Discover what India says about business calls, and what businesses making outbound calls need to know. Consumer expectations, ROI benchmarks, and the trends defining the future.
Across industries. Across millions of interactions.
Calls are ignored. Trust is questioned.
Customers now choose who deserves their attention.
Drawing on responses from businesses and consumers across India, this comprehensive study surfaces what’s
holding back voice, what's breaking customers’ trust, and what worries businesses. It maps where business
calling goes from here, and where to invest to stay on the right side of the dial tone.
Voice is adopted to build trust and drive loyalty in high-stakes moments—but businesses measure it on efficiency, missing its real impact on retention.
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of businesses
say trust & brand perception are key factors when choosing voice as a channel.
Yet,
the top metrics used to evaluate voice across industries are:
Response Rate
Time to Resolution
Cost per Interaction
Trust breaks when caller identity isn't clear, and challenges vary by audience - from identity barriers to timing and repetition issues.
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of businesses
cite customers’ avoidance of unrecognised numbers as a key barrier in using voice effectively.
y/o
y/o
caller-identity issues
Working professionals
Homemakers
both flag call-timing and repetition as major pain points.
Businesses invest in caller identity and transparency, while customers prioritize scheduling flexibility—a fundamental investment-demand mismatch.
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of consumers
want the flexibility to schedule callbacks at a convenient time—the most requested improvement.
However, over the next 12 months, business investment is expected to focus primarily on:
