Preventing Fraud While Limiting Customer Friction

Preventing Fraud While Limiting Customer Friction

Our IT Executive Roundtables are invite-only events hosted by peers for peers that bring together a select group of senior IT leaders from across industries for topic-driven, intimate dialog on current trends and topics. The group met remotely to discuss preventing fraud while limiting customer friction led by the Vice President, Global Head of Consumer Technology of a leading American multinational clothing company. This Session was sponsored by Sift.

December 11, 2023

In a recent Executive Roundtable discussion, technology leaders shared insights on the escalating challenges of fraud across various organizations. The session, "Preventing Fraud While Limiting Customer Friction," unpacked different fraud types, including insider fraud, account takeovers, and the impact of emerging technologies such as generative AI. A central theme was balancing fraud prevention with maintaining a positive customer experience, highlighting the evolving nature of fraud and its implications on business operations.

Key Takeaways

  1. Visibility in Combating Fraud: Emphasizing the need for greater visibility into fraudulent activities to mitigate losses and protect brand reputation.
  1. Fraud's Impact on Customer Experience: Highlighting how fraud prevention is now as much a customer experience issue as it is a loss prevention one.
  1. Proactive Fraud Prevention: Stressing the importance of proactive measures, technology adoption, and continuous monitoring in fraud prevention.
  1. Rapidly Evolving Fraud Landscape: Recognizing the need for businesses to stay ahead of fraudsters, especially with the advent of sophisticated technologies.

Evolving Nature of Fraud and Customer Experience

The transformation of fraud from a loss prevention issue to a critical element impacting customer experience was a key point of discussion. False negatives in fraud detection not only lead to direct financial losses but also adversely impact customer trust and brand reputation. One speaker notably remarked, "Fraud has gone from being a loss prevention issue to becoming a customer experience issue," emphasizing the shift in how businesses perceive and tackle fraud. This evolution necessitates a balanced approach where fraud prevention measures do not overly inconvenience legitimate customers.

The conversation also highlighted the challenge of maintaining smooth customer journeys in the face of rigorous fraud prevention strategies. Ensuring customer satisfaction while safeguarding against fraudulent activities is a delicate balance. This balance is critical to retain customers and protect the brand. A participant reflected on the importance of this balance, stating, "False negatives can cost the company revenue and negatively impact the brand." So, businesses to deploy sophisticated, customer-centric fraud detection tools that minimize false positives and negatives.  

Technology's Role in Fraud Prevention

The roundtable explored the importance of leveraging advanced technologies, particularly AI, to combat fraud. These technologies enable businesses to proactively detect and prevent fraudulent activities, staying one step ahead of fraudsters. The discussion highlighted the necessity of continual technological advancement in fraud prevention strategies. The choice of technology partners was emphasized as a critical factor in effectively tackling fraud. Participants discussed the importance of partnering with tech companies that provide robust capabilities in detecting and preventing fraud. The discussion highlighted that the right technology is not just about having advanced tools, but also about the support and expertise provided by these tech partners. A speaker shared, "Choosing the right tech partners who can provide the necessary technical capabilities to tackle fraud effectively is crucial," highlighting the strategic importance of these partnerships.

Democratization of Fraud and Account Takeovers

There has been a significant increase in account takeovers and first-party fraud, indicating a shift in the fraud landscape and these types of fraud have become more sophisticated and widespread, requiring organizations to enhance their fraud prevention measures accordingly. The attendees touched on the need for businesses to adapt quickly to new forms of fraud, including challenges posed by advanced technologies like generative AI. The democratization of fraud has led to more widespread and varied fraudulent activities, making it harder for businesses to stay ahead of fraudsters. Fraudulent actors are highly connected with lots of tools, so the complexity and interconnectivity of modern fraud schemes. This creates a need for a more comprehensive and adaptive approach to fraud prevention in organizations.  

Reputational Impact and Organizational Response

The reputational damage from fraud incidents was a significant concern raised during the discussion. Fraud not only affects the immediate financial standing of an organization but also has a long-term impact on brand perception and customer trust. A speaker mentioned, "The scale of it, the growth of it is huge. If you were good last year, you're likely not good this year," highlighting the rapid evolution of fraud and its potential to damage reputations.

Effective organizational response to fraud involves a holistic approach that includes the right technology, robust data security measures, and a well-equipped team. The roundtable emphasized the importance of building a strong internal team capable of responding to and managing fraud incidents. For larger teams, working with partners can help ensure that they meet standards. This approach is essential for maintaining an organization's integrity and protecting its reputation in the face of evolving fraud challenges.

Polling our Attendees

The poll conducted during the roundtable offered insightful data on the prevalence of different types of fraud within participating organizations.

Most prevalent types of fraud

These poll results provide a snapshot of the current fraud landscape across various industries, demonstrating the multi-faceted nature of fraud challenges that organizations face. The diversity in the types of fraud reported reflects the complexity of the issue, where different sectors may be more vulnerable to specific types of fraud. This data is crucial for organizations to understand the broader trends in fraud, enabling them to tailor their prevention strategies effectively. The insights gained from these poll results can help in developing targeted approaches to mitigate these risks and enhance overall security postures.


The roundtable provided valuable insights into the multifaceted nature of fraud and its impact on customer experience. The discussion reinforced the necessity of adopting a proactive approach, leveraging advanced technologies, and understanding the evolving fraud landscape. As fraud increasingly affects customer journeys, organizations must balance effective fraud prevention with maintaining a seamless customer experience, underscoring the complexity of this ongoing challenge.

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