Payment Security Checks: How to Lose a Customer in 3 Easy Steps

Step one: ridicule the customer

One of the newer ways to lose a customer online is to effectively tell them that they are simply not trusted and that they probably used a stolen credit card for their purchase.

The accountant / finance manager is adept at putting the needs of his own business ahead of any of those silly customer expectations like fast order processing and delivery. Who cares if problem gamblers walk away never to return when the advantage is the elimination of payout problems?

Step two: never tell the truth, or at least avoid doing it

Of course, it is quite possible that the merchandise ordered never existed in the first place. A great way to avoid this is to impose an adequate delay through the “security” process while the items are obtained. Meanwhile, any communication with any customer dumb enough to complain will be carefully hidden behind emails. Or better yet, a response form on the website. Providing a phone number to facilitate customer inquiries is strictly taboo.

The website, of course, does not mention the “security check” process or the effect it will have on the delivery of orders. An order cancellation without a hefty “restocking fee” will also not be accepted, regardless of the fact that the order was never processed in the first place, pending compliance with the security check. In fact, if such information is included on the company’s website, it will be in the smallest possible type, buried in the “terms and conditions” section. (That’s the part underneath the marketing blurb, where few customers will think to search.)

Step three: never understand why an order is needed right away

Then, when the customer receives an email a few days after placing the order, they are informed that “a small amount” has been credited to their bank account and that they must respond indicating the amount of that payment, plus that of their mother. Maiden name, your dog’s favorite snack, and the color of your partner’s underwear. Once those responses have been provided to the satisfaction of the seller, every effort will be made to ship the order in the foreseeable future. (Followers of “Yes, Minister” will also be familiar with the term “in the fullness of time”)

It’s worth noting that even major sellers who DO have their own outlets offering online shopping use precisely the “security” processes outlined in this spiel. The finance manager’s perception is very simple, namely that if goods were wanted urgently, what did the idiot go to a “bricks and mortar” store in the first place?

And those people are the reason the customer will never buy from that seller again. Someone should tell you that there are several different security solutions available.