What is Call Masking? 5 Benefits and How to Implement It

Consumer trust isn’t always a given in today’s world. A 2024 PWC Trust Survey suggests a gaping trust gap between businesses and their customer bases. It may be true that 90% of business executives believe their companies are trustworthy, but less than a third of consumers hold the same beliefs. It’s clear that there’s a disconnect between company image and consumer sentiment.

There’s a lot at stake here. In 2021, Clear Channel and JCDecaux found that more than 80% of consumers need to trust a brand before investing resources. Consumers are especially cautious when evaluating financial products and services. Research by Edelman in 2023 found that nearly 70% of consumers must trust a company before becoming a repeat customer. Additionally, PWC found that more than 60% of consumers would recommend a company they trust to their network.

Businesses that lead with transparency are more likely to earn consumer trust. A 2021 report by Sprout Social indicated that 86% of consumers say transparency is important when considering a company’s brand values.

These are just a few recent findings. Specific statistics can vary depending on the source and industry. However, all of them frame the conversation around customer expectations and how brands need to respond to stay relevant and competitive. Trust is the currency in the business world today.

It’s not always easy to establish and maintain trust. However, industry best practices can inform and guide this process. For example, savvy business leaders are investing in technology that elevates communication and protects customer privacy. Call masking is one way to achieve both goals.

We’ve put together a primer on call masking, its inner workings, and explain how your business might benefit from using it in your operations to support better customer service.

What is call masking?

Call masking, another name for phone number masking or caller ID masking, uses VoIP (Voice over Internet Protocol) technology to protect a caller’s identity and real phone number. Instead of displaying the company’s actual phone number, it will display a different one selected by the caller. This number could be a local business number, a toll-free number, or anyone identified by the company. This investment in a virtual phone system can contribute to both customer privacy and satisfaction.

Call masking is a popular tool because it can create some distance between the customer and the caller. It’s also helpful to companies that now have to consider the needs of a remote workforce. For instance, a home-based employee might use call masking on their personal device to obscure their personal number.

5 Benefits of Phone Number Masking

Call masking can add value to organizations in the following ways:

Enhanced Customer Privacy

Data privacy is a growing concern in an uncertain world. Customers and businesses both have to worry about potential data leaks. Masking phone numbers helps organizations protect employees’ identities and provides the same assurance for customers. This can be a boon to companies in industries like healthcare and financial services, where privacy is often governed by regulations. Lack of compliance can be costly financially and reputation wise.

Increased Customer Responsiveness

People are more likely to pick up the phone if they recognize the number. Caller ID has changed the game and made it challenging at times to reach customers. Customers may have a caller ID block on unknown numbers, preventing your calls from going through. Call masking provides a mechanism to display a familiar or trusted number. This usually helps with a higher rate of responsiveness and is typically better received by customers.

Cost Savings

Using dedicated phone lines for each employee or department is a relic of the past. Call masking relies on virtual phone numbers. These are more cost-effective than traditional landlines, and you don’t have to devote a lot of resources to set them up.

Improved Brand Reputation

Call masking makes it possible to use a consistent caller ID for outbound calls in all areas of the business. This move supports a unified brand image and inspires customer trust, as your virtual number is less likely to be marked as ‘spam’ to consumers.

Streamlined Call Routing

Another benefit of call masking is that companies can use it to field calls to the relevant person based on the caller’s location and the nature of their request or question. This can reduce the average call time, a win for both the team member and the customer. You can also add or remove virtual phone numbers to allow for changes in staff size or call volume.

How to Mask Your Phone Number in 4 Steps

Introducing call masking into your operations is fairly simple. Follow these four steps to start call masking today:

1. Find the Right Call Masking Service for Your Company

You can find many reputable VoIP service providers to help you achieve your goals. It’s best to evaluate ones based on criteria like call quality, pricing, and level of service. It may take some time to find the right fit, but you don’t want to rush into making a decision.

2. Get Virtual Phone Numbers

Opt for virtual phone numbers that align with your business needs. Some companies prioritize specific geographic areas where they operate, while national brands might want toll-free numbers.

3. Set Up Routing

You’ll want to dedicate ample time to configure your call routing rules. This is an important step that will help ensure the right calls and texts are sent to the right person or department.

4. Test and Monitor

Call masking can help your organization, but it’s not a one-time proposition. Instead, you’ll need to test your configuration to make sure it works in execution. It’s also a good idea to take inventory of call patterns and fine-tune your procedures as needed.

5 Phone Masking Examples & Use Cases

Call masking offers valuable benefits across a wide range of industries. Here are some practical examples:

E-commerce

Online businesses can use call masking’s private number feature to protect staff privacy while making use of a toll-free number to welcome customer interaction.

Healthcare

Call masking can help medical professionals and patients feel more at ease when discussing sensitive matters.

Financial Businesses

Banks, credit unions, and other financial institutions use call masking to hide internal phone numbers and offer a dedicated customer service number line.

Delivery Services

Companies with a national footprint often can have delivery staff on the ground. A local phone number can help delivery service companies better reach people in a geographic area while building trust.

Field Service Businesses

Service professionals can maintain a company’s identity when interacting with customers using their personal phone in a defined service area.

Level Up Your VOIP Services with Podium

Call masking can be one arrow in your operational quiver. It’s just one of the many ways Podium’s comprehensive VoIP phone service can help you keep your team and customers happy.

Podium is more than a traditional phone system. It’s a turnkey communication solution that integrates seamlessly with other essential tools like SMS messaging, online reviews, and web chat. You won’t have to worry about how or when to best reach your customers when you can use Podium’s proven technology to power your business.

Now’s the time to unlock the benefits of call masking and experience a more efficient, customer-centric communication strategy. Watch a demo today to learn about Podium Phones.