Before the Sale: In a lot of high-chargeback industries, particularly eCommerce, the key is to quickly identify stolen e-Check/Credit Cards, fraudulent or bad sales before they happen. And if you’re using a high-risk payment gateway a lot of those fraud prevention services can be automatically integrated. The goal is to either flag the transactions for manual review, or never have them complete in the first place.
During the Sale: This is obvious, but during the sale, the goal is to fully deliver on the promises made, both implicit and explicit to the customer. For businesses conducting MoTo / telephone sales, that might mean recording salesperson calls to ensure that everything being said is consistent with company expectations. For eCommerce businesses that might mean making sure disclaimers aren’t hidden in the fine print but are explicitly shown to the customer, and overall just striving to provide excellent service.
After the Sale: Once the sale is made, the goal is to make sure that you stay in front of the customer such that if they are at all dissatisfied, you’re the one that they contact as opposed to their issuing bank (aka the phone number listed on their e-Check/Credit Card or e-Check/Credit Card statement). That’s achieved through having a clear payment descriptor, a payment receipt that explicitly mentions what customers with billing questions should do, making sure that your billing support center is friendly, competent, and available, and that they understand that the goal is to make the customer happy first. Finally, it also may mean sending out a follow up email, letter or confirmation phone call after the sale confirming that the customer was happy, in order to completely minimize the potential for chargebacks.
After the Customer Complains: In most high risk industries you can dramatically reduce the number of chargebacks through the above methods, but you may not entirely eliminate them. Once the customer complains to their issuing bank, you can use a chargeback alert system, which will provide you, the business owner, with a three day window in which you can issue a full refund to the customer. The benefit of this is that if you do issue a rull refund, the chargeback will not initiate, and your chargeback ratio will not be affected.
Maintain high transaction counts: Your chargeback ratio is determined by the number of chargebacks divided by the number of monthly transactions, regardless of the dollar amount of those chargebacks. So, a business with an offshore merchant account which is processing only 100 transactions per month is at a much greater risk of exceeding their chargeback percentage threshold by a few random chargebacks slipping through, than a business doing 1,000 chargebacks. Obviously, it’s not as easy as simply wishing your business to be 10x larger than it currently is, but in general having a higher ratio of monthly transactions prevents your chargeback ratio from skyrocketing due to a few random surprise chargebacks. So consider, for example, that in a month in which your processor has already informed you of a chargeback, that is not a good time to shut down sales and take an extended vacation.
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