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Der er ikke noget mere generende ved onlineshopping end at få afvist sit betalingskort eller ikke at kunne gennemføre købet, fordi systemet nægter at acceptere ens brugerdata.

Nogle prøver måske igen og kontakter i yderste fald onlinebutikken direkte for at få styr på tingene. Men de fleste giver hurtigt op og køber varen et andet sted – for aldrig at vende tilbage; ingen har trods alt lyst til at gentage en skidt oplevelse. Det er et forløb, hvor både onlineshop og kunde taber.

Massiv onlinesvindel øger behovet for beskyttelse

Udfordringen er todelt: På den ene side vil onlineshoppen gerne gøre det så nemt som muligt for kunderne at bruge penge i butikken. På den anden side er man nødt til at tage hensyn til, at identitets- og kortsvindel er ganske udbredt. Alene i Europa svindles der for over 13,5 mia. danske kroner om året, hvoraf Danmark står for ca. en halv milliard.

Derfor vil man minimere risikoen for at komme til at sende et – måske endda kostbart! – produkt til en svindler, der f.eks. har nået at bestille på et stjålent eller kopieret kort. I dette tilfælde må vare og forsendelse betragtes som rent tab, hvortil kommer arbejdet med at rede trådene ud i forhold til det offer, hvis betalingsinfo blev misbrugt. Andre butikker eller services har mekanismer, der skal forhindre kunder i at misbruge sign-up rabatter ved f.eks. at bruge forskellige mailkonti.

Tilmeld dig vores webinar: "What is Fraud and how do you deal with it?"

Statiske anti-fraud-systemer kan koste kunder

Når kunders kort eller kontaktinfo afvises online, sker det sædvanligvis fordi onlineshoppens eksisterende detektionssystem har reageret på en potentiel uoverensstemmelse mellem faktorer som f.eks. IP-adresse, hjemadresse, mailkonti eller andre forhold. Systemerne er ret statiske, og ofte skal der ikke meget til for at udløse dem. Det øger risikoen for at afvise legitime kunder.

Det korte af det lange er imidlertid, at des større den potentielle gevinst er ved at svindle, des flere vil gøre forsøget. Det øger behovet for endnu skrappere regler – som igen uvægerligt vil afvise endnu flere regulære kunder med helt reelle hensigter. Det er en ond cirkel.

Tilmeld dig vores webinar: "What is Fraud and how do you deal with it?"

Kunstig intelligens gav Microsoft gevinst på 76 mio. US-dollars

Selv de største virksomheder plages af fænomenet, blandt andet Microsofts egen webshop. Derfor besluttede man at bygge en anti-fraud-løsning op om Machine Learning for at se, om det kunne gøre et bedre stykke arbejde end de traditionelle, statiske algoritmer.

Indsatsen var en succes, og i dag anslår Microsoft selv, at anti-fraud-løsningen har nedbragt webshoppens årlige tab på svigagtige bestillinger og fejlagtige blokeringer med et beløb svarende til 76 millioner US-dollars.

Dynamics 365 Fraud Protection gør svindelbekæmpelse fleksibel

Nu er løsningen også snart ved at være moden til bredere anvendelse, og hen over sommeren ventes Microsoft at sende løsningen på markedet under navnet Dynamics 365 Fraud Protection.

Dynamics 365 Fraud Protection er en selvstændig løsning rettet direkte mod webshops. Den indeholder dels de føromtalte Machine Learning-baserede teknologier, men også:

  • En meget fleksibel funktion til at oprette og vedligeholde regler, som gør det let at tilpasse reglerne efter givne situationer og virksomhedens forretningsmodel
  • Et dashboard, som giver overblik over virksomhedens aktuelle indsats mod svindel
  • Mulighed for at vurdere kunder på flere parametre – herunder enhedsbrug m.v. – for lettere at kunne vurdere, om de er ”ægte”
  • Samspil med support- og kundeservicefunktioner – samt mulighed for at håndbære transaktioner, så de accepteres
  • Teknologi, der bruger historiske data til at fintune den aktuelle anti-fraud indsats

Dertil kommer muligheden for at styre kundekonto mere effektivt og f.eks. begrænse muligheden for at lægge falske produktanmeldelser op eller for at misbruge kampagnekoder m.m.

Tilmeld dig vores webinar: "What is Fraud and how do you deal with it?"

Det giver en række ret spændende perspektiver for onlineshops- og services for på én gang at styrke betjeningen af reelle kunder og for samtidig at afvise svindlere og plattenslagere. Også uden at man – som i den klassiske købmandsbutik – er i stand til at se dem i øjnene undervejs og vurdere, om de nu også har rent mel i posen..

Læs mere om Microsoft Dynamics 365 Fraud Protection her.

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