Grocery Checkout Merchant Trust

Do you trust your customer?

Verify identity and offer a great experience (all the time)

The thing we all love about the Internet is also the thing we tend to hate: the anonymity.

If you were a cashier at the local grocery store, it would be pretty obvious that the customer standing before you was a robot. Well, at least for now it would be. Who knows what the future will bring in terms of cyborgs, androids, and how much AI will advance. You get our drift. And as far as misrepresentation goes, theoretically at least, you can still ask to see the customer’s ID when they use a credit or debit card and be fairly certain they’re not going to hand you a bunch of circuit boards or an oil can.

With the Internet, it used to be that there was no real way you could tell whether the person making that purchase on your website was who they said they were, or even if they were actually a person at all. Armed with some stolen password information and some other bits of personally-identifying information (PII,) a fraudster could easily fool you with a fake digital identity. Back then it just wasn’t that important. Purchases were rare and small, and we didn’t really do much in the way of meaningful economic transacting to worry about something as esoteric as “identity”. How things have changed.

Trust has become critical to transacting online. We need to trust banks, vendors and merchants and all manner of online services with our private account information, our personal payment details. In turn, these organizations need to have trust that we are who we say we are when we show up to do business with them. Trust goes both ways.

Customers have a valid need to trust that you have security, but they want it to be as frictionless as possible, and they want it to work. They’ll abandon their online shopping cart if the security measures are too invasive. As many banks and merchants are fully aware, 32% of customers will stop shopping after a false decline. At the same time, customers do want to see the proverbial guard at the door – even if he’s kind of old and decrepit. How many of us have been at a brick-or-mortar store and had the person in front of us get angry at the clerk for asking for their ID? That’s the catch-22 when it comes to security – customers want security measures in place, but they want them to be frictionless with zero to minimal interference in their own activity.

Organizations, on the other hand need to be able to trust that it’s the authentic user that has logged onto the mobile banking site, ecommerce store or other entity. As we’ve mentioned numerous times on this blog and elsewhere, there is a lot at stake if an organization gets this wrong.

Trusting your customer isn’t hard…if you know them. And that really is the key.

Asking questions like: Do you have a historical profile of how this customer has interacted with you in the past? On what devices? When and how? Do you know how they behave on other sites and how they typically hold their phone? Can you tell what pressure they put on their keyboard, and analyse when they’ve changed? Do you know how it compares to other typical human behavior? By using as many touch-points as possible, modern solutions can provide a much broader and deeper insight into customer identity than ever before. You’ll have much more insight when that customer shows up in a new hat.

The trust we are all looking for in online security can be found by organizations seeking answers to questions like the ones we just looked at, and more. Leveraging tools like passive biometrics, behavioral analytics, machine learning, consortium intelligence from billions of behavioral events, organizations can can now provide a true balance between accurate security and a great customer experience.

Behavioural biometrics lets you have it both ways. In the security world, that’s a rare, but a wonderful thing.

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