Retailers are always looking for ways to deliver safe, frictionless experiences to engage and satisfy customers. But for every retailer committed to providing a top-notch customer journey, there’s at least one bad actor out to capitalize on a customer’s misfortune. Many retailers look only at transaction fraud, and not the total impact of every digital consumer interaction.
From signup to login to account changes and reviews, retailers face waves of opportunities to create a digital relationship with a customer. All the while the abuse economy is stepping up its game with tactics such as engaging services that enable anyone to hire a bot army for contacting consumers, impersonating accounts, retrieving one-time passwords and completing fraudulent transactions.
Entire Facebook groups are devoted to buying customer reviews. Organized bad actors may even buy negative reviews for competitors instead of pursuing positive reviews for themselves because, unfortunately, they think it’s easier than building a legitimately good reputation.
Each step in the online customer journey is another opportunity to build a trusted relationship with customers, but retailers fearful of fakes and bad actors create online experiences that alienate customers by treating every online interaction as potential saboteurs to their business.
So how do we keep from alienating good customers while still filtering out bad actors taking aim from every angle — including false reviews, fake accounts and...
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