Most businesses look to avoid friction at all costs in the user experience – and for good reason. But friction isn’t always bad. It exists for a reason and is only ever introduced when necessary.
Card-Not-Present (CNP) fraud – occurring for the most part during online transactions – is on the rise, increasing by 40% from 2016 to 2017, and accounted for approximately two thirds of all card fraud in 2016. The same research found that Airlines were the most affected by this type of fraud, with money transfer companies following as the second most affected.
What’s wrong with current methods?
Consumers have come to expect convenience in almost every aspect of their lives, and that includes online transactions. Methods that disrupt the user journey too much can lead to them dropping off due to the additional friction and required time and effort. Identity verification remains largely paper-based even now, with many establishments requiring scans of official documents such as driving licences or passports, but not only can this be inconvenient, it allows for gaps for fraudsters to slip through. While the document might be verified as genuine, how can you ensure that the person using your service is the rightful owner?
The dark web is crawling with cheap fake identity documents, genuine stolen identity documents, and bank and credit card details, so it can be easy for individuals to pose as another for online transactions.
How can you protect yourselves and your customers?
The right verification solution should strike the perfect balance between security and convenience, and offer a 360-degree view of the customer. By combining different techniques for a multi-faceted approach, you can build a complete picture of the customer that you are trying to verify. While scans of identity documents can be used to support an identity claim, other measures are required to validate that the document belongs to the user, such as facial recognition of digital footprint verification.
Leverage the increasing data of the digital age
Text analytics techniques including natural language processing and psycholinguistics can be applied to identify inconsistencies and corroborate information to support a claimed identity and age. By analysing the quality, quantity and significance of data on the connected digital footprint allows for real-time indications of a person’s identity including age, location, and lifestyle information.
Use a multi-pronged verification approach
Utilising more than one verification method as part of a multipronged approach can enhance the effectiveness of your security measures. While scans of identity documents can be used to support an identity claim, other measures are required to validate that the document belongs to the user, such as facial recognition or digital footprint verification.
Don’t forget to strike the balance between convenience and security
Instant decisioning is pretty much expected in the digital age, and many solutions offer real-time analysis allowing for quick and efficient verification. Any services that have lengthy processes or involve too much friction in the consumer journey risk losing customers to alternatives.
While convenience is of high importance, security for both the business and the consumer is of course the most vital aspect to consider. Know your customer (KYC) and anti-money-laundering (AML) checks need to be undertaken in order to comply with regulations and ensure only safe and genuine transactions occur.
Hello Soda offer unique identity solutions that are both convenient for the user and provide the business with a 360-degree view of the customer attempting to use their services – including KYC and AML checks. With this, you can make more informed identity decisions quickly and efficiently and reduce fraudulent transactions in the process.
To find out more about our solutions or for an informal chat or demo, get in touch with one of our experts today.