Don’t Treat Your Customer Like a Criminal
Leverage security to build trust — not barriers
This research report from Gartner examines the crossroads between seamless customer experiences and the friction required for customer authentication. A necessary piece to maintaining security, preventing fraud, as well as building customer trust, having the right authentication foundation in place is pivotal and possible with today’s new technologies and strategies.
In the fast-moving world of digital business, seamless customer experiences are a necessity. However, in the ecommerce space the need to strike a balance between streamlined customer experiences and the appropriate security measures is equally as essential. Merchants can’t have lax policies and operations in place that allow fraud to run rampant. They also can’t insert so much friction into the buying journey that it deters new and return customers from purchasing and instead pushes them to competitors.
To determine this sweet spot between security and seamless experiences, merchants must take a closer look at their customer base: What are their needs and behaviors; how do they define the best shopping experience; and what “friction” do they determine to be their breaking point before turning away for good? All these factors and more are critical to understanding and determining the best approach to customer authentication for your business.
Get the report for key insights into:
- Understanding your customers’ behaviors
- Implementing an adaptive approach to authentication
- Eliminating unnecessary friction for legitimate customers
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