Protecting Your Loyal Customers (While Preventing Losses) Simon James & Justin Levitte April 2013

Transcription

1 Protecting Your Loyal Customers (While Preventing Losses) Simon James & Justin Levitte April 2013

2 Balancing Risk Management and the Bottom Line Goals for the session Share proven methods for reducing false positives and losses How to identify and protect good customers How to work with your Sales and Marketing to maintain the new growth The success of this session will also depend on you also sharing. "None of us are as smart as all of us". 2

3 Facts and figures Fraud related chargebacks cost online merchants an estimated $3B a year Fraud loss as a percent of revenue ranges from 0.03% 1% Depending on industry, and tools in place On average, 2% 15% of all online reservations require a manual review Out sorts really add up: a case worker costs $20+ per hour and can review about 10 cases/hour. Both fraud and false positives result in brand bruising, alienating loyal customers The right tool not only saves money but also customers 3

4 4 Real World Example

5 Example of how it can go wrong World famous department store Wanted to set up loyalty card scheme Including credit limits Rewards Campaigns What happened Run by marketing Passed to fraud team before launch No cross communication 5

6 Example of how it can go wrong Results 75% decline rate in first 5 days Royal and major celebrities declined Very low staff morale Bad press and media exposure 6

7 Group Participation What are some examples where things have gone well and not so well? This is what One time we did to fix it 7

8 8 The Balancing Act

9 Balancing Act The inter relationship between Fraud Loss, Expense and Customer Service is fragile The customer experience is improved with solutions that drive losses and expenses down 9

10 Mission: Reduce Total Cost and Impact Fraud Reduce impact on good customers Lower review rates and false positives Minimize operating costs Turn false positives into sales 10

11 Protecting loyal customers while identifying the fraudsters 11

12 Mission: Protect your loyal passengers Who Am I? To my family To my airline of choice? 400####7430 Multi year Platinum Customer ~85K a year on primary ~35K a year on secondary Constant stream of revenue Airline branded credit card holder Fan of the carrier Encourage peers to fly my airline 12

13 Mission: Protect your loyal guests Who Am I? To my family To my hotel chain of choice? xxxxxxxx972 Multi year, status customer ~65 nights per year Constant stream of revenue Hotel brand credit card holder Fan of the chain Encourage peers to stay my hotel 13

14 Mission: Protect your loyal customers Losing a chargeback to fraud may cost a couple hundred to a couple thousand dollars How much are your premium customers worth? What does it cost to get a top level loyal customer? What does it cost if you lose that customer? How can you prevent this from happening? 14

15 Good from Bad Profile of a Fraudster 21 st Century Airline Fraudster TRAVEL well fraudsters like first class and club benefits, popular venues and destinations BUY the best items: easily fenceable goods PROBLEM Behave like high value business customers 15

16 Good from Bad Fraudster s Modus Operandi 21 st Century Airline Fraudster PRESENTS valid payment PASSES validation checks Expertly MASKS geo SYNCS with victim s data TUMBLES data 3-WAY fraud 16

17 Good from Bad Removing the Mask Safely 21 st Century Airline Fraudster Having the right tools allows you to: Protect the brand and experience first and foremost Assume innocence, not guilt Save the good transactions and stop the bad 17

18 Good from Bad Tools of the trade 21 st Century Airline Fraudster Device Intelligence not just Device ID Device Intelligence for WEB and APPS Gain a whole new PERSPECTIVE on fraudster behavior Get more SOPHISTICATED than IP address LINK compromised accounts by device Identify FICTITIOUS account creation 18

19 Good from Bad Tools of the trade 21 st Century Airline Fraudster Build and maintain customer profiles Heavily rely on white listing and preferred customer lists Let the risk engine do its job, but also use investigators on the grey areas 19

20 Group Participation What are some practices you put in place to separate the good from the bad? Best Practices Works Every Time! 20

21 Risk Management vs. Fraud Prevention Sales Enablement vs. Sales Disablement Are your risk prevention measures impacting your business? Customer behavior modification for risk Risk rules limiting sales Lack of granularity Limited risk models Different geographies and product types require different risk assessments Lack of sophistication 21

22 41P Doesn t Believe in Auto Kill as Strategy Many solutions suggest automatically killing risky transactions 41P believes in protecting the sale review risky transaction first AVS, CVV2, IP outside domain, etc. Many AVS failures are due to bad Issuer file matches or fat fingering the address Customers are traveling which will seem more risky but aren t fraud Many competitors cancel upwards of 3 15% or more of transactions when the fraud is not even close to that number Fraud is generally less than 1% in the US and 3 5% in Latin America, of all transactions Must protect the best most loyal customers to ensure their purchase or travel is not impeded Utilize loyalty information and historical data

23 Group Participation Let s discuss sales disablement vs. enablement? To Auto Kill or Not to Auto Kill??? That is the question! 23

24 Working with Sales and Marketing 24

25 Working with Sales and Marketing Understand each other s roles in the company Sales and Marketing grow the business Risk Management ensure the growth is good business Share common goals Grow business by 25% YOY Keep fraud losses under 0.10% without changing customer behavior Keep customer dissatisfaction complaints under 2per month Protect user experience for Loyal and new customers in order to build the brand Sales and Marketing communicate sales and promotions in advance 25

26 Group Participation How do you work with Sales and Marketing to come to common ground? Example of marketing paid for fraud solution NOT 26

27 Thank you for attending! 27