Sunday, May 15, 2011

Context is the key to implementing any strategy

Credit card fraud is rampant so clearly retail establishments need to initiate processes that help to curb the process. However, do not let processes create a situation where you are generating customer resentment rather than customer advocacy. Everything is in context. If the credit card signature does not match the card exactly do not ask for a ID. A proper response would have been, "your signature does not match the card, do you have an ID?"   Provide a reason for the inconvenience or better yet consider the context of the transaction and let it go!

The business process in this case questioned a legitimate transaction and has now lost me permanently as a customer. So if the aim was to prevent fraud, it failed brilliantly.