The rise in theft of customer data in an increasingly connected world, creates tension between security and customer experience objectives. The contact centre is currently the weakest link in the chain with social engineering and KBA undermining efforts.

1. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
Protecting Customer Experience While
Controlling Contact Centre Fraud

2. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
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C a u s e s & I m p a c t s

3. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
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Why CX Matters

4. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
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“We found that compared to
detractors….
• Promoters are more than five times as
likely to repurchase from a company
• More than five times as likely to forgive
a company if it makes a mistake
• More than seven times as likely to try a
new offering shortly after its
introduction
• They recommend the company to
about four times as many people”
Why CX Matters

5. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
Why Fraud Matters
2015
£755m
26% +

6. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
Why Fraud Matters
An estimated 5.1 million frauds took place in the UK during 2015
An estimated 3.8 million adults in England and Wales were victims
of some form of online fraud during 2015
112% year-over-year increases in account takeover attacks
Internet banking fraud rose 64% to $133m during 2015
£32m was lost in 2015 as a result of employees transferring funds
following instructions from a “bogus boss” email

7. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
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The Catalyst
The World Of Real-time Connectivity Has Turbo-charged The Level Of Fraud In Recent Years

8. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
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An unknown hacker broke
through the simple MD5
hashing algorithm securing
the website and gained
access to a 9.45GB file
containing all of the
websites information
Even Hackers Get Hacked!
IP addresses, email address and conversations for 473,000 registered users

9. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
A recent test to determine the speed at which compromised data travels
discovered the following
It took just 12 days for the account information of 1,500
“employees” to travel from California to 22 countries and 5
continents
In the first few days, the information was viewed over 200
times and in 12 days over 1,000 times
In comparison, it takes an average of 205 days for most
organisations to detect a breach has taken place

10. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
Impact On Contact Centres
1 in 700 UK contact centre calls to
financial service organisations is
fraudulent (compared with 1 in 1,700
in the US)
£0.51 is lost to fraud on every UK
call. (the US equivalent is £0.40)
45% growth is the rate of fraud for
US financial service clients between
2013-15

11. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
Customer Response to Fraud
41% blame the brand while 30% blame the
payment card company for the fraud
happening

12. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
Customer Response to Fraud
70% state that payment card fraud would
seriously impact their future purchasing
behaviour with 4 out of 10 saying they would
never buy from the brand again

13. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
Customer Response to Fraud
A further 27% would avoid the brand ‘for a
while’, leaving those consumers open to
competitive offers

14. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
Customer Response to Fraud
85% of fraud victims would tell someone
about what had happened
16% would take to social media to amplify
their story

15. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
Customer Response to Fraud
In the context of customer experience
ambitions this makes terrible reading
Brands are blamed, shamed and punished
for failing to protect customers from fraud

16. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
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M e t h o d s & S c e n a r i o s

17. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
Contact Centres Must Get Smarter
Currently the most vulnerable touch point

18. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
Knowledge
Based
Authentication
Points Of Entry

19. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
Social
Engineering
Points Of Entry

20. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
IVRs
Points Of Entry

21. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
Omni-channel
Points Of Entry

22. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
emailSMSIVRAdvisorWeb
Fraudster gathers and completes a personal
profile over multiple interactions
Uses stolen ID to transact online
Classic Scenarios

23. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
emailSMSIVRAdvisorWeb
Fraudster creates an emotional trigger and call to action
Details of security screening
between bank and customers are recorded
Stolen KBA details used at later time
to defraud acct
Classic Scenarios

24. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
emailSMSIVRAdvisorWeb
Fraudster uses stolen acct # and DOB
to repeatedly call to eventually guess
PIN
Statistically, one third of all codes
can be guessed by trying just 61
distinct combinations
Classic Scenarios

25. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
emailSMSIVRAdvisorWeb
Fraudster requests a change
to home address details
Fraudster is collecting, testing or
adding to what they already know
Issuer sends
new card
Classic Scenarios

26. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
emailSMSIVRAdvisorWeb
Fraudsters launch a Denial of Service Attack
Fraudster tries to lower
standards on KBA
Classic Scenarios

27. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
emailSMSIVRAdvisorWeb
Fraudsters intercept and modify an automated, proactive message
Create emotional trigger and call to action
Customer logs into fake personalised
portal
Classic Scenarios
Fraudster drains account

28. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
Communication Preferences
Mobile fraud is the communication
channel of choice in 64% of instances
Source: Pindrop UK research

29. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
Unknown Caller
Communication Preferences

30. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
ID Masking
Communication Preferences

31. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
Pay As You Go
Communication Preferences

32. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
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S o l u t i o n s & S t rate g y

33. The Way Forward
Contact centre managers now need an
approach that knits together customer
experience and security management
Secure, low-effort engagement is the goal
This means the client can trust you to keep their
identity and money secure

34. The Way Forward
Deeper collaboration is needed between
contact centre, customer experience, IT and
security experts
An open, secure and smart customer engagement
strategy - from overarching objectives to effective
technology, workflow and training
The security platforms must meet today’s
expectation for real-time experience management
in a world of increasing connectivity

35. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
Understand Fraudster Behaviour
We should be educating ourselves about the fraudsters’
journey in much the same way we think about customer
journeys

36. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
How and when is the contact centre involved in this broader
activity?
Understand Fraudster Behaviour

37. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
We should be mapping and updating it in the same way we
track our constantly evolving customer experience
Understand Fraudster Behaviour

38. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
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Raise awareness with customers and advisors
Educate Stakeholders

39. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
1.A unified approach that secures the entire
ecosystem of customer touch points as well as
the unique challenges of each individual touch
point
Strategy Building Blocks

40. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
2. A multi layered approach to security
technology (e.g. voice biometrics plus phoneprinting)
Strategy Building Blocks

41. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
3. Recognition that omni-channel contact
centres need both text and voice
surveillance (ideally integrated)
Strategy Building Blocks

42. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
4. The ability to track both live assistance and
self service
Strategy Building Blocks

43. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
5. Active participation with national security
agendas for improved responsiveness
Strategy Building Blocks

44. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
6. The visualisation of fraud journeys to
improve internal understanding
Strategy Building Blocks

45. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
7. A programme on education for staff and
customers
Strategy Building Blocks

46. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
8. A communication and compensation
strategy in the event of fraud taking place
Strategy Building Blocks

47. P r o t e c t i n g C u s t o m e r E x p e r i e n c e W h i l e C o n t r o l l i n g C o n t a c t C e n t r e F r a u d
© Brainfood Consulting 2016
Thank You