In our hotel’s case the biggest saving came in the form of the 3 digit CID number in on the back of your credit card. You use that when making charges via the phone. This verifies that you have the card in your possession.
Another thing we changed was the address verification versus zip code. When we swiped the card through the machine, it read the zip code and verified, you pay more for address/zip verification.
You only get protection you pay for, this is a common pitfall of companies who downgrade.
Here’s a for instance, let’s say the Acme Hotel pays for CID verification of phone orders and has a 5% fee for that. Mr Coyote calls and give us his credit card info his CID number and address and we get it approved. Then he disputes the charge.
The hotel can fight this by saying, “Look we got his CID, his address, his number and that all checked out.” We would likely win.
But let’s say we downgrade that and we STILL get the address and CID number and CC # and Mr Coyote disputes it.
If we claim, “He must’ve had the physical CC as he had the correct CID number,” the processing bank says “Do you pay for that”? We say “No,” then they say, “Sorry if you don’t pay for the protection you can’t use it as an argument in your favour, what else you got.”
You see we lost that protection, even if we get it, we can’t use it as a defense unless you pay for it.
What a lot of people fail to realize CC rely a lot on trust.
Here’s a couple of for instances. You give me a credit card and it shows up decline. I can force that sale though. I just make up an approval number. It goes right through.
So what happens, the customer is billed and he says “I didn’t make this.” The bank says “Wait a minute you made that up.” And they take the money back from us.
But suppose on this transaction, the customer pays the bill. What happens? Nothing, since there was no dispute, we get paid. Yes, even though I made up an approval number, as long as nothing is disputed we’ll get paid.
Here’s another matter of trust. Your merchant agreement, will clearly state, THE CREDIT CARD MUST BE SIGNED IN BACK. We’ve had a lot of threads on this.
I worked in a computer store over the holidays. Half the credit cards were unsigned or said, See-ID. Your merchant agreement says “do not accept that.” Then it tells you what to do.
Now let’s get real, if a store told you, “Sign it or we won’t sell it to you,” there’s a 90% probability you’d walk out and go down the street to Best Buy and buy it there.
So did we follow our merchant agreement? No? Could we be in trouble if we had disputes? Yes. So why don’t we. Because too many people don’t sign and those people would walk and we’d lose all those sales.
And unless all those people dispute their charges, it doesn’t matter anyway.
Does this make sense? It’s a matter of trust and knowing your business.
If the store suddenly got a ton of chargebacks with disputes on unsigned CC or those saying See-ID you’d bet we would’ve changed our tune quickly.
As an asst controller it was a balancing act. The rules are restrictive but if they are so restrictive, guests walk to other hotels. So you have to balance.
It’s like a business with a sidewalk sale. Sure you’re probably gonna get more theft from a sidewalk sale, but you probably will sell more items, so any extra theft, will be covered by the extra sales.
Businesses don’t expect to run without theft (called shrinkage in stores) they just expect to minimize it.
And when things don’t work, you don’t need to abandon them, just modify them. Like Walgreens puts high theft items behind glass. I remember being a bit startled to find the dandruff shampoo, both name brand (Head & Shoulders) and generic behind glass. I asked the clerk. He said, "If it’s behind the glass and we have to get it for you, you can bet it’s a high theft item.
But you see Walgreens doesn’t lock everything up. That is too much of an inconvenience, but it would knockout 99% of all theft. The watch, observe and modify.