I think we all can agree that 2020 has been a tough year all the way around. Plans have changed in the last 8 months (some dramatically so), businesses had to make adjustments faster than ever to meet the demand of an ever-increasing number of prospects forced online, and a new level of fraud complicates everything. So, what did we learn that we can take into 2021 and not just survive, but thrive? Here are my thoughts.
Friction is a terrible, horrible, no good, very bad word (apologies to Judith Viorst) when it comes to customer experience, but for personalized verification paths – catching fraud while reducing false positives – smart friction can be your digital ally.
So, what is ‘smart friction’ exactly? Smart friction is a technique that leverages visibility into an online user’s intent, revealed through their real-time behaviors, to drive a ‘friction-right’ customer experience, based on perceived fraud potential. That predictive lens into fraud is exactly what Neuro-ID provides, which is critical to applying smart friction.
In 2020, one thing is for sure, the global pandemic has forced every online merchant to speed up its efforts to create a better customer experience or be left behind.
Digital transformation has brought many things into the 21st century. We can order pizza through our watch, transfer money with a few swipes on our phone, book a flight and rent a weekend chalet simply by asking “Alexa” to handle the details. But what’s at the heart of all this futuristic capability? Data.