SMS marketing has an open rate of over 90%, compared to just 20%- 30% for email. However, managing a text message marketing campaign with a standard 10-digit phone number can be cumbersome. 

Fortunately, SMS short codes are a great alternative. This article explains why SMS short codes are your secret weapon for high-volume text message marketing. We'll explain what they are, why short codes are better than regular numbers, and how to leverage them to boost audience engagement.

What is a short code?

Short codes, also known as short numbers, are brief digit sequences, typically five or six digits long. They enable businesses to send and receive text messages at scale. Short codes are easy to remember and quick to type in, improving the user experience.

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Let's delve into the different types of short codes and how they function.

Types of SMS short codes

There are two types of short codes used in SMS marketing and communications. 

Shared short codes

• Shared short codes are like public phone numbers. Multiple businesses can use the same short code.
• They are the most affordable option.
• However, you have no control over who else uses the code, which can confuse customers.
• You might also miss out on replies sent to the shared code by other companies.

Note: Shared short codes are phased out in countries like the USA and Canada.  

Dedicated short codes (leased short codes)

• Dedicated short codes are exclusive to your business.
• You have complete control over how the code is used.
• They ensure customers only receive your messages and the replies go directly to your system.
• Dedicated codes come at a higher cost than shared codes.

Whichever type you decide to use, all short codes can offer specific benefits to your business. 

What are the benefits of short codes for businesses?

Short codes offer several advantages over long codes or email. 

1) Improved deliverability

One of the foremost challenges in marketing is ensuring your messages reach the intended audience. Emails can be blocked by spam filters and social media ads get lost in viewers’ feeds. Short codes, however, have high delivery rates. People are accustomed to checking their text messages frequently, and short codes stand out from spammy marketing tactics.

2) Enhanced brand recall

Short codes are far easier to remember than standard ten-digit phone numbers. This memorability translates to better engagement and campaign participation. Vanity short codes take recall a step further. These spellable codes align with your brand name or campaign (e.g., "4Alerts" for a notification service). Vanity codes enhance brand recognition but may come with an additional cost.

3) High throughput and performance

Designed to handle large volumes of messages efficiently, short codes are a feasible solution for high-traffic campaigns like contests, discount alerts, or appointment reminders. They allow you to send messages to a large audience quickly and reliably, ensuring smooth communication and timely delivery.

4) Cost-effectiveness (for shared short codes)

Shared short codes offer an excellent solution for businesses looking to optimize their SMS marketing campaigns without breaking the bank. Multiple companies can share the same short code, reducing overhead costs.

Here’s a quick comparison of pricing in the United States for the different types of short codes. 

We recommend shared short codes for businesses exploring SMS marketing on limited budgets. However, a shared code means less control over branding than a dedicated code. Also, they can be used to send messages only in countries where they are provisioned. So, if your customers are not located in the US, do not get a US short code.

How do businesses use short codes?

Short codes aren't a one-size-fits-all solution. This section helps you learn how short codes are used across different industries for different purposes. 

Short codes in financial services and banking 

Banking and financial services rely on short codes to implement multi-factor authentication (MFA) for their customers. MFA adds a layer of security to protect sensitive information and prevents unauthorized account access. 

For example, the bank sends a text message with a unique code to the customer’s phone. The customer must enter the code to make the transaction or access their accounts online.

Short codes in retail/e-commerce 

Short codes can send a high volume of text messages over a short period of time. This capability makes them useful for retail and e-commerce marketing campaigns, such as sweepstakes or giveaways, as well as flash sales, discounts, and promos. Short codes can also be used in event-based promotions. 

Short codes in healthcare 

SMS short codes support two-way communication, allowing patients to respond to messages such as booking reminders. Healthcare providers and organizations can send post-visit surveys to understand patient feedback and satisfaction, regular checkup reminders, and vaccine availability. 

How do you get short codes for business text messaging?

Here’s how to secure a short code for your business with Plivo: 

1. ‍Read the guidelines: Before applying, ensure your campaign meets the guidelines for the US or Canada.‍
2. Download the application: Get the application form for your country and fill it out carefully.‍
3. Submit your application: Apply with Plivo's support team. They will review it and may ask for more information. This usually takes less than a week.‍
4. Add funds to your account: Carriers require upfront leasing fees (minimum three months). Plivo will collect these fees when you submit your application. These fees cover setup and the initial rental period, even if your application is rejected.‍
5. Plivo submits your application: Plivo will purchase the short code for you and apply it to all carriers.‍
6. Go through the carrier review process: Each carrier will comprehensively review your application and may seek clarification. Plivo will collaborate with you to address any queries, but approval is not guaranteed. This thorough process can take 6-8 weeks.‍
7. Short code goes live after testing: Once approved, the short code will be integrated into the carrier's network and tested. Then, Plivo will configure the short code for your account and make it ready to use.

Important note: Plivo cannot control carrier regulations or interpret laws. We recommend you consult a lawyer to ensure your campaign complies with all applicable laws.

Porting an existing short code

You can also switch your existing short code from another provider to Plivo. Before starting this process, make sure that you meet the following requirements. 

US port-in: Provide Plivo with three months of payment receipts from your current provider. You may also need authorization from the Common Short Code Administrator.

Canada port-in: Provide Plivo with a copy of your approved short code application from your current provider or a copy from the Canadian Telecommunications Association. You may also need a migration letter on your company letterhead.

Plivo will submit the porting application to the carriers. For a short grace period, traffic will flow through Plivo and your previous provider to avoid downtime.

By following these steps, you can get short codes and leverage the power of SMS advertising to communicate with your customers conveniently and effectively.

What makes Plivo the best choice for businesses with high SMS volume?

Here's why you should choose Plivo for your short code needs.

Decrease SMS spending 

Plivo is committed to helping your organization reduce SMS spend. We achieve this in two key ways:

1. High-volume carrier relationships: Plivo sends a large traffic volume through the carriers. This gives us leverage to negotiate favorable pricing, which then passes directly to the customers. You benefit from lower per-message rates.
2. Multi-cloud approach: Plivo embraces a multi-cloud strategy. This strategy allows us to find the most cost-effective routes for your messages across different carriers. You only pay for what you use, avoiding unnecessary charges.

More features at competitive rates 

Plivo offers more features and benefits at a lower cost. Here's a breakdown of what you get.

• Priority onboarding: Get started quickly with priority onboarding. We streamline the process to minimize delays.
• Test credits: With complimentary test credits, experiment and perfect your messaging campaigns. Ensure everything works flawlessly before you launch.
• Premium routes: Access premium routes for your messages and calls. These routes offer the highest possible deliverability rates, ensuring your critical messages reach their targets.
• Fast-tracked carrier registrations: Don't waste time waiting for carrier registrations. Plivo expedites the process by handling all necessary compliance requirements so you can start sending messages sooner.

Here’s a snapshot of Plivo’s short code rental charges by country.  

Enjoy global reach and superior deliverability

Plivo serves businesses and customers in over 220 countries. This vast global reach is complemented by industry-leading international deliverability rates. 

• Global coverage: Reach your target audience anywhere in the world. Plivo's extensive network ensures your messages are delivered effectively, regardless of location.
• High deliverability rates: Our industry-leading deliverability rates mean a higher chance of your messages reaching their intended recipients. This translates to fewer messages needing to be sent, further reducing costs.

Industry-leading fraud protection

Fraudulent messages can cause significant financial loss to your business. Plivo's Fraud Shield solution offers reliable protection to ensure business security.

• Country-specific thresholds: The system employs country-specific, hourly thresholds to identify and intercept fraudulent messages before they're sent. 
• Geo-permissions: Control the countries where your SMS is sent. Plivo blocks messages to locations not included in your destination list. 

‍Request a trial today to learn more about how Plivo can help your business thrive with short code messaging. Get customized rates for annual agreements.

In 2023, fraud remained a top challenge for banks, fintechs, and credit unions. Nearly 60% of these business types suffered direct fraud losses exceeding $500K in that year. Fraud rates are increasing in both consumer and business accounts, making data security a top priority for companies. 

Phone number verification is a common, and highly effective, security best practice. By verifying a user's phone number, companies can ensure that the user is who they say they are and mitigate the risk of fraud. 

In this guide, we'll explore how to implement phone number validation during new user enrollment and highlight the benefits of using Plivo's robust phone verification solution. 

What is phone verification?

Phone verification involves confirming the ownership of a phone number entered by a user. Businesses and services commonly use it to authenticate their users' identities and ensure they can access the phone number they provided during signup. 

The verification process involves sending a code to the user's phone number, which can be delivered via text message, phone call, or messaging app. This process is particularly useful for enhancing security in online banking, e-commerce, and social media platforms. 

• Online banking: Banks and other financial institutions use verification codes to increase the security of their online services. They send a code to the user's phone number when they log in from a new device or initiate a large transaction. 
• E-commerce and marketplaces: Online retailers use verification codes to confirm the phone numbers of their shoppers before processing orders to prevent fraud and ensure that delivery updates are sent to the right customer. 
• Social media platforms: Websites like Facebook and Twitter also use phone verification codes to verify new accounts, prevent spam, and block fake numbers. 

Why use phone verification software?

Phone verification can be used for various purposes. For example, when a customer attempts to log in from a new device or location. Or, when sensitive changes are made to their account, phone verification acts as an immediate check to ensure the authenticity of the person requesting the transaction. 

Verifying phone numbers during new user enrollment is not new—companies have been doing it for decades. However, verification during new user onboarding has become increasingly susceptible to interception by fraudsters. They employ various tactics such as SIM swapping, phishing, and exploiting vulnerabilities in mobile networks.

1. SIM Swapping: Fraudsters can convince mobile carriers to transfer a victim's phone number to a new SIM card under their control. This allows them to intercept verification codes sent via SMS, gaining unauthorized access to the victim's accounts.
2. Phishing: Fraudsters send fake messages or emails that appear to be from legitimate companies, tricking users into revealing their verification codes or personal information.
3. Network Exploits: Some fraudsters exploit weaknesses in mobile networks to intercept SMS messages. These vulnerabilities can be found in older, less secure protocols still used by some carriers.

Given these growing threats, customers are more cautious than ever about sharing their personal information with businesses. Phone verification software is crucial for upholding the high-security standards that build customer trust. The best verification software includes robust governance, access controls, and compliance with security regulations to safeguard your business. 

Plivo’s phone verification platform software is designed to help companies get granular access over their verification methods, with features that: 

• Monitor your messaging patterns, establish thresholds for each country, and send automatic alerts if a pattern emerges that is unusual. 
• Fine-tune and override messaging throughput thresholds for each country. 
• Calculate your cost savings from preventing fraud with the built-in reporting. 
• Use pre-approved templates optimized for conversions.
• Reduce implementation by up to 90%.

Even if the phone number is verified, there are chances of fraudulent calls and illegal activities which can be prevented with reliable verification software. Plivo’s Verify API ensures just that—SMS and voice verification with robust fraud control. 

How does phone verification work?

Verifying a customer’s phone number is relatively straightforward. Companies most often partner with players like Plivo to add verification to their apps and platforms. Here’s how the typical phone number verification process works:

• Customer Enters Phone Number: The system automatically requests the phone verification service to send a one-time passcode (OTP).
• Sending OTP: The OTP can be sent via text, voice notification, or app notification.
• User Receives OTP: The customer receives the OTP and types it into the app.
• Verification: The app checks the entered OTP with the server to ensure it’s correct.
• Confirmation: If the OTP is correct, the user’s phone number is confirmed as verified.

When a customer enters their phone number, the system automatically asks the phone verification service to send a one-time passcode (OTP). This could be sent via text, voice notification, or app notification. Once the user receives the OTP and types it into the app, the app checks this code with the server to ensure it’s correct. If it’s right, the user’s phone number is confirmed as verified. 

To safeguard against fraud or unauthorized virtual phone numbers, codes can be sent only a certain number of times (to avoid spam), and all data sent back and forth is encrypted. Sometimes, a CAPTCHA ensures the user is real and not a robot. 

How does phone verification improve risk management?

Phone verification is an important tool to detect potential fraud early on. A reliable API call assesses the number and delivers critical information about it, such as:

• Availability (reachable or not) 
• Current network 
• Country of origin 
• Original network 
• Roaming country (if roaming is on)
• Roaming network name
• Roaming status
• Risk score 
• Unusual patterns
• Validity 

Unusual patterns may mean something's not right, like the current network being different from the original one, or the phone being associated with multiple accounts. While these patterns don’t always mean fraud is happening, it's a good idea to be cautious when dealing with those phone numbers or specific country codes.  

Best practices for phone number verification for new user enrollment 

When you have a new user, you’ll need to focus on three areas: 

• Phone number input: Collecting phone numbers from the user through an input field
• Phone number validation: Validating the phone number to ensure it is legitimate and follows the required format
• Phone number verification: Verifying the phone number by confirming the user has access to it

Best practices for phone number input

1. Place the country code in a distinct field

Plivo offers an easy-to-use interface that accommodates various global phone number formats. By separating the primary international phone code, Plivo enhances user-friendliness and ensures that phone numbers are correctly formatted into the standard E.164 format.‍

2. Change the phone number to E.164 format

‍E.164 is a standardized international format that guarantees unique identifiers for each number. Plivo’s Lookup API returns this virtual number format, which is also utilized across most of Plivo’s services, including the Verify API and Messaging APIs.

For instance, if a user inputs a Lithuanian phone number, such as 370860112345, Plivo instantly converts it into the international E.164 format as +37060112345, before sending it to other carriers. It’s important to note that the “8” is dropped in this format; the “'8” is only needed when calling within Lithuania.

Best practices for phone number validation

When you integrate Plivo's phone number Lookup API into your system, you gain access to comprehensive phone number intelligence that helps you programmatically determine the carrier, number type, format, and country for any phone number worldwide. 

Use the Plivo Lookup API to:

1. Confirm the phone number is valid 

Before including the customer in your contact list, validate phone numbers to ensure clean customer data and minimize delivery errors. SMS API calls to invalid or non-SMS-capable numbers result in a 400 Bad Request API response, which developers can conveniently relay upstream. Here’s an error message as an example. 

{ "api_id": "df5d4304-66af-11eb-91d8-0242ac110004", "error": "19332631167 is not a valid phone number" }

2. Check for line type, including mobile, landline, and VoIP numbers

Identify mobile and landline phone numbers correctly to select the right channel for your messaging and get the best conversion rates. SMS or push notifications have high conversion rates; plus, if you want to send rich media formats SMS messages, sending them via a mobile phone number will drive engagement. 

3. Create a list of approved country codes to permit 

Using a list of allowed countries when users sign up helps you meet compliance requirements, reduce fraud, and manage new user registrations smoothly. Plivo’s Lookup API automatically includes the country area code in its responses, making it simple to set up and maintain an allow list tailored to your business needs.

4. Reduce fraudulent transactions

Mitigate risk by comparing the location of the IP address and the country with other details of the phone number. If needed, add extra verification steps. for high-risk or invalid phone numbers, like premium or VoIP numbers, or if the carrier network is suspicious to improve the customer experience.

Best practices for phone number verification

1. Send a one-time passcode to verify user access to that number

Plivo’s Lookup API integrates directly into your application, allowing you to automate the process of sending OTPs via SMS when a user registers, logs in, or performs a security-sensitive action. For users who might not have reliable SMS services or prefer not to use text messages, Plivo offers the option to deliver OTPs through automated voice calls. 

Like SMS, the voice call process is integrated into your application via Plivo’s Voice API. When an OTP needs to be delivered, the API triggers a voice call to the user’s phone number.

2. Use adaptive routing for OTP delivery 

Plivo’s adaptive routing technology automatically selects the best possible route for delivering SMS and voice messages based on real-time conditions. Implement adaptive routing to increase the reliability of OTP deliveries, especially in regions known for fluctuating network conditions. This approach helps ensure that your OTPs reach your users promptly, regardless of their location.

3. Add a secondary 2FA layer

Plivo's two-factor authentication features go beyond messaging. The platform handles over a billion transactions each month and achieves an impressive 99.99% API uptime. Besides, Plivo offers senders a direct route to end users, with a one-hop maximum without route blending or dilution. This helps users send messages or make voice calls to every country globally, avoiding delays or paying for repeated failed messages. 

4. Enable real-time analytics and reporting

Plivo provides detailed analytics and real-time reporting on the status of every OTP sent, whether via SMS or voice. Use Plivo’s analytics dashboard to monitor and analyze OTP transactions. This enables you to identify and resolve delivery issues quickly, optimize the verification process, and enhance the overall user experience by reducing delays and failures in OTP reception.

Use Plivo’s Lookup API for phone number verification and validation 

Plivo has direct relationships with Tier 1 carriers globally and has invested in our network infrastructure to ensure high-quality data calls without annoying lags, delays, or dropped audio. We offer a robust set of features to support a variety of use cases including: 

• Two-factor authentication
• Voice notification
• Phone verification
• Phone system IVR
• Voice surveys
• Click to call
• Call forwarding service
• Call tracking
• Number masking

Ready to get started? Sign up for a free trial. 

Recent advancements in voice call technology have been a double-edged sword. While they have introduced numerous benefits for businesses, this technology has also opened the door to new types of fraud. 

One common method scammers use is fake caller ID spoofing. This crime is designed to deceive recipients into believing they are communicating with a trusted source — such as a business, bank, or government agency. This tactic not only aims to gather sensitive data for identity theft but also to defraud individuals. 

Many businesses that rely on phone calls to connect with customers are facing high levels of distrust. Caller ID spoofing makes customers suspicious of all calls, not just the ones they should be wary of. This practice has eroded trust in voice calls and made life difficult for business owners. 

It’s important for both businesses and consumers to understand how these scams work and how to protect against them. Together, we can help restore trust in business communication and ensure that legitimate businesses can effectively make voice calls.

What is number spoofing (caller ID spoofing)?

Caller ID spoofing occurs when someone manipulates the caller ID feature to trick a call recipient into thinking a call is coming from a familiar, credible source—when it might not be. Spoofing aims to convince victims to reveal personal information or otherwise mislead a target into taking a compromising action. 

What are the significant risks to both consumers and businesses?

Phone spoofing poses significant risks to both consumers and businesses, impacting trust and operational efficacy in several ways.

1. Erosion of customer trust

One of the most significant impacts is the erosion of customer trust. Fraudsters can deceive customers by impersonating a business's phone number, thereby tricking a target into believing the call is from a real representative. The customer may reveal personal or financial information later used to commit fraud. If a customer falls prey to these scams, it can cause others to lose trust in your company and sever ties with your brand.

2. Damage to the brand reputation

Caller ID spoofing may damage the brand's reputation, as it links the company's name to negative experiences. Even if a business is not responsible for fraud, misuse of its phone number or unwanted calls to customers can lead to bad publicity and damage to its image. Rehabilitating the company's reputation takes significant time and resources. 

3. Lower the effectiveness of your communication campaigns

When people are alert to potential scams, they may be less responsive to legitimate business outreach. This apprehensiveness can decrease the effectiveness of telemarketing campaigns, appointment reminders, customer service follow-ups, and other voice-based communications. It may be harder to reach customers to convey important information.

4. Legal and compliance risks

If businesses frequently use spoofed caller IDs, they could face regulatory scrutiny. This is particularly true for industries that heavily regulate consumer data protection, such as finance and healthcare. Businesses have an obligation to implement stronger verification and security measures, which can add to operational costs.

5. Increased customer service challenges

Dealing with fraudulent calls can take up resources that would be better spent in other service areas. Businesses then have to manage customer complaints and concerns, which can further detract from their ability to provide quality service.

How does caller ID spoofing work?

Caller ID spoofing uses various technologies such as traditional spoofing services, Voice over Internet Protocol (VoIP), and techniques like orange boxing. Let's explore how these methods work and their potential impact.

Spoofing services: How they operate

Spoofing services function similarly to prepaid calling cards. They allow users to present a different spoofed phone number or name on the recipient's caller ID than the actual number from which they are calling. 

Here's how this process typically works: 

1. Customers pay for the service upfront and receive a personal identification number (PIN).
2. To initiate a spoofed call, the user dials a number provided by the service, enters their PIN, and then inputs the desired outgoing call number along with the caller ID they wish to display.

This method not only masks the caller's true identity but also allows for extensive manipulation. Users can input any number or name they choose to show up on the caller ID display.

Voice over IP spoofing: A digital facade

VoIP technology uses the internet to make calls, bypassing traditional phone lines. This flexibility makes VoIP technology especially vulnerable to spoofing. Scammers exploit VoIP to manipulate caller ID information seen by the receiver, making it appear as though the incoming call is coming from a legitimate source, such as a bank, government agency, or known contacts. This method can be used to impersonate legitimate services or contacts. 

Orange boxing: Advanced caller ID manipulation 

Orange boxing involves more sophisticated technology to intercept and alter caller ID signals. This method uses either software or hardware to fake the caller ID that appears during an incoming call. Historically, this method required in-depth telephony knowledge and expensive equipment. However, recent advancements in open-source software have significantly lowered the barrier to entry for orange boxing, making it accessible to a wider range of individuals with minimal technical expertise.

How to tell if a phone number is spoofed 

There are a few telltale signs that a phone number is spoofed. Numbers you don’t recognize, suspicious caller IDs, or unusual greetings when you answer the phone are all signs it could be a scammer. If a caller uses a robot or pre-recorded voice and requests personal information, you should be on alert that it could be a spoof attempt. Legitimate companies or organizations rarely ask for sensitive information like Social Security numbers, bank account details, or passwords over the phone. Likewise, scammers often use urgency to pressure you into action. Be suspicious of calls demanding immediate payment or personal information.

How to stop someone from spoofing your number

Unfortunately, there's no foolproof way to completely stop someone from spoofing your phone number. However, here are some steps you can take to minimize the risk and mitigate the damage. 

• Use a call-blocking feature: Explore call-blocking options that can help filter out calls from unknown numbers, suspected spammers, and even specific regions. 
• Keep your device secure: Always update your phone’s operating system, and consider installing a third-party call-blocking app. These apps can analyze incoming calls, identify potential spammers, and block unwanted calls. 
• Review your privacy settings: Check the privacy settings on your social media accounts and other online platforms to limit the sharing of your phone number.

Stay informed: Be aware of common spoofing tactics, such as urgent requests, demands for personal information, and offers that seem too good to be true.

How to recognize spoofed calls

Recognizing phone number spoofing is critical for businesses. Here are some common indicators that can indicate call spoofing. 

• Displays a sense of urgency: Caller ID spoofing often comes with a high-pressure aspect, forcing one to act immediately. The caller may claim to be from a government agency, bank, or law enforcement and require that the consumer has to do something right away to fix some supposed problem or face some other serious repercussions. This, in spoof calls, is a tactic to push customers into decisions without giving time for thought or the possibility of checking the identity of the caller’s number.
• Requests for personal information: No legitimate companies solicit personal information from customers over soliciting phone calls, like their social security number, bank account numbers, and passwords. This is precisely what spoofers want for extracting valuable personal data for their fraudulent purpose.
• Display name doesn’t match your stored contact: If the caller ID displays a name or number that you recognize, but does not match the details stored in your contacts, it could be a sign of number spoofing. For example, you might get an incoming call where the caller ID indicates it's from your bank, but the number shown is different from the one you have saved. This discrepancy should prompt you to hang up and call back using a number you trust.
• Robocalls: Calls with pre-recorded messages are known as robocalls. They deliver an automated pre-recorded voice message and are often legal and take place with the customer’s consent. However, many times, spoofed calls can also be automated or have pre-recorded messages where the receiver is prompted to press buttons or give personal information out. This may range from messages on winning to debt collection or even messages that threaten legal action. 

Additional Tips to Recognize Number Spoofing

• Inconsistencies in Information: Any discrepancy between the information provided by the caller and the company’s records should be a red flag.
• Verify caller authenticity: Encourage employees to verify the caller by hanging up and contacting the company or individual directly using a known and trusted number.‍
• Use caller ID management tools: Implementing advanced caller ID management tools and spam detection software can help filter out potential spoofing attempts.

By being aware of these signs and using cautious judgment, you can protect yourself from falling victim to number spoofing.

How to avoid spoofing

Spoofing scams are becoming increasingly sophisticated. To avoid them takes constant vigilance and the proper precautions. 

The best way to avoid phone number spoofing is to screen unknown calls. If you don’t recognize a number or a caller ID, let the call go to voicemail. Even trusted caller IDs can be mimicked by scammers; therefore, never give out personal information, such as your Social Security number, bank account details, or passwords, in response to an unsolicited call.

If you receive a suspicious call, hang up and call back the number you know to be legitimate. And, if you receive a suspicious communication, try to verify the information independently. Don't rely solely on the information provided in the communication.

How does number spoofing impact businesses?

Number spoofing poses a serious threat a company’s finances, operations, and overall success. One of the biggest risks is to a company’s reputation: when scammers spoof a business's phone number to carry out fraudulent, it directly damages customer trust in the brand. This damage can have significant long-term effects beyond financial losses. 

There are other direct and indirect financial concerns that spoofing raises. When customers fall victim to scams, they can agree to unauthorized payments or lose sensitive data that costs the company to recover. Dealing with the aftermath of a spoofing incident, such as customer service inquiries, legal issues, and the implementation of security measures, can also be expensive.

Likewise, spoofing attacks can disrupt business operations. For example, a large volume of spam calls can overwhelm customer service lines, hindering legitimate customer interactions.  

And finally, businesses can face legal and regulatory consequences if they are perceived as being involved in spoofing activities, even if they are not directly responsible. You may be liable for fines and lawsuits due to regulatory noncompliance.

How to prevent number spoofing scams with Plivo

The right tools can also help you prevent phone number spoofing scams from targeting your customers.

Plivo plays a crucial role by providing secure and reliable communication services. Our platform adheres to industry standards and regulations to combat fraudulent activities. The platform offers features like number verification, authentication, and compliance with STIR/SHAKEN protocols, ensuring caller ID information's integrity and protecting against spoofing.

Using Plivo's infrastructure, businesses can secure their communication channels, safeguard their customers from spoofing attempts, and uphold their brand reputation. Product managers can address security vulnerabilities and improve customer protection by monitoring communication traffic. 

With Plivo’s API, developers can integrate anti-spoofing measures such as number verification and authentication protocols into their systems and ensure the security of inbound and outbound communications.

How does Plivo help businesses combat number spoofing? 

Plivo plays a crucial role by providing secure and reliable communication services. Our platform adheres to industry standards and regulations to combat fraudulent activities. The platform offers features like number verification, authentication, and compliance with STIR/SHAKEN protocols, ensuring caller ID information's integrity and protecting against spoofing. 

Using Plivo's infrastructure, businesses can secure their communication channels, safeguard their customers from spoofing attempts, and uphold their brand reputation. Product managers can address security vulnerabilities and improve customer protection by monitoring communication traffic. 

With Plivo’s API, developers can integrate anti-spoofing measures such as number verification and authentication protocols into their systems and ensure the security of inbound and outbound communications. 

STIR/SHAKEN

‍STIR/SHAKEN stands for Secure Telephone Identity Revisited (STIR) and Signature-based Handling of Asserted Information Using toKENs (SHAKEN). These technical standards are developed to enhance caller ID information trust by authenticating calling numbers. 

The Federal Communications Commission (FCC) mandates that carriers adopt these standards to combat robocalling and ensure that the displayed caller number and name are accurate. In this system, digital certificates issued by a secure telephony identity (STI) governance authority verify that a calling party is indeed who they claim to be, using a process similar to digital data signing. This video explains STIR/SHAKEN in greater detail. 

Plivo assists businesses in implementing STIR/SHAKEN to secure their communication channels. Plivo users can sign outgoing calls, ensuring the right level of caller ID attestation. This helps increase the likelihood of calls being answered by providing recipients with verified caller information. 

Plivo also verifies the attestation levels for incoming calls on its platform, allowing businesses and their customers to make informed decisions about answering calls. Customers must submit their business details and the phone numbers they wish to use, enabling Plivo to determine and assign the appropriate attestation levels based on these verifications. 

This comprehensive support from Plivo’s compliance operations team facilitates seamless integration of STIR/SHAKEN protocols, which aim to prevent deceptive practices such as caller ID spoofing and build trust in telecommunication environments.

Number verification

Plivo’s Verified Caller ID enables customers to authenticate their phone numbers with Plivo before using them as caller IDs for outbound calls. 

Verified Caller ID allows businesses to confirm that calls are made using authorized numbers and caller IDs they possess, thus preventing any calls being made with a spoofed caller ID. 

Customers can complete this verification process manually through the user-friendly console interface or programmatically using automated workflows via the new API endpoints. 

Get started with Plivo today 

Unfortunately, the rise of advanced technologies has made it easier for scammers to exploit phone systems, making it non-negotiable for companies to adopt stronger measures to protect themselves and their customers.

Plivo is here to help.  Plivo offers robust, industry-leading tools designed to help businesses secure their communication channels against spoofing and other types of fraud. By leveraging powerful authentication and monitoring solutions, Plivo ensures that your business communications remain safe and your customer interactions are genuine.

‍Get started with Plivo today.

Building a strong customer base often comes down to two essential components: customer acquisition and customer retention. While gaining new customers is valuable, relying solely on customer acquisition is not the optimal approach for long-term success.

Undoubtedly, customer retention holds more significance than acquisition. This is especially true for B2B SaaS businesses that operate on a subscription model. 

Mixpanel's Product Benchmark report estimates that the typical B2B customer retention rate for SaaS businesses is roughly 35%. It just goes to show keeping customers around is no easy feat!

Focusing on customer retention can boost the lifetime value of customers and cut down acquisition costs. 

As customers stick around, they help businesses gather more insights about their preferences and behaviors. Plus, existing customers are more likely to make repeat purchases (60% to 70% chance) compared to new prospects (5% to 20% chance), making them more responsive to upsells and cross-sells and less sensitive to price changes.

So, how do you actually keep customers coming back? 

In this blog post, we recommend nine solid B2B customer retention strategies to help you build the right mix of tactics for your business. 

How is B2B Customer Retention Different from B2C?

B2B and B2C customer retention is distinct, purely driven by unique customer behaviors, transactional dynamics, and relationship strategies. 

Here are the different aspects of how they are unique in their own way:

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9 Expert B2B Customer Retention Strategies that Work

The Pareto principle holds true in customer relationships, where 20% of your customers often generate 80% of your revenue.  

So, if you belong to the league of brands that is ready to roll up your sleeves on this front, here are some top B2B strategies we recommend for you to make customer retention seamlessly happen. 

Additionally, we’ll also illustrate how, as an omnichannel customer service platform, Plivo CX can effectively contribute to retaining B2B customers.

1. Personalizing every customer touchpoint

Meeting today’s high expectations for seamless, instant customer support requires a strategic and personalized approach. Just think about how often you experience personalization with platforms like Spotify and Netflix—they always seem to know the perfect song or show for you. 

Customers now expect this level of service from every business interaction. In fact, nearly 62% of consumers say they’d lose loyalty if they received a non-personalized experience.

Start by mapping out the customer journey to spot and fix any bottlenecks. Embracing an omnichannel strategy is key to delivering a consistent experience across all touchpoints. Automation frees up agents to focus on more complex issues—77% of agents report they can deliver better service when routine tasks are automated.  

Adding AI-powered chatbots into the mix can efficiently manage inquiries, ensuring every interaction is relevant and helpful. Businesses can connect with customers on their preferred channels, delivering smooth, personalized support every step of the way.

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💡Insider tip: 
Plivo CX comes with several features that can help you implement these strategies without any delay:

• Unified Agent Desktop: The platform brings all customer interaction channels, such as AI-powered live chat, voice, SMS, email, and WhatsApp, into one interface, providing comprehensive customer data and the full context of issues.
• OpenAI-Powered Chatbots and IVR: The platform enables you to automate routine tasks and initial customer interactions with OpenAI-powered chatbots and IVR, freeing up agents time. 
• Drag-and-Drop Workflow Builder: Plivo CX's Drag-and-Drop Workflow builder can optimize the customer journey by enabling you create custom workflows. 

2. Anticipating needs before they arise proactively 

According to customer engagement research by Salesforce, 73% of customers expect companies to understand their unique needs and expectations.

For instance, when a company selects IBM's cloud storage suite, IBM assigns a dedicated team of specialists to engage with the customer immediately. They provide in-depth training and ongoing guidance for a smooth setup process.

Empowering your customer support team with a solid knowledge base transforms proactive service. Imagine it as a central hub packed with information about your products, services, and common issues. Many inquiries are basic questions already covered in your FAQs. Instead of burdening human agents, let chatbots handle these queries.

With a well-organized knowledge base and self- service module, your support agents and your customers can access solutions quickly, ensuring they receive timely assistance.

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💡Insider tip: 

• Intuitive Chatbot: You can utilize Plivo CX's OpenAI-powered chatbot to streamline customer interactions with accurate responses and efficient routing.
• Customizable IVR Solution: The customizable IVR system can help you offer personalized self-service options tailored to customer needs around the clock. 
• Custom Knowledge Base: Plivo CX empowers proactive support by enabling the development of a custom knowledge base, facilitating faster access to information for agents. 

3. Building bridges with passive customers

You probably have sent this to your customer–'On a scale of 0 to 10, how likely are you to recommend this product/company to a friend or colleague?'  

Within the NPS framework, there are three customer segments, one of which is Passives. Passives are not actively endorsing a brand, nor are they spreading negativity. 

However, there are risks associated with Passives:

• Competitive pricing from competitors can entice them away
• The absence of essential product features may prompt them to explore other options
• Even minor service issues, such as slow responses to emails, can erode their loyalty
• Frustrating product experiences, like inadequate knowledge base support, may push them toward competitors

To address these risks effectively, consider the following strategies:

• Be proactive in engagement and gather valuable feedback through surveys
• Promptly address concerns, whether through public responses or exceptional after-sales service
• Implement self-service support for quick resolutions
• Utilize data analytics to personalize communication tailored to their preferences and needs

While there's no universal solution for turning Passives into Promoters, improving their experience can help build lasting relationships, eventually retaining them. 

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💡Insider tip: 

• Unified conversations: Plivo CX's omnichannel contact center platform can enable your customer service agents to personalize conversations and enhance speedy communications across preferred customer channels.
• Self-Service AI bots: You can provide 24/7 support with OpenAI-powered chatbots that can be trained on customized content for more accuracy and relevance.

4. Elevating advocacy by rewarding loyalty 

Have you explored the benefits of loyalty programs for your business? 

Loyalty programs can be a powerful strategy for B2B customer retention and partner engagement, offering numerous advantages for your brand when implemented effectively! It drives stability, encourages repeat purchases, and boosts revenue, fostering long-term growth. 

These programs also strengthen business relationships, forging valuable partnerships with shared benefits. Moreover, they unlock opportunities for upselling and cross-selling, enhancing your overall experience and operational efficiency.

However, B2B loyalty programs differ from their B2C counterparts:

Here are a few examples of B2B businesses that have successfully implemented loyalty programs:

• Take the Salesforce Partner Program, for instance. It offers extensive support and rewards to partners through training, certification, and marketing resources. They also utilize smart tactics such as tiered memberships, providing partners with more perks as they excel.
• HubSpot’s Partner Program targets startups, offering discounted access to their high-quality tools. They focus on personalized support and co-marketing initiatives to drive growth.
• Mailchimp & Co. caters to freelancers and agencies, providing exclusive training and priority support. This empowers partners to deliver exceptional services and fosters advocacy, boosting loyalty and ensuring customer retention.

In summary, nurturing advocacy through well-crafted loyalty programs can drive business success.

5. Maximizing value: The upsell and cross-sell approach

Want to keep customers coming back for more? Offer them more! Companies can deepen customer relationships and boost retention by providing access to additional products and services. One effective approach is offering bundle deals that combine different items at a reduced price. 

Another smart move is providing personalized upsells and cross-sells based on each customer's unique needs and usage patterns. Using data to understand what customers want is crucial. These strategies go beyond just increasing revenue—It's all about building stronger bonds with customers by delivering what they want when they want it.

6. Listen, act, track, measure and repeat

Closing the loop on customer feedback is key for keeping folks happy and loyal. Amazon nails it by listening, acting fast, and staying on top of things.

Traditional metrics like CSAT and NPS surveys are useful, but they only scratch the surface in today's fast-paced world. With omnichannel personalized support and automation, relying solely on these metrics might not tell the whole story. To truly understand your customers, you need to dig deeper and address any process gaps. 

For example, metrics such as average response time and total conversation count give quantitative insights into agent workload and issue resolution speed. 

Analyzing trends in abandoned metrics can also highlight instances where agents may be overwhelmed, leading to longer customer wait times or indicating a need for more training in customer engagement.

With comprehensive data, you can gain a holistic understanding of operations and optimize customer engagement for better customer retention.

7. Voice of customer: insights that drive co-creation

Did you know that companies with strong omnichannel customer engagement keep an average of 89% of their customers? Are you actively listening to your customers? 

Analyzing Voice of Customer (VoC) insights can help you identify early signs of friction to prevent churn, customize products or services to better meet customer needs, and assess demand for new offerings.

To run effective B2B Voice of Customer (VoC) programs, follow these steps:

• Assess Revenue Coverage: Measure the percentage of your revenue base from which feedback is collected to gain comprehensive customer insights
• Engage Multiple Stakeholders: Gather feedback from various decision-makers within each account to satisfy B2B purchasing requirements
• Prioritize by Value: Differentiate accounts by their value to effectively address issues, prevent churn, and maximize revenue

Active VoC methods involve direct engagement with customers to gather insights in real-time. 

• Customer Interviews: Engage in both online and offline interactions to capture detailed feedback
• In-App Surveys: Utilize real-time insights to gather feedback on specific app features or services while customers are actively using them
• Live Chat Support: Provide immediate assistance and uncover customer support issues and feature requests during interactions
• Phone Support: Offer direct assistance and gather valuable feedback, revealing common phrases, customer sentiments, and recurring issues

Passive VoC methods capture customer feedback indirectly through monitoring and analytics. 

• Website Analytics: Track user behavior on your website to understand customer preferences and pain points
• Social Media Listening: Monitor social media channels for customer feedback, sentiment, and brand mentions
• Review Mining: Analyze customer reviews and ratings to identify trends and areas for improvement
• NPS Surveys: Send periodic surveys to gauge customer loyalty and satisfaction levels
• Historic Support Call Data: Analyze historical support call data to uncover recurring issues, customer pain points, and areas for improvement

This dual approach can empower you to gain comprehensive insights into customer needs, facilitating informed decisions for product and service improvements that align closely with customer expectations. 

8. Financial insights for proactive customer engagement

When it comes to B2B customer retention, leveraging financial data and predictive churn analytics is a game-changer. Your financial data uncovers subtle signs—like a drop in purchases or missed payments—that can signal at-risk customers. 

Meanwhile, predictive churn analytics use advanced algorithms to predict potential churners based on past behavior. Armed with these powerful insights, you can proactively nurture customer loyalty by reaching out with personalized strategies, exclusive offers, and exceptional support. 

Don’t just wait and watch—provide tailored customer support that includes additional training or resources to address specific challenges, reassuring customers. 

For at-risk accounts, extend special deals such as discounted pricing or exclusive features to reaffirm their choice of your product and enhance their experience. 

9. Finding meaning in the quiet

Silence speaks volumes. You may notice that clients who were once enthusiastic about your products or services suddenly go missing in action. When the silence becomes too loud to ignore, it's your cue to step in. 

By tracking churn data every month, you can clearly understand whether the customer churn rate is increasing or decreasing. This proactive approach allows you to identify potential issues early and take timely actions to retain valuable customers and strengthen relationships. 

Try Plivo CX for B2B Customer Retention

The role of well-developed strategies for enhanced customer retention cannot be overstated. Ultimately, the journey towards customer retention isn't about pushing products or services—it's about nurturing connections and creating spaces where customers feel valued.  

With Plivo CX, you can put the above strategies into action. The web-based omnichannel customer service platform is designed to help you:

• Create personalized experiences that guide new users with care
• Stay one step ahead of customer needs by being proactive in your support
• Use OpenAI-driven chatbots to quickly address common questions and concerns, just like a helpful assistant
• Empower customers with self-service options that make them feel capable and informed

Ready to see your B2B customer retention in motion? Speak to our experts today!

Customer service teams often directly shape the overall perception of your brand through every interaction. A single negative experience, such as long wait times, unhelpful responses, or a lack of resolution, can quickly erode customer trust and loyalty, leading to lasting damage.

In a PWC survey, a single bad customer experience drives away one in three customers, or 32% leave after a bad experience. 

Next-generation businesses are increasingly turning to customer service automation to boost their support team's productivity. By utilizing technologies such as intelligent chatbots and voicebots, companies can handle more inquiries, offer 24/7 support, and quickly resolve customer issues. 

However, to discover whether it is a worthwhile investment or not, let’s go through all the pros and cons of customer service automation. 

Pros of Customer Service Automation

Here’s how the adoption of customer service automation adds a layer of efficiency to your customer service workflows:

1. Cost-effectiveness

Customer service automation reduces labor costs without causing any adverse impacts on your CX. There are a lot of queries that can be solved with minimal human intervention. 

As a 2023 Gartner survey indicates, 79% of businesses consider automation to be essential in their customer experience strategy. Also, AI-powered automation can reduce customer service costs by up to 30%. 

To give an example, intelligent chatbots driven by generative AI can handle most of the simpler, first-contact queries, reducing the burden on your customer service agents. This reduces operational costs and the pressure to hire more support staff as you scale. 

Furthermore, a unified agent desktop enhances customer experience and agent productivity. By enabling customers to use their preferred channels and giving agents a holistic view of each issue, regardless of the channel, this omnichannel approach ensures faster resolutions and boosts overall efficiency.

Besides chatbots, deploying solutions like automated and customizable workflows and IVR can help minimize labor costs. 

2. Round-the-clock support 

Customer service automation provides a competitive edge by offering always-on support, which is crucial for businesses serving diverse geographies and overcoming time zone challenges.

For instance, if your US-based business has a target market in Asia, there is a 12-hour gap between time zones. Providing real-time support can be difficult in such a scenario. That’s where OpenAI-powered self-service chatbots assist customers with basic questions and queries, even after your customer service agents clock out. 

As per a 2024 Zendesk report, 64% of CX leaders are increasing investments in chatbots.  

Also, auto attendants provide 24/7 customer support by greeting and guiding inbound callers after hours, enhancing customer experience and building trust in your brand's commitment to providing timely solutions.

3. Simplified scalability

Legacy customer support solutions often become quickly saturated by an increasing volume of queries. During peak holiday seasons like Black Friday, your inbound queries will likely skyrocket, leading to long waiting times. This can negatively impact your customer satisfaction (CSAT) scores. 

With customer service automation comes the added advantage of seamless scalability. When you deploy a customer service automation solution, any spike in your inbound queries becomes manageable. 

Instead of hiring more support staff, an AI-powered chatbot can handle the increased influx of queries, assisting multiple customers simultaneously, even during high-demand hours. 

4. Optimized support performance

Modern customer service automation software tools are built with advanced tracking and reporting features that offer all the insights you need to help agents perform at their peak. 

Live dashboards let you see how your agents are performing and live customer queues, helping you make real-time adjustments for smoother customer service operations.

Additionally, features like call barge and whisper allow customer support team leaders and managers to course-correct when it matters the most—on the spot, during live calls. Such swift adjustments can be huge life savers in sensitive customer interactions and convert disgruntled customers into loyal customers. 

Plus, access to historical insights allows customer service managers and leaders to make sense of past performance and identify areas of improvement. 

5. Improved first contact resolution (FCR)

Your first-contact resolution rate (FCR) significantly impacts customer satisfaction. It measures the percentage of customer issues solved in the first contact. 

Customer service automation solutions like chatbots and IVR systems serve as the first line of contact, enabling customers to get instant answers and solutions to their queries without connecting with a human agent. 

For instance, chatbots can quickly help customers track orders and take suitable actions to resolve their queries. Meanwhile, an automated call distributor system can route customers to the right agent and help deliver a speedy resolution for even the most complex customer queries. 

6. Increased customer satisfaction 

In a hyper-competitive business space, modern customer support teams need to be on top of their game regarding customer experience. Automated customer service software helps teams become more proactive in their approach. 

Reactive customer support means agents respond to customers only when they need help. Proactive customer service, on the other hand, focuses on anticipating customers’ needs.

It involves sending automated customer feedback surveys after every interaction to capture their experience and any additional suggestions or comments. 

Another way to use customer service automation is by sending automated SMS/Email alerts for reminders, important product/feature updates, and promotions. 

7. Establish a uniform tone and voice 

Automated customer service ensures that every interaction is on-brand and consistent, whether SMS, emails, or voicemail greetings. 

Chatbots and voicemail greetings can also be programmed to deploy specific phrases and use a specific tone that best aligns with your brand. The idea is to consider the customer’s journey across various touchpoints and ensure that customers have a smooth and hassle-free experience. 

Let’s say a customer wants to return an item. The automated response should clearly outline the steps to take while keeping the message consistent across each channel.

8. Maximize agent time for high-value interactions 

Consider a scenario where agents are supposed to answer every inbound query, no matter how minor. Your agents would be overwhelmed with the queries, and there would be limited time and energy to focus on more complex matters and critical queries. 

One of the main advantages of customer service automation is that it reduces the burden on human agents and takes over basic customer queries and frequently asked questions. 

Meanwhile, human agents can divert their energy and time to more important tasks, such as addressing personalized service requests or handling customer complaints. 

Drawbacks of Automated Customer Service

Despite its many benefits, customer service automation, if not implemented thoughtfully, can lead to adverse outcomes. Here are some limitations you must know: 

1. Cost of poorly implemented automation

Poorly configured customer service automation is an absolute red flag—it drives away customers and does the opposite of its purpose. If your chatbots respond with generic answers to every question, this leaves the customers with more confusion and adds a layer of complexity. 

2. Financial and operational hurdles 

Customer service automation, like AI chatbots, can be a significant investment and, like any SaaS solution, requires regular upgrades and maintenance. 

Therefore, customer service teams need to be careful with incorporating automation into their support workflows—you don’t need to automate every step in the customer journey, only those that need it the most. 

Additionally, it takes some time for internal teams and customers to get acquainted with the changes associated with customer service automation. Without testing out these automated processes, you can frustrate your customers with complexities and turn them away. 

3. Inability to solve complex issues

Chatbots can address simple queries like basic troubleshooting and order tracking. However, when it comes to nuanced customer interactions, they may lack the context and sophistication to recognize the complete issue at hand and the customer's underlying frustrations. 

Tackling such complex issues calls for the creative problem-solving of well-trained human agents and the ability to grasp real situations. 

This is because many AI-powered chatbots are rooted in machine learning, which may not give customers a satisfactory response to their queries, where a human agent can fill in the gap. 

4. Lack of human touch

AI-driven conversations may seem robotic and lack the much-needed empathy that customer interactions demand. 

Imagine the frustration of a customer experiencing repeated technical issues when they have to encounter the same generic technical responses. Chatbots may fail to acknowledge the frustrations that the customer is facing and further aggravate the customer’s discontentment.

In such situations, human agents can swoop in, identify emotional cues and deliver the much-needed reassurance that helps calm the customer and nudge them to an effective solution. 

5. Potential downtime

Customer service automation systems are regularly maintained and updated. This can hamper business continuity, as customers are unable to access automated customer support for their queries. 

Take the case of an AI-based chatbot system set for an update during peak demand. The last thing you want is for customers to leave your website without having their queries resolved.

Undoubtedly, customer service automation can greatly help your support operations. However, without proper backup plans and maintenance schedules to ensure uninterrupted service, the advantages of automated customer service may appear ineffective. 

6. Limited compatibility with legacy systems

Modern AI-based chatbots and other customer support automation technologies may face compatibility issues with traditional and legacy systems. These systems often do not have the interfaces to integrate with the latest automation tools. 

Connecting customer service automation with your legacy tech stack or homegrown systems would demand extensive customization to make it more compatible. On top of that, the customization and ongoing maintenance involved will drive up operational costs. 

Besides, if your customer service team is used to working with legacy systems, they will need extensive training to operate customer service automation efficiently. 

Even if you manage to build a workaround and integrate customer automation into traditional systems, it will only have limited functionality, which hardly solves the purpose for you. 

7. Risks of end-to-end automated customer support 

In the long run and without intervention, fully automated customer service may generate more problems than benefits. AI chatbots deploy natural language processing (NLP), in which text processing can be hampered by slang and colloquialisms. 

This can lead customers to dead ends when they are trying to get a solution to their query, resulting in poor CSAT customer satisfaction scores. 

How to make the most of automated customer service

A robust customer support system needs the right combination of human intervention and automated customer service technology. To achieve this balanced compatibility,  you need to identify the scope of automation within your customer service operations. Get clarity on where you can deploy chatbots, which workflows you can automate and when human agents should take over the conversation.

Remember, automation should complement agent-customer interactions and not hamper them with a robust support system that can handle all kinds of customer queries and conversations.

Consistently track and monitor your workflows to create a seamless customer service experience.

Leverage a reliable omnichannel customer service automation tool like Plivo CX to seamlessly integrate automated customer service workflows into your existing systems (ERP, CRM, helpdesk, etc.), including homegrown ones. 

Besides that, here are some key features that can make your drive to customer automation a breeze: 

• Unified Agent Desktop: Provide seamless omnichannel customer service across email, voice, SMS, WhatsApp, and live chat
• OpenAI-powered Self-Service Chatbots: Offer 24/7 support for complex customer queries
• Drag-and-Drop Workflow Builder: Create automated customer journeys across all communication channels
• Metrics and Reporting: Analyze interactions and collect real-time feedback for tailored responses
• Agent Coaching Tools: Utilize call recording, barge, and whisper for effective agent coaching

Customer service automation pros and cons: The final verdict 

Customer service automation, when combined with human support, can enhance customer experience. While it offers benefits like 24/7 service and efficiency, you must strategically use it for routine tasks and rely on human agents for complex issues to ensure a personalized touch and promote customer loyalty.

Plivo CX and its drag-and-drop workflow builder lets you incorporate automation to elevate support and match evolving expectations. Easily create automated processes for handling customer interactions. Connect different components like chatbots, human agents, and other actions to build a seamless customer journey. 

Ready to level up your customer service?

Book a demo now!

Virtual phone numbers are the best way for modern businesses to build relationships with their customers without expensive setups. Find out how to get a virtual phone number in this post. 

Virtual phone numbers are quickly becoming a must-have communications tool for businesses of all sizes. Data shows that small to medium-sized businesses are expected to grow more than 15% in the VoIP market by 2025. 

In this guide, we’ll break down the basics and share a step-by-step guide on how to get a virtual number of your own. 

What is a virtual phone number?

A virtual phone number appears similar to your regular phone number. It often uses Voice over Internet Protocol (VoIP) to make and answer calls or text messages. They also have the ability to forward incoming calls to different numbers, record calls, manage voicemails, and route calls more efficiently. 

Why should you use a virtual number?

Virtual numbers offer enhanced flexibility, improve the customer experience, and are cost-effective, empowering your business to scale up or down as needed. 

For your team, virtual numbers enable remote work by allowing employees to make and receive calls from anywhere with an internet connection. Virtual numbers work across devices, ensuring you're always connected.

Virtual numbers separate your personal and professional calls, creating a more professional brand image. Features like call recording, call analytics, and IVR systems to streamline your communication processes.

Virtual numbers eliminate the need for traditional phone lines and hardware, saving you money on monthly fees and equipment.  You can easily add or remove virtual numbers as your business grows or shrinks, providing flexibility and cost control.

Overall, virtual numbers offer a versatile and affordable solution for businesses and individuals seeking to improve their communication capabilities. Let’s dive deeper into the benefits of a virtual phone number.

The benefits of using a virtual phone number

Virtual phone numbers are increasingly preferred for the strategic advantages they provide in today’s fast-paced, remote-first business environment. Virtual numbers are user-friendly, flexible, and cost-efficient. 

Here’s a rundown of the primary benefits of using a virtual phone number. 

Achieve a faster time to market 

Speed matters — being able to deploy, measure, and experiment with virtual phone numbers across different campaigns helps you achieve faster time to market and competitive advantage.  

Virtual numbers can be set up almost instantly. They’re easily scalable, too — it’s straightforward to add or remove numbers, adjust plans, or scale operations up or down without significant investment or time delays.

Do market testing without heavy costs 

Previously, you’d need to set up physical offices to be able to communicate with local audiences. Virtual phone numbers lower the barrier to entry to new markets. Hone your marketing by testing different messages, communication formats, and products with various audience segments worldwide.

Virtual numbers reduce the high initial investment and logistical challenges of geographical expansion, allowing you to have a local presence instantly. 

Personalize your communication with global customers

Different audiences from different regions have particular preferences and expectations. With virtual phone numbers, you can choose a local number or toll-free business phone number that resonates with your audience, whether they're in Denver or Tokyo. 

This localized approach can significantly boost your customer engagement by making your business feel closer and more relevant to them. Using a virtual phone service can help you establish trust and credibility, without the overhead costs of setting up a local telephone number for your international customers. 

Further, by personalizing your virtual telephone numbers, you can provide tailored support, sales, and service calls that create a local and personalized feel to your customers and prospects. 

Save money with virtual phone numbers 

Likewise, virtual numbers are built to scale with your business. These numbers can be easily added, removed, or modified without the need for physical installations, making it affordable to budget according to your team's size and requirements.

Work from anywhere with WiFi

Your workplace can be flexible and location-independent with the help of virtual phone numbers. You and your team can receive and make calls from any device that has an internet connection, regardless of your physical location. It's like carrying your office phone with you, wherever you go.

Make strategic, data-informed business decisions

Virtual phone systems offer analytics capabilities and management tools that traditional phone numbers lack. Monitor data such as call volumes, durations, and outcomes to provide insights for staffing, training, and customer service improvements. 

Seamlessly integrate with your existing tools 

Virtual phone systems can seamlessly integrate with your existing business applications, from CRM software to email platforms such as ActiveCampaign or ClickFunnels. All customer interactions and business calls are recorded and accessible, enhancing efficiency and offering new ways to improve the customer experience. 

Types of virtual phone numbers

There are four main categories of virtual phone numbers. 

1. Mobile numbers resemble standard mobile phone numbers but are not tied to a specific device or SIM card. 
2. Landline numbers mimic traditional landline formats and are often associated with specific geographic areas, though not tied to a specific physical landline.
3. Toll-free numbers are free for the caller, with the cost incurred by the business receiving the call.
4. Vanity numbers incorporate memorable words or phrases (e.g., 1-800-FLOWERS). 

Each type of virtual number serves a different purpose. But what they all have in common is that they aren’t tied to one specific device, leading to several business benefits. 

How to get a virtual phone number in just a few minutes

Plivo offers an easy and efficient way to obtain and manage virtual numbers across the globe. And, our robust CPaaS platform expands your business’s ability to engage with customers across communication channels. 

Product managers can take advantage of Plivo's local, mobile, and toll-free numbers to optimize the customer experience. The platform also provides comprehensive analytics to help businesses make data-driven decisions. 

For engineers, Plivo offers a simplified integration process with extensive documentation, SDKs, and support for multiple programming languages. This ensures scalability, reliability, and security in communication features, making Plivo the go-to platform for businesses looking to innovate and grow.

You can get a virtual phone number with Plivo in just a few steps—here’s how.

1. Sign up for an account with Plivo

Plivo offers a free trial account for you to test our platform and explore our features. If you’re already a Plivo user, log into your account and navigate to your console. 

2. Select your number 

Once you log into your account, navigate to your Plivo console and click on Buy Numbers. Choose the type of number (local, mobile, or toll-free number) and the region it represents.

For instance, if you’re in the US and want a local virtual phone number that looks from eastern Massachusetts, enter 508 as the local area code. Then, hit Search. 

Based on your request, Plivo will provide a list of virtual phone numbers for you to rent. You can review the details of each number, including whether it supports voice, SMS, and MMS, and the monthly fee. 

The price for a local virtual phone number that supports both voice and messaging is $0.50 per month. That's less than the cost of a postage stamp! Simply click on Buy Number and you'll have an instant virtual phone service number. 

3. Configure your settings

The advantage of working with Plivo is that you can customize settings to suit your business needs. Set up call forwarding, call transfers, voicemail, and other features to make your virtual number work for you. 

How does a virtual phone number work?

Virtual phone numbers can be easily set up without additional hardware or software. Once set up, virtual telephone numbers can be used to make calls and send texts.

You can customize how incoming calls are handled. Route calls to one number to the customer service team, calls to another number to a voicemail, or set up voicemails to ensure you never miss a message.

Take, for instance, a business based in New Jersey that uses a California virtual number. This setup allows the business to field calls directly to their team in New Jersey, bypassing the need for a physical presence in California. 

This flexibility extends to call forwarding options too. An automated interactive voice response (IVR) can greet callers and direct them to the right department, e.g., "Press 1 for Sales, 2 for Customer Support," improving call routing and customer experience.

Additionally, you can track the activity of your virtual numbers — like call volumes, duration, and outcomes. This information can be pivotal for tailoring your business strategies, especially if you're looking to strengthen your market presence in specific regions. For instance, a spike in engagement from California might indicate it's time to double down on your marketing efforts there.

Differences between virtual & regular phone numbers

The table below outlines, at a high level, some of the key differences between virtual phone numbers and regular numbers.

Virtual phone numbers meet the needs of most businesses. However, they aren’t without limitations; in some instances, your business might prefer to use a traditional phone number over a virtual one.

Virtual phone number limitations

There are a few scenarios in which it makes sense to stick with your traditional, legacy phone numbers rather than switch to a virtual one. 

Virtual phone numbers require a stable internet connection to function. A poor connection can lead to dropped calls, poor audio quality, or complete service outages. And, while virtual phone systems have robust security measures, they are still vulnerable to cyber threats like hacking and phishing attacks.  

Virtual numbers can have an image problem, too. Some people perceive virtual numbers as less legitimate than traditional phone numbers, especially in highly regulated industries like healthcare and finance. It’s important to make sure you find a professional configuration for your number, such as using a landline number, to convey legitimacy.

How to forward a virtual phone number

Forwarding calls from a virtual phone service is a simple process that lets you direct incoming calls to any other phone number or device to ensure you never miss important calls. 

With Plivo’s no-code tool PHLO, you can set up call forwarding on your virtual number in less than five minutes. Here’s a step-by-step guide to dynamically route incoming calls. Alternatively, if you want to forward SMS messages, here’s a guide that will help you forward incoming SMS messages to your Plivo number.

Get started with virtual numbers from Plivo

Thousands of businesses in more than 190 countries trust and use Plivo’s cloud communications platform to simplify and personalize their communications. Plivo not only offers virtual numbers, but a wide range of features suitable for today’s evolving business needs.

You can set up your virtual phone number in just a few minutes with Plivo and access other features such as: 

• Local, toll-free, and 10DLC numbers 
• Number porting 
• Automatic call recording
• Call forwarding 
• Caller ID
• API verification
• Number lookup 
• SMS API 
• Omnichannel contact center for B2C customer service teams 

Get started with a free trial of Plivo today. 

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Getting a toll-free number can be a game-changer for your business. It provides a professional touch, expands your reach, and makes connecting with customers easier. 

Whether you’re a small business looking to enhance customer service or a growing company aiming to boost sales, a toll-free number is a valuable tool. 

A toll-free number is a phone number where the business pays for the call, not the caller. This makes it convenient for your audience to connect with you without worrying about expensive long-distance charges. 

Callers can easily contact your team to learn about your product or service before making a purchase, for example. Or, they can check the status of their orders, get help with product or service issues, and manage account-related queries.

Toll-free numbers have three-digit prefixes, such as 800, 888, 877, 866, 855, 844, and 833. Unlike local numbers, which tie you down to a specific area, toll-free numbers free you from geographical limits. 

In this guide, we’ve shared how to get a toll-free number for your own business, the costs associated with toll-free numbers, and the best toll-free number provider. 

Let’s dive in. 

5 key benefits of toll-free numbers 

Toll-free numbers not only offer convenience to customers; they also provide tons of flexibility to businesses. By working with a reliable toll-free number provider, you can use trackable toll-free numbers to measure campaign success and optimize strategies, attract national and international customers, and improve customer service.

Here are some key reasons why companies choose to use toll-free numbers:

1. Better brand identity

Think of a toll-free number like a premium web domain. Numbers with distinct area codes (like 800, 855, or 833 in North America) are far more memorable compared to a local number. They can make your brand stick in people's minds. For example, vanity numbers, also known as alphanumeric toll-free numbers, spell out words or phrases related to your business (e.g., 1-800-PLIVO). Vanity toll-free numbers are catchy, making it easy for customers to remember and instantly associate them with your brand.

2. Enhanced customer experience

Toll-free numbers mean customers can call you without worrying about long-distance charges. This is especially handy if you have clients spread across multiple countries. It makes getting in touch with your support team a breeze.

3. Measurable marketing

You can use different toll-free numbers for each of your marketing campaigns to see which ones drive the most leads and sales. This data helps you optimize your marketing strategies, increase ROI, and lower customer acquisition costs (CAC). 

4. Improved sales

Using toll-free numbers removes the cost barrier for customers, making it easier for them to contact your sales team. This convenience leads to more inquiries, questions, and informed purchasing decisions. Ultimately, this boosts customer engagement and increases sales.

5. Enhanced cloud communication abilities

Integrating toll-free numbers with your cloud communication system allows you to manage calls efficiently from anywhere. Features like call routing, interactive voice response (IVR), and CRM integrations improve customer interactions, making your communication system more effective and seamless.

How does business toll-free service work? 

Dialing a toll-free phone number is straightforward for callers; it works just like any other phone number.. The primary difference is that the caller doesn’t incur long-distance charges—these costs are covered by the business.

On the business side, toll-free phone numbers offer additional features like auto-attendants, call forwarding, hold music, call recording, call analytics, and even business texting. The availability of these features can vary greatly depending on the service provider you choose. 

It’s important to note that some VoIP providers may impose additional fees for receiving toll-free calls. When choosing a service provider,  consider these potential costs and ask for transparent billing. 

Get a toll-free number for your business

You can procure a toll-free number for your business in five steps. Here’s how to get started.

Step 1: Find a service provider

The first step is to find a reputable service provider who can assign your business a toll-free number. Here are some criteria to consider when selecting a provider:

• Reputation and reliability: Look for providers with strong customer reviews and a proven track record of reliability. For example, Plivo offers globally distributed direct-to-carrier network services that ensure high quality and low call latency.
• Pricing: Evaluate different pricing plans to ensure they fit within your budget. Plivo, for instance, provides transparent, usage-based pricing with the option for volume discounts as your business scales.
• Customer support: Opt for a provider that offers comprehensive customer support. Plivo provides 24/7 premium support and consultative customer success teams to assist with technical guidance and industry expertise.
• Scalability: Choose a provider that can grow with your business, offering the ability to add more lines and features as needed. Plivo’s platform is designed to scale, supporting businesses of various sizes.

Step 2: Compare features

As you vet different providers, evaluate the additional features they offer. Essential features to look for include:

• Call tracking: Monitor and analyze incoming business calls to gather valuable data on customer interactions.
• Call recording: Record calls for training and quality assurance purposes.
• Call forwarding: Your provider should easily let you forward calls from a toll-free prefix like 800 or 888 to your cell phone, ensuring you never miss important business calls.
• Simple IVR: Automate call handling with an easy-to-use interactive voice response system.
• Detailed reporting: Access comprehensive reports on call activity to better understand customer behavior.
• Unlimited channels: Handle multiple calls simultaneously without any issues.
• CRM integration: Ensure the toll-free phone number can integrate seamlessly with your existing CRM systems for streamlined operations.

Step 3: Choose your prefix

Look for a memorable prefix that your target audience will perceive as professional and trustworthy. Common options include 800, 888, 877, 866, 855, 844, and 833. Each prefix can be chosen based on availability and your branding needs. The 800 prefix is the most recognizable  option.

Step 4: Set up your account and activate the number

Here’s a step-by-step guide to setting up and activating your toll-free number:

1. Sign up: Create an account with your chosen provider, such as Plivo.
2. Choose your number: Use the provider’s console or API to select and purchase a toll-free number from the available options. You can have toll-free numbers assigned for general inquiries and a vanity number like 1-800-PLIVO for easy recall and brand reinforcement.
3. Configure settings: Customize features such as call routing, IVR, and call recording according to your business requirements. 
4. Activate: Complete the setup process to activate your toll-free number. Plivo offers instant activation in countries where no additional verification is required. If verification is needed, you can submit necessary documents through their API.

Who can use toll-free numbers?

Toll-free numbers have plenty of advantages for various industries.  

1. Healthcare

Healthcare providers, such as hospitals, clinics, and telehealth services, use toll-free numbers to offer patients an easy and free way to schedule appointments, inquire about services, and receive medical advice. Toll-free numbers help reduce barriers to communication, ensuring patients can get the support they need without worrying about call costs.

2. Financial institutions

Banks, credit unions, and other financial institutions use toll-free numbers to facilitate customer service and account management. Customers can call to check their account balances, report lost or stolen cards, inquire about loans, and receive financial advice. Toll-free numbers offer a convenient,  cost-free way for customers to manage their finances.

3. Educational institutions

Schools, colleges, and universities leverage toll-free phone numbers to streamline admissions and offer student support services. Prospective students and parents can call toll-free to learn about programs, tuition fees, campus tours, and application procedures. Current students can also use these numbers for academic advising and administrative support, ensuring they have easy and direct access to necessary resources.

4. NGOs

Non-governmental organizations (NGOs) use toll-free numbers to engage with donors, volunteers, and beneficiaries. Donors can call to contribute, inquire about ongoing projects, and participate in volunteer opportunities. Beneficiaries can reach out for assistance and information about services offered by the NGO. Toll-free numbers help NGOs maintain strong relationships with their supporters and effectively deliver their services.

5. Entertainment

Theaters, concert venues, event organizers, and others in the entertainment field use toll-free numbers to manage ticket sales and customer inquiries. Customers can call toll-free to purchase tickets, inquire about event details, and resolve any issues related to their bookings. 

How much does a toll-free number cost?

The cost of a toll-free number depends on three main factors: 

1. The number itself
2. Your number’s capabilities
3. The caller’s location 

Let’s dive deeper into each one of these factors.

The number itself

You can buy toll-free numbers from an FCC-approved provider, known as Responsible Organizations (RespOrgs). Prices vary, with some providers charging $15 per number per month, while others might charge $30 or more.

For instance, Plivo offers toll-free numbers starting at $15 per month. You can purchase these numbers directly through Plivo’s console. If you need additional numbers, they can be added for a small monthly fee, making it affordable for businesses needing multiple numbers.

Inbound and outbound calls

Charges for inbound and outbound calls on your toll-free number can vary. Here are the typical pricing structures:

• Per-minute pricing: Pay for each minute of call time. For example, Plivo charges a competitive rate for both incoming and outgoing calls, ensuring you only pay for what you use.
• Bundled minutes: Pay a set fee for a specific number of minutes each month, such as 200 minutes per month. This can help manage costs if your business has predictable call volumes.
• Plan rates: Higher-tier plans include toll-free minutes, reducing the per-minute cost.

With Plivo, you can choose the plan that best fits your usage patterns to manage costs effectively.

Your caller’s location

Call costs can vary based on where the call comes from. For example, receiving calls from within the US might cost $0.02 per minute, while business calls from countries like Australia could cost $0.10 per minute. Plivo offers transparent international rates, allowing you to calculate costs accurately and avoid unexpected charges.

Example: Plivo’s cost structure

Plivo provides flexible pricing options tailored to your needs. For instance, toll-free numbers are available starting at $15 per month, with additional charges for incoming and outgoing calls based on per-minute usage. This pay-as-you-go structure helps businesses manage costs by only paying for the minutes used.

Why should you choose Plivo for a toll-free number? 

Plivo is one of the best toll-free number providers. Here’s why: 

1. It’s easy to set up and use 

Setting up a toll-free phone number with Plivo is quick and easy. You can get started within minutes. Log in to  Plivo’s console, select, and activate your number. Plivo’s user-friendly interface is available via desktop or mobile phone, enabling you to manage your communications from anywhere.

Businesses love Plivo’s round-the-clock support. Plivo offers 24/7 premium support and a dedicated customer success team to provide technical guidance and industry expertise whenever you need it. This support ensures you can resolve issues quickly and effectively, maintaining smooth operations.

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2. It’s trusted and reliable 

Plivo’s API handles over a billion requests monthly, ensuring your communications are fast and reliable. The globally distributed direct-to-carrier network and intelligent routing provide minimal call latency, so your business calls always get through promptly. Plus, it supports outbound calls to more than 220 countries and inbound voice calls to Plivo phone numbers in 46 countries. 

Additionally, Plivo's platform is designed for maximum availability and reliability, boasting a 99.95% uptime SLA. It adheres to strict data privacy standards like Privacy Shield and GDPR, making it a secure choice for businesses that prioritize data protection.

One of our customers, Patrick Ryan, vice president of innovation at LAZ, shares, “Reliability is really important because this is our revenue — this isn’t marketing. One of the things that got us comfortable with Plivo was the fact that you have a status page on your site that shows us the history of any glitches or downtime. It’s transparent, so I could see there was not one red dot in the last 30 days.” 

Read the full story here. 

3. It has a premium network

Plivo has strategically placed Points of Presence (PoPs) in seven key regions: California, Virginia, Mumbai, Singapore, Frankfurt, Sydney, and São Paulo. These PoPs ensure low latency and high voice quality by routing calls efficiently within these regions.

Plivo also uses direct carrier connectivity, meaning your voice calls are delivered through one-hop, local, in-country carriers. This setup minimizes latency and avoids out-of-region audio issues, ensuring crystal-clear communication.

In addition, Plivo’s intelligent routing engine uses real-time data to prioritize call routing based on multiple quality parameters such as latency, jitter, and Mean Opinion Score (MOS). This ensures your calls are always routed through the best possible paths for optimal performance.

4. It’s packed with features

Plivo offers powerful features right out of the box to help you craft engaging call experiences. These features include voicemail transcription, call transfer, call queueing, call whisper, call hunting, call conferencing, dynamic caller ID, multiparty calls, music on hold, a call feedback API, text-to-speech, and voicemail. 

With these tools, you can efficiently manage calls and enhance your communication capabilities, ensuring a seamless and professional experience for both your team and your customers. 

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5. It provides granular insights 

Plivo's Voice API platform provides tools for monitoring and fixing call quality issues. The Call Insights feature gives you quick, actionable summaries to spot and address problems quickly. The Call Summary Dashboard displays key metrics like latency and packet loss, segmented by various factors. Collect user feedback through the Call Quality Feedback API to correlate issues with network conditions and device data.

Detailed call logs and event timelines help pinpoint problems quickly. Real-time alerts and proactive monitoring ensure immediate attention to call quality issues. Features on the roadmap, like audio capture and pre-call connectivity tests, will further enhance troubleshooting.

6. It’s affordable 

Plivo's pricing is transparent and usage-based, meaning you only pay for what you use. A toll-free number starts at $15 per month, and additional numbers can be added for $5 per month each. This pricing model and a free trial let you evaluate the service to see if it meets your needs without a large financial commitment.

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Get started with Plivo

Privacy breaches are obviously bad for business, but the hidden cost of a breach may be more than you realize. When a delivery or rideshare driver misuses a customer’s personal information, it’s not only dangerous but damaging to your brand’s reputation. Such incidents can expose the business to legal and regulatory challenges, as well as increase customer churn and result in a revenue loss. 

Number masking is the simplest way to mitigate the risk of a privacy breach and build your end users' trust. Plivo's Number Masking feature enables businesses to mask their customers' and partners' real phone numbers, thereby shielding their actual contact details. Continue reading to discover how number masking works and how to get started.

How does number masking work?

Number masking enables anonymous interactions to safeguard user data during everyday transactions—be it food delivery, hailing a ride, or accepting a package.

Let's consider a real-world application of number masking through the experience of Rahul, who orders groceries online. Concerned about privacy, Rahul wishes to avoid sharing his personal phone number directly with the delivery service.

• Upon placing the order through a grocery delivery app, the app employs Plivo's Number Masking feature to assign a temporary phone number specifically for communication related to this order.
• Rahul, wishing to share some additional delivery instructions with the delivery agent, calls the temporary number provided by the app.
• Plivo's system seamlessly routes the call from Rahul to the delivery agent, utilizing the temporary number. Throughout this process, the actual phone numbers of both Rahul and the delivery agent remain hidden from each other.
• If the delivery agent needs to clarify the delivery instructions or communicate any updates related to the order, he can also use the temporary number to reach Rahul.

Here’s what this process looks like in practice.

Ultimately, Plivo’s Number Masking feature acts as a bridge between customers and businesses, allowing them to communicate effectively without compromising personal phone numbers.

Benefits of Plivo’s Number Masking API

Unfortunately, many number masking solutions on the market require businesses to develop their solution from the ground up, a process that can be both time-consuming and labor-intensive. For many companies, the complexity of implementing number masking presents too high a barrier. 

Plivo's off-the-shelf Number Masking API is designed to eliminate this complexity, making implementation straightforward in mere two simple steps.

Get started with Plivo's Number Masking API

With Plivo, your business can bypass nearly 80% of the time and effort required to develop a number-masking solution from scratch. Just a few steps are all it takes to get up and running:

1. Register with Plivo.
2. Purchase preferred numbers to serve as virtual numbers through the Plivo console, or procure a phone number using the API.
3. Create a number masking session using the API by providing the first_party and second_party numbers, along with other required parameters tailored to your specific use case.
4. Plivo will automatically handle the assignment of the virtual number to the session.

Congratulations! You've now successfully set up a number masking session. Test the session by initiating a call to the virtual number, which will be correctly routed to the intended recipient.

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What else is possible with Plivo’s Number Masking API?

Beyond providing number masking at an affordable cost, Plivo's API enhances security through PIN-based authentication, ensuring that calls from unregistered sources undergo verification before connection. Plivo's intelligent algorithm also manages the allocation of virtual numbers efficiently, ensuring their optimal use.

Call recordings is another feature available through Plivo’s Number Masking API. While keeping all user information private, Plivo can record calls for quality assurance. Recordings are stored on Plivo servers free of charge for 90 days. Encryption is available for even more security. 

Number masking is a transformative tool for businesses aiming to prioritize customer privacy and foster trust in their brand. With Plivo's comprehensive Number Masking API, deploying this security measure is more accessible than ever. For more details refer to our developer documentation.

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Gone are the days when price was the only differentiating factor when customers weighed different solutions. Customer experience (CX) is the new revenue driver, and repeated positive experiences will lead a customer to make repeat purchases or advocate for your business. 

The customer experience management market is expected to grow from $19.34 billion in 2024 to $70.20 billion by 2032, at a CAGR of 17.5%, according to Fortune Business Insights. This highlights the growing importance of CX in business strategies. Besides that,

• Gartner reports that 89% of businesses recognize CX as a key competitive battleground
• Statista reveals that 44.5% of organizations globally see CX as their main way to stand out
• Also, customers spend 140% more after great experiences compared to negative ones

However, to ensure an excellent and seamless service process, you must build robust and productive customer service workflows to ensure your agents and CX teams are always equipped to win and retain customers. In this article, we discuss how you can proceed. 

What Are Customer Service Workflows? 

Customer service workflows refer to processes that help you achieve your customer support goals through a sequence of steps. They act as a pre-defined blueprint of steps that easily integrate into and support your customer service operations. 

The process eliminates the need to create new action steps for every customer interaction, enabling agents to be more productive and deliver faster and more effective query resolution. 

Consider the scenario of creating a standardized, high-quality onboarding experience for every customer. Now, instead of mapping out a new onboarding plan each time, you’d want to follow a consistent approach that is rooted in proven techniques, like this one:

• Customer signs up for your product 
• The customer receives an automated welcome email/message
• Guided product tour with the onboarding team
• Schedule routine check-ins
• Celebrate customer-centric milestones 

Importance of Building Customer Service Workflows

Improves efficiency 

Automated workflows promote efficiency in customer service operations by streamlining processes, saving agents valuable time and energy otherwise spent on repetitive manual tasks.

According to Salesforce, workflow automation is a top priority for 95% of IT and engineering leaders. This is further iterated by the fact that 74% of IT leaders have saved 4 hours each week by implementing workflow automation.  

Builds accountability 

You can design the workflows to assign specific queries to specific agents automatically. This defines responsibility and ensures that every query gets an adequate resolution without requiring multiple follow-ups.     

A unified system with tighter integrations 

These workflows also streamline customer support operations by consolidating all your tools and solutions into a single unified platform. Seamless integrations across your tech stack allow agents to manage all customer interactions in one place. 

Agents can perform multiple tasks, such as making and receiving calls while accessing a complete history of the customer’s interactions with the support team—resulting in faster query resolution. 

Proactive response 

Customers always appreciate prompt and hassle-free solutions to their queries. A customer service workflow helps eliminate operational bottlenecks hindering smoother service delivery. 

Agents don’t need to spend hours trying to figure out what works best—they have ready-to-use, plug-and-play workflows that help them focus on delivering a high-quality response. 

Performance overview for agents and teams 

Dynamic reporting and analytics integrated into the workflows offer a comprehensive view of agent and team performance. This allows for assessing productivity levels, identifying areas where service quality can be enhanced, and implementing strategies for continuous improvement in customer service operations.

Types of Customer Service Workflows  

Here are some of the most commonly used customer service workflow examples that might be helpful for your business: 

Issue resolution workflows 

These are crucial for retaining customers and improving customer service operations. 

Here’s what a customer service workflow diagram for issue resolution looks like: 

• Issue resolution workflow starts with ticket generation when the customer raises a query 
• Sorting and delegating issues to relevant agents/teams 
• Solving issues and/or escalating to senior teams or other technical teams/experts 
• Deliver the solution or lay out the next steps for customers to follow
• Schedule follow-up or communicate a timeline for follow-up for less critical issues 
• Close the ticket on conclusion of the issue 
• Send feedback forms to customers to evaluate the quality of support 
  

Chatbot workflows

Chatbots are the ideal channel for round-the-clock support as they facilitate customer self-service experiences. 

Here’s what a customer support workflow diagram for chatbot operations looks like: 

• The customer types something or opens the chat window
• The chatbot greets the customer and sends a menu with predetermined options/questions  
• The customer picks an option from the menu to raise a query 
• The chatbot accesses the knowledge base to respond to customer queries 
• The customer makes a choice that triggers actions to resolve the issue 
• Feedback is gathered from the customer

Customer order workflows

Customer order workflows are integral to the customer experience, particularly for e-commerce businesses. This workflow is automated from the purchase of the product to the final delivery/receipt of the product to the customer.  

This is what a  customer service workflow diagram for customer order processes would look like: 

• The customer places an order 
• Order is initiated within the order management system 
• Order confirmation is sent via email/SMS 
• The warehouse team is notified about the order 
• The tracking number is initiated to be shared with the customer
• Product is delivered 
• Product feedback workflow is initiated

Product feedback workflows

It is essential to have a customer service workflow dedicated to product development and improvement. How is your product faring? Which features are in demand? Which features need an upgrade? Did the customer face any problems in using your product? 

Here’s a customer service workflow diagram illustrating how product feedback workflows are recorded: 

• A product feedback form is sent to the customer, acknowledging their effort
• Feedback is routed to relevant channels or segments
• Necessary modifications are implemented into the product 
• Final communication is sent to the customer about implementing the product feedback

How to Build a Customer Service Workflow: A Step-By-Step Guide

Here’s a step-wise strategy to create a customer service workflow for your customer-facing operations: 

Step 1: Create a simple diagram of your workflow 

Unlike the linear diagrams given above for common customer support workflow diagrams, most workflows are much more complex. Each step has multiple ‘if this, then that’ scenarios that need to be accounted for, and it involves the following steps: 

Review the current processes 

Get started by taking stock of your current workflows. Define each step and the conditions that should be met for the process to be complete. Spotting loopholes in your workflows early on helps retain customers and generate higher CSAT scores. 

Alternatively, poorly designed customer service processes are a recipe for disaster. They can result in long wait times, inadequate resolution, and even agent burnout—each of which points to customer churn.  

What are the decision points? 

Decision points refer to the locations within a workflow where a process branches out. We have already mapped out a few customer support workflows relevant to different scenarios. However, in practice, these workflows are more nuanced and dynamic, which is where decision points come in. 

Decision points are where the workflow branches out into if/then scenarios. Here, a ‘then’ action is automatically initiated depending on the 'if' condition.    

What are your constraints? 

Constraints within the customer service workflow processes refer to regulatory requirements and financial compliance based on service level agreements and time frames. 

Step 2: Determine who interacts with your workflow 

Multiple stakeholders are involved in completing every workflow. You must clearly define who will interact with queries at each step of the workflow. This typically involves customer-facing teams and front and back-office departments supporting customer service functions. 

When building your workflows, consider the following aspects: 

Clearly define stakeholders and their roles 

To go deeper, identify how each interacts with the customers. Whether the customer experience teams carry out onboarding calls or the tech team ensures quick turnaround on bugs and other tech issues, each individual is a vital workflow component. 

Without clearly identifying each contributor's role, your customer support machinery will become a directionless web of actions. 

The departments where process stakeholders work 

Cross-functional collaboration across departments is essential for smoother movement within a customer service workflow. Let other departments involved in the workflow know how to prioritize and enable the resolution of customer service requests. 

Step 3: Identify your data requirements 

Knowing what data will be required to drive these workflows is an equally important step. Within automated systems, the support team must know where all the essential data is stored and how it will be synchronized between different stakeholders and departments.

How will data be connected? 

Define how the data handoff between various stakeholders and departments will take place. Consider the scenario where an existing customer wants to add more features to their package. The process must ensure that all the necessary data reaches the product or other relevant departments.  

What does your tech stack look like? 

The software you choose must be compatible with the tech stack other teams use to ensure an automated and error-free flow of information between different systems and departments.      

Step 4: Use workflow automation tools 

Integrate your workflows using automation tools. These tools enable users to create and customize workflows without switching between tabs and/or windows. 

Plivo CX's drag-and-drop workflow builder allows you to effortlessly create tailored customer journeys across all communication channels in just a few clicks. With enterprise-grade security and integrations like Shopify and Salesforce, the platform streamlines communication and enhances customer experience.

Step 5: Test and refine 

Finally, the efficacy of every workflow is tested using real scenarios. At this stage, you must be able to answer the following questions: Has the customer support workflow truly advanced you toward your customer support objectives and/or improved your support team’s efficiency? 

Optimize customer service workflows by A/B testing multiple variants. Compare performance under identical scenarios and conditions to identify the most effective version, ensuring continuous improvement and the best possible customer experience.

Best Practices for Creating Customer Service Workflows 

Let’s take a look at some of the best practices you can implement to drive higher ROI with your customer service workflows:

Opt for the right tech stack 

Don’t rely on your CRM or voice software for customer support communications. Deploy an integrated customer support platform to your customer support workflow processes. Consolidating all your important tools into a single interface will simplify the creation of new workflows. 

Embrace continuous improvement in customer service processes

Given the ever-growing expectations of customers today, your customer support management should be able to stand the test of time. Conduct regular process audits and upgrade your customer service workflows to meet the needs of modern customers. 

Follow a customer-centric approach 

When building your customer support workflows, keep your customers front and center. Maintain a consistent, high-quality experience for them from the start and throughout their journey with your brand. 

Enhance Customer Service With Plivo CX’s Drag-And-Drop Workflows

The right solutions, such as building a customer service workflow, can be your gateway to establish more reliable customer service processes and boost customer satisfaction. 

Plivo CX's drag-and-drop workflow builder simplifies the creation of powerful automation workflows for customer journeys. Its intuitive interface allows users to connect components, configure them within the workflow, and even trigger workflows remotely using APIs. 

Also, features like easy handoffs to human agents and skill-based routing enhance efficiency. Plivo CX prioritizes enterprise-grade security and integrates with various platforms like Shopify, Zoho, and Salesforce. 

Whether you need solutions for e-commerce, automated flows, or proactive customer service, Plivo CX’s comprehensive resources and features empower businesses to streamline communication and improve the customer experience.

Book a demo now to learn more!