Join hosts Chuck Moxley and Nick Paladino as they talk with Tutu Adenle, a fraud prevention and customer experience expert who has navigated complex challenges at companies like Twitter, American Express, and Eventbrite.
Tutu shares eye-opening insights about the sophisticated ways bad actors exploit marketplaces, from testing stolen credit cards to account takeovers, and explains why customers are now grateful for fraud alerts rather than annoyed by them.
Tutu also reveals how she tackled content moderation on a global scale at Twitter, where moderating human behavior required understanding cultural nuances across different countries and regions.
She discusses the delicate balance of implementing fraud detection tools that protect customers while maintaining a smooth user experience, and explains why building frictionless experiences requires understanding human behavior and constantly monitoring customer service data to know when you've gone too far.
Main Takeaways from this episode:
- Embrace protective friction — Well-placed fraud prevention measures actually build customer loyalty when customers understand they're being protected, as evidenced by positive reactions to banking fraud alerts.
- Map friction strategically — Place fraud detection at critical points in the customer journey rather than throughout the entire experience, understanding where security is essential versus where it impedes legitimate users.
- Monitor customer service data religiously — Contact center volume and categories are your best early warning system for when friction has crossed from protective to frustrating, since customers will always tell you when something isn't working.
https://www.thefrictionlessexperience.com/frictionless/
Download the Black Friday/Cyber Monday eBook: http://bluetriangle.com/ebook
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Tutu's LinkedIn: https://www.linkedin.com/in/tutu-adenle/
Chuck's LinkedIn: https://www.linkedin.com/in/chuckmoxley/
Nick's LinkedIn: https://www.linkedin.com/in/npaladino/
Chapters:
(00:00) Introduction
(03:00) From Physics to Customer Experience
(05:00) Fraud in Digital Marketplaces
(09:00) When Friction Builds Loyalty
(11:00) How to Recover from Fraud Incidents
(14:00) Finding the Right Balance with Multiple Fraud Tools
(17:00) Strategic Friction Placement in Customer Journeys
(19:00) Content Moderation Across Global Cultures
(22:00) Regional Differences in Platform Safety
(24:00) Proactive Content Detection
(26:00) What Companies Get Wrong About Frictionless Experiences
(30:00) Knowing When You've Gone Too Far
(34:00) The Complexity of Building Frictionless Experiences
(34:25) Conclusion
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