In discussing the positive impact that enhanced data-sharing can have on the false decline problem, we touched on how it might positively affect consumers. In today’s fast-paced, digital world, speed is everything. We want things faster than we did yesterday and we’re often upset if our sky-high expectations aren’t met by our most frequented online merchants.
Despite the heightened, and sometimes unrealistic, expectations, there are still times when consumers are justified in thinking that they’ve waited too long. It’s common nowadays to jump around online if our short attention spans aren’t satiated, however, even the most patient among us have legitimate gripes from time to time.
In this digital world, merchants are often penalized for not providing their consumers with the quickest possible transaction experience. While this is the goal for all of these merchants, there were some mitigating factors preventing them from offering their consumers this type of experience.
EMV® 3-D Secure, however, is addressing those problems. Since EMV 3DS is expanding the amount of data fields that are available during a transaction, everyone will have access to more data during the decision-making process.
The renewed focus on data in the EMV 3DS protocol will substantially help merchants, as it will allow them to share data with the issuer, who will also benefit from that extra access in the authentication process.
But the consumers also win in this deal. With the merchant and issuer engaging in data-sharing, the issuer will be able to make more informed, quicker authentication decisions. This means that, on the front end, the consumer won’t have to wait nearly as long during checkout.
In the end, the merchant retains the consumer, the consumer doesn’t have to impatiently jump around due to an incomprehensibly long wait and the issuer is able to make smarter, quicker decisions. Everybody wins.
EMV® is a registered trademark in the U.S. and other countries and an unregistered trademark elsewhere. The EMV trademark is owned by EMVCo, LLC.