A 2025 study by Forrester Consulting, commissioned by TransUnion and released on March 17, 2025, found that 86% of decision-makers across various industries rank the phone as the most important outbound channel for meeting customer service goals and increasing revenues.
Despite companies making 26% fewer calls and increasing digital channel use, the phone remains the top channel for urgent customer service issues and discussing personal matters. However, 80% of decision-makers reported an uptick in customer service inquiries due to call spoofing, leading to increased operational costs.
The study also revealed that 55% of decision-makers believe their current technologies lack adequate call spoofing protection, an increase from 38% in 2022. This highlights the growing need for solutions like TransUnion's Branded Call Display (BCD) and Customer Contact Intelligence to enhance customer experience and mitigate fraud risk.
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