reason for the call (think 'appointment confirmation' or 'payment reminder'). In this way, organizations can make their calls recognizable and reliable. This can be an advantage in sectors such as healthcare, finance and retail, where direct communication is crucial.

The fear of unwanted calls that amount to telemarking contributes to the fact that people are less likely to pick up calls from an unknown number. In 2019, Radar that 96 percent of consumers are not interested in these kinds of conversations. 84 percent say they often do not trust telephone providers. 35 percent indicate that they do not pick up at all if the telephone number is unknown or shielded.

Major telecom providers such as T-Mobile, Verizon and AT&T have already implemented RCD in their networks in the US. In Europe, KPN and Deutsche Telekom have started the first test phases.

Experts expect RCD to become standard for business phone calls within three years. It is also expected that the functionality will be further expanded – think of making a payment directly, sending documents or sending status updates. It increases the possibilities in the field of proactive customer service.

RCD also provides opportunities for utilities and emergency services to quickly make personal contact with relevant consumers.

Just pay attention

1. In addition to the advantages – clarity about who is calling and why before a call, and therefore a higher chance that companies can get in touch with their customers, and also less chance of telephone fraud – there are also disadvantages. For example, critics fear that RCD could lead to more tracking of telecom users. The implementation costs could be a barrier for smaller companies; telecom providers can also charge per RCD call.

2. Not all devices and networks currently support the technology.

3. RCD can make outbound campaigns aimed at sales or retention more effective, but there is of course a chance that consumers will ignore the 'enriched' call if there is no reason to expect a call from a company.

4. Confidence in RCD can also be undermined if companies start using misleading information about the reason for call.

5. Finally, this system is not infallible. Although STIR/SHAKEN is designed to prevent fraud, there is always a risk that criminals will find ways to circumvent the system.

The question is whether RCD will break through as a standard for all business calls. What do you think? Is Rich Call Data a 'hot topic' that will determine the future of customer contact, or is it a 'not' - a hype that will blow over by itself? Share your opinion via the poll or in the comments!

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