BAI Webinar

Establishing trust in
inbound callers: Not all greens are created equal

RECORDED: November 17, 2020
TIME: 1:00 - 2:00 PM CT

A growing number of contact centers are adopting authentication solutions that promise to turn callers’ phones into a mechanism for establishing callers’ authenticity. When successful, this approach allows for lower average handle times, greater IVR containment, improved identification of potential fraud calls, and a better customer experience.

There are two different approaches to assessing phone calls. When calls are made from a unique, physical device, such as a mobile phone, they can be inspected within the phone network to confirm the device making the call is authentic. This deterministic approach yields the greatest accuracy in caller assessment, and the greatest potential for customer experience and efficiency improvements. Calls from other sources, such as from businesses or virtual services (i.e. Skype) can use probabilistic approaches to assess call trust based on calling history, call origination, line type and other factors.

Rather than choosing between probabilistic or deterministic, forward-thinking contact centers use a hybridized approach to caller authentication that combines the best of both worlds – the accuracy of a deterministic model for calls from unique, physical devices and probabilistic approaches for other calls.

Join us for this complimentary BAI webinar to hear how contact centers are implementing next-generation technologies to let customers through faster and block out fraudsters.

Key takeaways:

  • Probabilistic and deterministic models both have advantages, but also vulnerabilities; understanding the difference is critical to effectively establishing inbound callers’ authenticity
  • A hybridized approach to caller authentication improves operational efficiency and customer experience for the greatest number of callers
  • STIR/SHAKEN is useful in certain instances, but is not built for inbound caller authentication, as it is not intended to address virtualized calls and other common call center ATO risks
  • Forward-thinking call centers follow specific authentication best practices for optimal operational efficiency and ideal customer experience

Lance Hood
Senior Director of Inbound Authentication

Lance Hood is responsible for Inbound Authentication products at Neustar. He joined TRUSTID, a subsidiary of Neustar, Inc., in 2017 and helped establish the company as the market leader in pre-answer call center authentication leading to the company’s acquisition by Neustar in January 2019. He has over 20 years of marketing experience spanning technology, healthcare and security markets. Before joining TRUSTID he led marketing for GetInsured and Array Health. Prior to this, he led product marketing at EDI leader Edifecs and held multiple executive positions at security vendor Epok. He holds a Bachelor of Business Administration in Marketing from the University of Puget Sound and a Master of Business Administration in Finance from the Foster School of Business, University of Washington.


Adam Russell
Vice President, Financial Services & Healthcare

Adam Russell is currently Vice President – Financial Services & Healthcare at Neustar where he is applying his 20+ years of experience to drive industry and product development growth of its Identity and Risk solutions. Prior to joining Neustar, Adam was Senior Vice President at SunTrust Bank where he led the Credit Card Originations, Marketing Operations, and Product Development functions. He was previously the Vice President of Strategic Accounts at Experian Information Solutions where he was responsible for growing the enterprise relationship with leading financial services companies. Prior to this, Adam worked at Capital One for 13 years in a variety of Marketing, Analytics and Operations roles, from its spinoff from Signet Bank to Fortune 200 company and Top five credit card issuer.

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