Strengthen your brand and grow your business through caller intelligence.

1. 5 Strategies
for choosing a worthy
CNAM provider
Strengthen your brand and grow your business
through caller intelligence.

2. Not all CNAM providers are created equal.
There are wide variations in levels, and quality of service. The wrong provider
could end up hurting, not helping your business.
By following these 5 expert strategies, you’ll be able to pick a bi-directional
CNAM provider that pushes your brand, your sales, and your relationships
into growth mode.
CNAM service is broken into two components.
Choose the right partner.
CNAM Lookup
Lookup delivers CNAM
on incoming calls.
CNAM Storage
Storage makes your CNAM
available to parties you call.
2

3. Stay away from caching. Some providers hold
onto lookups once they’ve queried them.
That means if the CNAM on a number changes,
you aren’t working with the latest data.
And answering with the wrong name is not
at all professional.
• Third party providers often make you set up a
VPN, or direct connection. VPNs can be complex,
prone to downtime, subject to compatibility
issues, and expensive to install and maintain.
• If you’re developing a web service, you may
want to consider REST APIs
• You can avoid PBX and phone integration
headaches by selecting a provider that incudes
CNAM with your inbound phone service.
Once you’ve nailed down fresh, compatible
contenders, make sure you can track your usage,
and the performance of the service you’re using.
Look for reports such as:
• Success/failure reports
• Availability records
• Call data records
1.
Find quality
data
2.
Ensure
interoperability
3.
Think about
reporting
3

4. On a CNAM lookup dip, make sure that the
Caller Name delivers City/State information
instead of “unavailable”or worse yet, an empty
field on phone numbers that haven’t been set up
with CNAM. City/State transmission can prove
more useful to your destination party when
figuring out where a call should be passed.
Likewise, City/State is more valuable than
“unavailable” when you receive calls. Look
for a storage provider that will fill empty CNAM
fields with more useful information on lookup.
Find a provider that allows custom tags on data
records for tracking purposes. Tagging queries will
help monitor campaign performance and provide
insight to grow your business.
4.
Ensure
delivery
5.
Customize
to analyze.
As the world’s first pure SIP carrier,
Flowroute delivers advanced SIP trunking
that answers the needs of communications
developers, SaaS service providers, and
high-tech enterprises. Flowroute’s unique
technology and network services provide
communications experts unparalleled
performance, transparency and control of
the voice communications that power their
businesses.
For more information about why we’re
the experts’ SIP trunking choice:
www.flowroute.com
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