I was always intrigued when every third customer we spoke to wanted a vanity number for his company. I always use to wonder why does a number matter so much? I am one of those who believes that product/service which you provide along with support defines the business traffic you generate. I always thought the customer experience you provide will make the customer come back to you, now whether he has to dial a non-vanity number or vanity, it does not matter.
At Exotel, we serve about 400+ companies. The two dominant sectors here are E-Commerce and Food & Beverage. I just wanted to see what does the data say since most of us today are data driven. I went back and analysed about 40 E-commerce companies and 20 F&B Companies. Here is what I found
Above is the graph which shows the number of calls received by 40 companies (20 companies have a vanity number and 20 have non-vanity number) over a period of one month. I have tried as much as possible to ensure that the data analysed was from companies which have similar characteristics in terms of size and customer base, so that the data does not get skewed. We can evidently see that E-commerce companies having a vanity number are receiving ~50.0% more calls than companies having a non-vanity numbers.
Above is the graph which shows the number of calls received by 20 companies (10 companies have vanity number and 10 have non-vanity number) over a period of one month. We again see that F&B companies having a vanity number receive ~30.0% more calls than companies having a non-vanity number.
For consumer facing business, the number is like an identity for the brand or the business. But I don’t see it having a major impact B2B companies. I feel whether you have a vanity number or non-vanity number the call traffic is more dependent on customer experience with your product/ service offering. Also these days most of us do not remember numbers, we always have them stored on our smartphone, so looking for a number which is easy to remember should not be of much priority.
Looking at the above graphs it seems like companies having vanity numbers tend to get more calls. But do you think
it is because of the vanity number or because most companies who generally do well in their respective sector opt for a vanity number, is a food for thought.