A Future Without ‘Unknown’ Calls: A Conversation With First Orion CEO Scott Hambuchen

By Scott Hambuchen
First Orion CEO

The phone call has always been one of the most powerful tools in business. It’s direct, personal, and immediate. But today, too many calls go unanswered. Why? Because they show up as “unknown.” Customers hesitate, second-guess, or ignore the call altogether. 

I’ve spent much of my career building and leading communication solutions. I’ve seen how quickly that first connection can either spark or kill a relationship. That’s why I’m passionate about creating a future where no one receives an “unknown” call and every call is a trusted invitation, not a red flag. 

Here’s what that future looks like, and why I believe it’s critical for your business. 

Q: What does a future without “unknown” calls look like to you?  

Hambuchen: A future without “unknown” calls is one where calls are transparent and trusted. That changes everything. It means fewer missed opportunities, stronger customer service, and more meaningful conversations. When your customer answers without hesitation, you’ve already taken the first step toward building trust. 

Q: Why do you believe eliminating “unknown” phone calls is critical for businesses? 

Hambuchen: At the heart of business are relationships, and you can’t build a relationship if your customer won’t even pick up the phone. I’ve seen companies invest heavily in marketing and customer service, but that effort is wasted if their calls aren’t answered. 

Q: What is the biggest challenge businesses face with “unknown” calls today? 

Hambuchen: The biggest challenge is creating and nurturing trust. Customers are conditioned to ignore or distrust calls that don’t identify themselves. Even companies doing everything right get lumped in with the noise. That’s frustrating and exactly the problem we’re solving at First Orion. 

Q: What differentiates First Orion’s approach from others in the industry? 

Hambuchen: Many solutions focus only on stopping bad actors, which is necessary. But at First Orion, we asked another question: how do we ensure the good actors are recognized? Our mission is to give businesses their voice back by ensuring their calls show up as who they really are. We’re not just reducing risk but restoring confidence in the phone call itself. 

Q: Can you share a specific example that reinforces why this matters?  

Hambuchen: The story of Galileo, a remote healthcare platform, is powerful. They were using phone calls to connect patients with medical care, but even after a patient proactively requested a call, they often didn’t answer because the number looked unfamiliar. Once Galileo implemented First Orion’s INFORM® Branded Calling, everything changed: customer engagement jumped by 34%, and their conversion rate rose by 45%. That case struck me because it proves that branded calling improves metrics and revives vital connections. 

Q: What message would you like to send business leaders about the importance of adopting branded communication solutions now rather than later? 

Hambuchen: Customers expect clarity and transparency at every touchpoint: your website, your app, your storefront. The phone call should be no different. Leaders who recognize that and act are the ones who will stand out. Waiting means falling further behind customer expectations. Acting now means you’re ahead of the curve and your competition. 

My Message to Business Leaders 

I encourage you to think about how your calls show up today. Are they building confidence or causing hesitation? Because in today’s environment, hesitation is the difference between a missed opportunity and a meaningful connection. 

The solution is branded calling. It’s the only way to ensure your customers know exactly who’s calling and why. No guesswork. No hesitation. At First Orion, we’re helping businesses give their voice back, one call at a time. The leaders who act now will be the ones who build stronger relationships, stand out from competitors, and earn lasting trust. 

About Scott Hambuchen  

As First Orion CEO, Scott Hambuchen leads the company’s vision, strategy, and growth initiatives. Before becoming CEO, he served as First Orion’s Chief Product Officer, overseeing all product, technology, and solution development activities. Before joining First Orion, Scott was President of Gryphon Networks, a leading business communication risk management product and service provider. He also spent 18 years at Acxiom as a senior executive, including several years in London as Managing Director of Acxiom’s European operations.