The fine balance between fraud prevention and customer experience

recorded on 11 March 2022 | 08:25 CET

Customer experience in ecommerce is paramount. But security is equally important. Ping Identity fraud prevention experts reveal how to balance these while growing your online shop

Did you know that every 1 dollar of fraud costs US retail and ecommerce merchants 3.6 dollars? On the other hand, adding security layers adds more steps and complexity to the checkout process. That drives down customer satisfaction. And it increases the odds that a customer will leave and never come back.

Alasdair Rambaud and Adam Rusbridge, two experts on fraud prevention and product development from Ping Identity, reveal for us the impact of fraud prevention on customer experience and why it shouldn’t be ignored. Plus, you will learn how continuous monitoring and dynamic real-time decision-making help improve fraud prevention (of course without a long security process that causes cart abandonment and makes your company lose money). Enjoy our interview!

To learn more about the main challenges the ecommerce industry is facing when it comes to payments fraud, cart abandonment, checkout processes, and how to overcome them, watch Ping Identity’s webinar ‘Balancing Fraud Prevention and Customer Experience’.

About Alasdair Rambaud

Alasdair Rambaud was the CEO of SecuredTouch, a position he assumed in August 2019. He is now Head of Fraud at Ping Identity. Alasdair has been in the payments and fraud mitigation for merchants and financial institutions for over 20 years and has held many global roles with EverCompliant, CardinalCommerce, and Accertify. Alasdair started his career at American Express where he spent 15 years in Sales, Strategy, and General Management. Alasdair has a passion for helping merchants solve their fraud dilemmas without compromising on the customer experience.

About Adam Rusbridge

Adam Rusbridge is a Senior Product Manager focused on Ping’s Authorisation products, responsible for developing cutting-edge solutions that keep organisations and their resources safe and secure.




About Ping Identity

At Ping Identity, we believe in making enterprise experiences both secure and seamless for all users, without compromise. That’s digital freedom. To achieve this, the PingOne Cloud Platform turns you into an experienced artist who can bring exceptional journeys to life with a simple no-code canvas. You can deliver passwordless authentication, protect user privacy, prevent fraud, architect for zero trust, and much more. Businesses can quickly create and continuously optimise workflows to connect the right users—customers, employees, partners, or others—to the right resources throughout hybrid IT architectures that include cloud, mobile, SaaS, and on-premises applications. More than half of the Fortune 100 choose us for our identity expertise, open standards, and partnerships with companies including Microsoft and Amazon. For more information, please visit

Keywords: account takeover, fraud management, biometric authentication, merchants, trust, digital identity
Categories: Fraud & Financial Crime
Companies: Ping Identity
Countries: World
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