Disclaimer - I’m going to use Trust & Safety, but every brand calls it something different. Fraud, Risk, Payments, and even Security teams fall in the umbrella of what I’m calling Trust & Safety.
As a fellow fraud fighter once told me, Trust and Safety teams are the last to be heard, and the first to be blamed. Any of us who’ve worked in the space would agree, but it doesn’t have to be that way. Trust & Safety is more than just fraud. It’s more than payment fraud, account takeover, identity theft, chargebacks, bot attacks, and whatever new category is emerging. It’s about developing trusted relationships between you and your customers. However, the complexity of Trust and Safety presents roadblocks. I’ve outlined some of the major blockers below and how Dodgeball is making it easier for brands to get over them.
The major hurdles brands face when trying to build Trust & Safety
We've broken them down into three categories: T&S strategy execution, organizational structure, and control of customer experience risk.
T&S Strategy Execution
The first hurdle is a combination of a slow reaction to emerging fraud and the lack of a proactive strategy. Fraud responses are often done manually, but it's slow and unwieldy. Trust & Safety teams have to fight for engineering resources to iterate on rules and business logic. By the time the internal fight is won, the external fight is lost and has moved to a new attack vector. If a Trust and Safety team identifies new tools in order to be proactive, they face endless pushback. “Why are those tools necessary?” “Why do you need that data?” Only for a fraud spike to occur, “why didn’t you do anything about it?” There may be too many to count, but these are a few of the roadblocks that I’ve seen come up most frequently:
- Fraud tooling isn’t one size fits all, and custom implementations are challenging
- Lack of access to key data to judge a customer effectively
- Jumping around in 6 tools, but lacking a unified picture
The second is a culture or environment that perceives Trust & Safety as a nice-to-have rather than a critical revenue and brand driver. These are the common roadblocks brands in this arena:
- Lack of engineering resources to be proactive
- Lack of influence in product and engineering orgs to bake in T&S from Day 1
- Inconsistency of where T&S sits within a business’s hierarchy to impact prioritization
Control of Customer Experience Risks
The third and final roadblock is the lack of control in the Trust & Safety user journey. A lack of control in developing trusted relationships. Even when brands prioritize building Trust & Safety, Trust and Safety isn’t given access to user or customer journey’s in-product or otherwise. These teams lack the ability to:
- Block users that have been identified as fraudulent
- Surface in-product friction for suspicious users
- Create nuance in user flows based on user information
How Dodgeball makes it easy for brands to build Trust & Safety
On the strategy front, Dodgeball has developed an automated solution that eliminates the need for reactive engineering development or repetitive investigations around a key data point. Are you seeing a spike in fraudulent activity from a certain country? Don’t make a business case, just create a new branch for that country and run them through MFA. Are you combing through purchase history to find orders over a certain amount? Set up a rule that enriches and investigates all orders of a certain amount, and only flag the especially suspicious ones. This not only saves time and resources but also allows for more strategic thinking and allocation of resources. Engineering can focus on other business initiatives; Trust and Safety can focus on strategic anticipation of future fraud and only spend manual hours on investigations that require a person.
When it comes to organizational culture, our platform aligns all stakeholders around a unified view of the customer journey. No more working in silos. It’s still one attack and the fraudster doesn't care who handles which step in the product flow. Now any team can see a user’s behavior at every other step to make an informed decision. E.g. if a user logs in 5000 miles away from their usual login location, then the Account Abuse team should be suspicious of their shipping address change.
In terms of product and journey control, we’re giving the power back to the Trust & Safety professionals for the exact reason they were hired in the first place - to build trust between real customers and the company. Let Trust and Safety control their own destiny and grow your business at the same time. No need to make tickets, they can immediately block a bad actor running rampant. No business cases for Shared Secret for certain users, they can implement them when the moment calls for it. No more siloed tools and data, fast investigations with all the data in one place. No more blanket approaches: treating all customers like criminals or all users as genuine customers. Trust and Safety can build nuanced flows that surface the right measures for the right level of risk.
Dodgeball overcomes these roadblocks with a reimagination of Trust and Safety.
- Easy integrations of new tools with a flip of the switch
- Drag and drop logic builder for nuanced updates as fast as fraud emerges
- A unified customer view from first visit to deep product actions
- A unified customer view featuring all of the rich data across your Trust, Fraud, and security tools.
- Device and location intelligence to associate user accounts across accounts, IP addresses, devices, and domains.
- Quick user blocking from your entire product or specific locations that are easily abused
A future without roadblocks
The migration from reactive fraud processes to proactively building trust with customers may seem like a long one, but it happens in an instant. The hurdles of strategy & execution, organizational culture, and control of the customer experience will be a thing of the past. Soon enough, you won’t remember how rough it used to be. Find out how Dodgeball brings ease of implementation and speed of decisioning front and center. Get a demo of Dodgeball today.