In today’s digital-first world, contact centers have become the front line for both exceptional customer experiences and, increasingly, sophisticated fraud attacks. While many organizations are investing in improving their customer journeys, too many are still relying on outdated authentication methods that expose their agents and clients to unnecessary risk.
Account takeovers, fraudulent activity passing through automated systems, and customer frustration are all rising. Recent industry data highlights the urgency:
In other words, current defenses aren’t just failing to stop fraud—they’re also hurting the customer experience.
For contact centers, this combination of increased risk and decreased satisfaction is dangerous. Social engineering attacks are on the rise, spoofed numbers are bypassing weak detection layers, and every extra second spent verifying a legitimate caller is money lost and trust eroded. According to the 2023 Javelin Identity Fraud Study, identity fraud cost U.S. businesses $43 billion, with a significant portion tied to contact center vulnerabilities source.
A Smarter Approach: Pre-Answer Caller Authentication
The good news is that a new approach is changing the game. Star Telecom, in partnership with TransUnion, has launched TruValidate Inbound Authentication for Genesys Cloud CX – designed to stop fraud before it starts, without adding friction for real customers.
TruValidate works in real time by analyzing incoming calls for risk before they’re even answered. It taps into telecom network signals, device intelligence, and TransUnion’s vast identity graph to assess trustworthiness. From there, each call is assigned a Trust Indicator score, allowing organizations to confidently route trusted callers straight to service, while flagging suspicious ones for further review or escalation. This not only reduces average handle time—often by 20 to 70 seconds—but also protects agents and improves customer satisfaction.
Here is a comparison of a traditional authentication method vs TruValidate
Agents are able to clearly see TruValidate’s vetting for inbound calls, with color coding to understand the risk levels.
This solution, perhaps most importantly, eliminates the need for customers to remember passwords or answer frustrating KBA questions. Legitimate callers get a seamless, efficient experience. Fraudsters hit a dead end.
More Than a Product—A Partnership
Implementing a technology like TruValidate is about more than plugging in a new tool. That’s why Star Telecom offers a complete service model to ensure success. From personalized design sessions and full deployment support to hands-on agent training and 24/7 post-launch care, our team works directly with your contact center to make the transition smooth and effective. You don’t just get a new authentication method—you gain a strategic partner committed to your security and service goals.
Organizations that implement TruValidate through Star Telecom see a return on investment typically within 90 days of the go-live date.
Frequently Asked Questions (FAQ)
Q: How does TruValidate know if a caller is legitimate or suspicious?
TruValidate evaluates incoming calls using a combination of telecom network forensics, device intelligence, and behavioral data from TransUnion’s identity graph. These inputs generate a Trust Indicator score that helps your system decide how to handle the call—route, escalate, or block.
Q: Will this slow down the call process?
No. TruValidate performs its risk assessment in milliseconds—before the call is answered—enabling faster agent interactions and reduced average handle times.
Q: Does this replace my IVR or other verification tools?
TruValidate enhances your existing systems by adding a pre-answer layer of protection. It can work alongside IVRs, CRMs, and routing logic to optimize the caller journey.
Q: Is it compatible with Genesys Cloud CX?
Yes. Star Telecom has integrated TruValidate directly with Genesys Cloud CX environments. We manage deployment, testing, training, and ongoing support to ensure a seamless fit.
Q: What kind of impact can I expect?
Organizations typically see reduced handle times, fewer fraud escalations, and improved customer satisfaction. By routing calls based on risk, you can increase IVR containment and lower pressure on your agents.
Fraud in contact centers is growing in scale and sophistication, and traditional authentication methods are no longer enough. But with the right strategy, it’s possible to fight back—without sacrificing customer experience.
TruValidate Inbound Authentication, powered by Star Telecom and TransUnion, offers a new standard for fraud prevention: fast, intelligent, and invisible to your best customers.
References
TransUnion – Fraud Trends and Insights https://www.transunion.com/solution/fraud-detection
Javelin Strategy & Research – Identity Fraud Study https://javelinstrategy.com/annual-identity-fraud-study
FTC – Consumer Sentinel Network Data Book https://www.ftc.gov/reports/consumer-sentinel-network-data-book-2021