What you need to know about chargeback and tips to avoid it
One of the things that every company should be wary of when selling its products and services online is the chargeback. When they become out of control, the company suffers huge losses, and its image can be challenged by payment gateways.
The change in consumer behavior caused by the Covid-19 resulted in a 3-fold increase in e-commerce sales. With more online orders, it is inevitable that chargeback rate will be higher than usual. Besides, online purchases are three times more likely to be returned than in-store purchases. As a result, to operate more cost-effectively, companies must take steps to ensure that they have the lowest chargeback rate.
In this article, we will introduce the chargeback, how to reduce them, how to manage them, and we will also focus on payment methods that have no chargeback (Alipay and WeChat Pay).
What are chargebacks?
Chargebacks are contested transactions. These are fees that customers dispute on their cards. The merchant must cancel the transaction and the customer receives his money back.
Chargeback should not be confused with refund. In a chargeback case, the consumer directly asks the bank to take money from the company's account. A survey follows, and if the bank confirms that the consumer's demand is valid, the funds are debited from the merchant's account and returned to the consumer. The customer is under no obligation to return the products that has been purchased. In the case of a refund, the customer only deals with the company.
The chargeback procedure
The whole procedure is quite long and may take several months, in some cases up to six months. This delay is necessary for a thorough verification of the transaction to exclude any attempt at fraud. The chargeback process consists of 4 stakeholders: the customer, the customer's bank, the acquirer, and the payment system.
The example below is the Visa and Mastercard chargeback process:
The cardholder gives the issuing bank a chargeback request.
The card-issuing bank monitors transactions for breaches. If all is clear, the bank sends a request to the acquirer to recover the customer's money, through the payment system used.
The payment system (Visa/Mastercard) verifies whether it is possible to refund the transaction’s amount. If it is a positive response, the information is passed on to the acquirer.
The acquirer then verifies the cardholder's claim. If the merchant has violated the card payments acceptance terms, the request is forwarded to him.
If the merchant admits the violation, the transaction’s amount is refunded to the customer. In specific cases, the merchant may challenge the client's request.
The merchant's response is forwarded to the payment system. The acquirer transfers the money to the payment system. The payment system monitors the process. If the customer requirements have been approved, the money is sent to the customer's bank.
The issuing bank analyzes the information received. In the case of a successful customer claim, the customer's account is credited with the transaction amount and the chargeback process ends. Otherwise, the decision may be challenged.
The chargeback objective:
The chargeback process is naturally geared towards consumer protection: The chargeback is designed to keep consumers safe. Companies, aware of its risk, are forced to focus on providing an exceptional customer service.
The chargeback threat helps merchants stay transparent. Customers cannot be expected to pay for something that has never been delivered, fees that should not have been charged in the first place, or refunds that were never issued.
Chargeback helps protect customers from fraud. In a world where even large companies suffer from data breaches, many cardholders are not even surprised when they learn that unauthorized transactions have been made on their accounts. The ability to request a chargeback on fraudulent transactions helps customers get their money back.
The chargeback also has a deterrent effect on merchants who may be tempted to sell non-compliant products or services. Consumers can claim that the products or services did not comply with the descriptions and request a chargeback.
How does the chargeback impact the company?
Each time a chargeback request is filed by the customer, the merchant must pay a fee (ranging from 20 to 100 euros per transaction). Even if the consumer cancels the request later (for example, if it was filed due to non-delivery, but the item appears a few days later), the merchant will still have to pay these fees in addition to the administrative fees associated with the process.
If the consumer files a chargeback request and keeps the goods, the merchant loses the amount of the purchased products.
If the monthly chargeback rates exceed a predetermined threshold, excessive fines (up to 10 000 euros) will be imposed on the company.
If the chargeback rate remains above the acceptable threshold, the bank could simply close the merchant's account. The merchant would be unable to process card payments. When the merchant's account is closed, the company will be blacklisted. The merchant will not be allowed to open a new account with a different processor for at least five years.
In addition, while merchants have the right to dispute a chargeback, developing an effective file to handle the chargeback causes the company to lose resources. Resources that they should use to grow the business. Moreover, without the help of a professional, these chargeback disputes rarely end in a victory for the merchant.
How to reduce chargeback rate?
Although the chargeback is a hassle for the company, and can consume its profit margins, preventing it is possible. By paying attention to these simple details, you will reduce the chargeback rate to the lowest:
Reducing transaction-related errors:
Eliminate chargebacks resulting from avoidable merchant errors. For example, processing a transaction more than once or entering the wrong transaction’s amount.
Always ask for permission:
Follow the issuer's regulations. Ask for payment authorization and cancel transactions that receive a "refused" authorization message.
Use the available fraud detection tools:
Fraud is the most common cause of chargeback. When a customer's bank card is used fraudulently for a transaction, the merchant is held solely responsible. Therefore, it is up to you to ensure that the cards used to purchase your goods or services have not been stolen or hacked. Verify the address, the customer’s contact information and phone number by the bank issuing the credit card. Many banks offer fraud services, including CVV2 (Card Verification Value) and AVS (Address Verification Services). You should also put in place stricter verification steps when processing transactions from countries known for credit card fraud. Security codes, 3D secure (Mastercard SecureCode and visa verified), address verification system and fraud scoring also help prevent chargeback.
Prioritize contact information:
Make sure it's clear how customers can contact you. For a customer, it should be easier to call your customer service line than to contact the bank. In case customers want to understand the invoice for example, they will be able to contact you directly. This will certainly reduce chargeback cases.
Use clear descriptions in invoices:
Make your company name as recognizable as possible. Include your company’s contact information, as well as a brief description of the product.
Use clear and transparent product descriptions:
Sometimes the chargeback is not related to the fraudulent use of a debit or credit card, but because the goods or services purchased are substandard or do not meet the customer's expectations. Be sure to provide value to your customers and make it clear what to expect when making a purchase. Check your catalogues and website, check product descriptions and photos for accuracy and clarity. On your website, add a refund policy page that shows when customers can dispute the fees for the goods or services you provide.
Be available:
Respond quickly if a customer tries to reach you, whether by phone, email or social media. Keep a constant eye on all these channels.
Process refunds quickly:
Respond quickly to returns and refund requests. And also, let the customer know when his account will be credited.
Keep the customer informed:
Let buyers know when an order will be shipped and when it should arrive. Add order tracking options. Keep them informed of any other important details, in particular, regarding pending items or delayed deliveries. Use delivery confirmation and require a signature for high-priced items.
If merchants ensure that they provide fast and attentive customer service, provide high quality products and services, and handle transactions’ details, consumers will have no valid reason to file a chargeback claim against the company. By taking the necessary steps to detect fraud, merchants can identify a larger number of transactions that could potentially lead to a chargeback. Preventing these fraudsters from making purchases reduces the risk of the resulting chargeback.
How can we better manage the chargeback?
Create a system:
Determine the best way to keep and recover all important documents associated with the transaction in question (bills, emails, delivery confirmation, etc.).
Open emails as soon as possible:
You need to be aware of the chargeback notification as soon as it arrives so that you can start creating your file. You will only have a few days to respond to a chargeback request; after that, you will lose the opportunity to present your arguments.
Understand chargeback reason codes:
Each chargeback comes with a reason code, which indicates why the customer claims that his chargeback request is justified. The company is supposed to understand these codes to better manage chargeback requests.
Talk to the customer
Contact the customer as quickly as possible if you learn that an argument is taking place. You might be able to resolve the problem with the client, or at least discover a way to avoid future disputes.
Collect the necessary evidence
Collect convincing evidence (as shown in the chargeback documentation published by the card systems) to prove your case.
Create your rebuttal letter
Write a concise, carefully worded and non-emotional letter that describes your case to dispute the chargeback.
Meet all card network requirements
This is more difficult than it seems because each network has its own rules and deadlines. In addition, a single error could result in a rejection of your file.
Tracking:
Make sure your case has been received. Be available if more information is requested.
Take notes for future disputes
Chargeback reports are among the most valuable documents for merchants. Note your success rate, ROI, and other indicators of success.
Benefit from Alipay and WeChat Pay's "No chargeback" policy
Alipay doesn’t get involved in disputes between merchants and customers. On the other hand, it offers a membership protection program that compensates buyers if their account was used to place an unauthorized transaction.
More advantageous protection conditions are granted to purchases made from certain Alipay partners, such as AliExpress, where complaints about "non-compliant products" may also be refunded. However, in most cases where the buyer has a problem with the quality of the products he has received, Alipay will inform him that he must solve the problem directly with the merchant. As a result, sellers don't have to worry that the transaction turns into a chargeback case.
Similarly, WeChat Pay does not support chargebacks. As a result, all payments are guaranteed! Alipay and WeChat Pay only re-credit customers and debit the merchant in case of an argument with the customer.
In conclusion, to ensure that your chargeback rate remains at the bare minimum, take steps to ensure that customers know what they are being charged for and what to expect. Be transparent in your service. Your website must list actual costs, product delivery times, all product guarantees, refunds and return policy.
In addition, research into consumer behavior should play a very important role in the company's strategy, if there has been a remarkable increase in chargeback, look for gaps in your offer. Analyzing customer behavior can help you avoid a lot of chargeback.
Chargebacks can result in significant losses, especially when you're selling items at a high price. To make sure you don't get caught up in the online fraudster network, take steps to protect your business and your customers. By following the steps mentioned in this article, you will be in a better position to prevent any transaction that could lead to chargeback.