Automated online ordering not so automated for some retailers
Part of the automated process of accepting orders online is not so automated, according to a recent report from CyberSource Corp.: 73% of online merchants polled for its 7th Annual Online Fraud Survey are manually checking orders, with most of those able to process fewer than 20 orders per hour per reviewer.
Smaller merchants manually review a higher percentage of orders received, but overall, of all the merchants that did any manual review of orders, they do so at a rate greater than one in three orders, according to CyberSource. A higher number of larger companies reported being able to review more than 20 orders per hour, due in part to their higher utilization of case management systems. In fact, 22% of merchants with annual online sales of more than $25 million said they use case management systems – nearly three times the overall rate of 8%.
What happens after a manual review of order data further cuts into operational resources and inconveniences customers, the report found. 44% of orders reviewed manually required contacting the customer, the surveyed merchants reported. 24% require contacting the customer’s bank, and 18% require contacting third parties such as credit bureaus. “A single order may require more than one of these actions,” notes the report. "Finding ways to eliminate these actions or to automate review processes offer great potential for enhancing profitability and scalability."
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