White Paper

Developing Trust: Uniting Fraud and Consumer Experience Through Digital Identity

presented by SAS


Fraud and CX used to have a contentious relationship. But with strong foundational digital identity infrastructure, fraud efforts can provide greater insight into the user to enable CX teams to build improved services and offerings.

Traditionally, fraud has negatively affected customer experience by increasing the amount of oversight the organization would need to place on transactions and onboarding. These restraints would hurt CX under past fraud designs, potentially damaging the bottom line.

As companies were forced to improve – in some cases build – digital services to adapt to the digitization brought on by COVID-19, the challenges posed by siloed business structures became more pronounced.

Organizations are recognizing that fraud and CX must work together to better serve customers and protect the business.

Such a fraud-CX design requires a top-down realization of the value customer insight can have in reducing friction and better protecting against fraud. This may require an awareness by the organization to reduce the structures that limit this cross-company sharing and a willingness to adapt goals and KPIs under such a framework. It also puts an onus on the organization to understand what data is valuable. This allows the business to make the customer a part of the process and aware of why you need certain data points along the way, encouraging further sharing.

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