Customer Trust is Everything in Business Voice Communication

By Kevin McKenna
First Orion Chief Sales and Client Officer

I speak with business leaders every day, and they can agree on one thing: it’s harder than ever to get customers to pick up the phone.  

With over 50 billion robocalls¹ in 2024, consumers are overwhelmed and, frankly, fed up with unknown numbers. That means even businesses’ legitimate, well-meaning outbound calls go unanswered. And that’s a problem if the bottom line depends on voice, which is still one of the most direct, human, and high-converting ways to reach customers.  

Here’s the Real Issue: Visibility and Verification 

The problem with voice communication isn’t just on the consumer side. Too often, the infrastructure is failing you as a business owner.  

Carrier networks and analytics systems label calls “Spam Likely” based on behavior patterns. If a business is using unregistered or frequently rotating numbers, they’re more likely to get flagged even if they follow all the rules. 

This leads to lower answer and engagement rates, confused or frustrated customers, wasted outreach from internal teams, and a hit to the business’s reputation that it didn’t see coming. 

And the worst part? Many businesses don’t even realize their numbers are being flagged until their sales cycles slow down, customer satisfaction drops, and the revenue pipeline is in the dumps.  

I’ve worked with clients in healthcare and finance who were stunned to learn that their outbound calls were being marked as “Spam Likely,” despite being legitimate. That one mislabel can undermine months of brand trust. 

The Trust Gap Is Bigger Than You Think 

According to one study, 90% of business executives believe customers highly trust their companies, but only 30% of consumers actually do². That’s a massive gap. It also shows that trust isn’t something businesses can assume. It must be actively earned and maintained at every touchpoint, especially over the phone. 

The Fix: Let Them Know It’s You 

We believe that trust starts with recognition. That’s why INFORM^® Branded Calling is such a game-changer. With our branded calling solutions, you can show your business name, logo, and even a reason for the call right on your customers’ mobile screen. So, customers have confidence to pick up the phone, and businesses see the results.  

Businesses get to see positive results in real time. One success story that excites me is when a major mortgage provider saw a 90% increase in customer engagement and a 26% increase in answer rate. Those aren’t vanity metrics; they are pipeline accelerators. 

It’s Not Just Tech 

I take pride in First Orion’s commitment to not just delivering a product and walking away. We become true partners in business communication strategies. Whether we work with a small business or an international enterprise with high call volume, we take a holistic approach: analyzing your current call performance, identifying any reputation issues, aligning branding with customer expectations, and uncovering improvement opportunities.  

Trust Will Only Get More Important 

Rising AI-powered fraud and growing regulatory pressure from the FCC and FTC have made identity verification a business necessity, not a choice. Customers today expect authenticity, personalization, and the confidence that the caller and voice on the other end are legitimate. 

In my view, branded calling solutions won’t just be a competitive advantage—it will be the standard. Just as email authentication became a baseline expectation, verified voice communication will soon be a must-have for any brand that wants to earn and keep customer trust. 

Let’s Make Your Calls Count 

In today’s crowded market, voice strategy cannot be an afterthought. If calls aren’t trusted, businesses won’t grow. We’re here to fix that.  

Let’s start a conversation about building customer trust. Reach out to us here. 

About Kevin McKenna 

Kevin McKenna, First Orion’s Chief Sales and Client Officer, brings a wealth of experience and expertise to the role. Prior to joining First Orion, Kevin served as EVP of sales for Adstra and spent 25 successful years at Acxiom Corp, where he held the position of Group vice president overseeing sales and account management for the Communication, Media, Technology, and Travel industries. Kevin is known for his talent in revitalizing and scaling enterprise revenue organizations. 

Sources: 

1. YouMail Robocall Index 
2. PwC 2024 Trust Survey