For call centers, establishing trust and clearly communicating who is calling is paramount for maximum outbound voice call connect rate success. A key tool in achieving this is adding branded calling in the form of CNAM (Calling Name Delivery). CNAM can be used to brand the caller ID (aka. the phone number) presented to consumers on your outgoing calls. Understanding how you can brand caller ID with CNAM can significantly enhance your connect rates, customer interactions and brand recognition.
What is CNAM?
Since 1995, branded calling in the form of CNAM has been widely available in the United States. CNAM is a telephone feature that displays a 15-character name or other information about the originating caller in the caller ID display of the called party’s handset. Your CNAM could be a company name, acronym, or any other branded calling information permitted by the Truth in CallerID Act of 2009. When available, the 15-character CNAM is displayed as text on the consumer’s incoming call screen, alongside or alternating with your outbound calling phone number.
How is CNAM Managed?
Originally, most wireline and wireless carriers had their own CNAM repositories, creating access difficulties and a lack of synchronization between the CNAM databases of different carriers. This made it complicated for call centers to consistently apply their preferred branded calling strategy. The good news is that over the years, these repositories have largely been aggregated into a single, primary CNAM database, providing nearly universal access to CNAM data for the subscribers of over 800 USA carriers. As recently as May 2024, the last of the large USA mobile carriers, T-Mobile, was also added to the primary CNAM database, remaking CNAM a key resource for branded calling for outbound call centers.
Coverage and Reach
CNAM branded calling covers consumers served by over 800 USA carriers, including all major wireless carriers, landlines, and many larger VoIP companies. Estimates vary, but the best data suggests that over 60% of US consumers will see your branded caller ID name in the call display for calls branded using CNAM technology. This wide coverage ensures that a significant portion of your target audience can recognize, trust, and answer your branded call when you call them.
Changing Your CNAM
To update or change your CNAM, new information must be submitted to the primary CNAM database. The best practice is to work through your phone number provider. They, or their partner, act as the owner of record for your phone numbers and are authorized to update your CNAM branded caller ID. This approach ensures that any future changes to your account or phone numbers do not override your desired CNAM branded caller id. This method also guarantees that the name change is permanent and correctly reflects your results.
Costs Involved
Changing your CNAM branded caller ID might involve a one-time cost by your phone number provider to make the necessary changes. For most companies, this can be an attractive option from a cost-benefit perspective since most of the newer branded calling options charge per call attempt. This charging approach can make it tough to turn a positive ROI when implementing your strategy. With CNAM branded calling, after the initial setup, the consumer’s carrier pays for the ongoing delivery of CNAM branded calling information to their customers. Thus, since the consumer’s carrier bears the brunt of the branded calling cost for you, a small, upfront CNAM branded calling investment is a cost-effective way to enjoy the benefits of higher connect rates, enhanced brand visibility and trustworthiness.
Other Strategic Advantages
Utilizing CNAM for branded calling in your outbound call center is a strategic move that not only enhances your brand’s credibility and trust with customers, but it also increases your phone reputation scores, thus reducing your spam labeling. By ensuring your branded caller ID displays the correct name, you build a positive first impression, leading to better customer engagement and successful interactions. Embracing CNAM technology for branded calling should be considered a must for outbound call centers that are aiming for connect rate success. With Number Sentry’s solutions, we can help your maximize the impact of your call center’s CNAM. It all starts with a phone call: 678.915.2501
