Exposing Device History Reduces ‘Friendly Fraud’ Rates
Thursday, August 26th, 2010For many online merchants, friendly fraud is a persistent problem. Without the right security tools in place, it is difficult to identify whether or not a customer is committing fraud.
According to the article, “Friend and Foe? Combating E-Commerce ‘Friendly Fraud’,” financial cybercrime against card-not-present (CNP) retailers can take many forms. While MasterCard says 70% of all e-commerce chargebacks are identified as fraud, more and more cardholders are committing friendly fraud due to buyers’ remorse or financial hardships. Although merchants are doing everything they can to reduce refund rates – from conducting operational assessments, marketing data analysis, and adopting a payer authentication program – they still don’t have the information needed to proactively identify and prevent friendly fraud before it happens.
While some merchants feel friendly fraud is impossible to prevent, there are solutions available that enable online businesses to proactively identify computers that have a habit of committing friendly chargebacks.
iovation ReputationManager 360 will assess risk on incoming transactions and identify whether the device being used has committed friendly chargebacks on other websites. By leveraging known intelligence and inference of risk while website visitors interact with a business’s website, they can “deny” incoming transactions when risk levels thresholds are met.
When businesses choose to “review” transactions associated with friendly chargeback histories, they will research the transaction, account or device within the ReputationManager portal. Here they will see all the other subscriber evidence related to that particular customer.
In the unfortunate event that a merchant is hit with a friendly chargeback, they will then place evidence against that account to avoid repeat offenses such as additional fraudulent orders. Merchants choose between 32 different types of fraud or abuse when placing evidence in the ReputationManager portal.
Utilizing device reputation as a best practice for fraud protection is critical to reducing fraud losses and boosting profitability, gaining operational efficiencies with the fraud prevention process, and ensuring that good customers have a safe and positive experience while interacting on your website.



iovation will be presenting at the Ticket Summit on July 16 at the Venetian Hotel Resort Casino in Las Vegas. 
