In today’s fast-moving, one-click world, businesses are expected to offer smooth checkout experiences while also staying protected from growing fraud and chargebacks. Finding the right balance isn’t easy.

We spoke with David Pirtle, VP of Sales at Chargebacks911, to learn how companies can reduce risk without creating too much friction. In this 10-question interview, David shares smart, practical ways to protect revenue, build trust, and improve the post-purchase experience.

1. Why is it becoming harder for businesses to balance a smooth user experience with strong protection against fraud and chargebacks?
   
   The short answer? Customer expectations have skyrocketed. Everyone wants fast, seamless, one-click experiences—and anything slower feels “outdated.” But from a fraud prevention perspective, that speed can be dangerous. The challenge is that every layer of security you add risks introducing friction. Think of it like locking your front door: you want it secure, but if you need three keys and a fingerprint scan just to grab your mail, you’ll frustrate everyone. The key is balancing convenience with control, and that’s getting tougher as fraud tactics evolve and become harder to detect with traditional methods.

2. How should businesses think about the relationship between customer trust and risk management in the payment journey?
   
   Customer trust and risk management aren't opposites—they’re actually part of the same conversation. In fact, the best risk management builds trust. When customers feel protected, they’re more likely to come back. But go too far with fraud checks or rigid policies, and you can come off as untrusting or even accusatory. We often tell merchants: Don’t treat every shopper like a potential threat. Use tools like advanced fraud scoring or 3-D Secure technology that work behind the scenes. Rather than peppering customers with multiple security challenges, these tools assess behavior and context in real-time, so good customers’ payments are accepted while suspicious activity gets flagged.

3. What are some early warning signs that a business might be creating too much friction in an effort to stop fraud?
   
   If your cart abandonment rate is creeping up, or you're getting feedback like “why was my payment declined for no reason?”—those are red flags. Another sign is when customer service is flooded with complaints about failed transactions or refund delays. We’ve seen retailers lose revenue simply because their fraud rules were overly strict, declining legitimate purchases in the name of safety, also known as “false positives.” Listening to customer feedback can prove valuable for operational inefficiencies, like too much friction.
4. When things go wrong after a purchase, how can companies protect their revenue without damaging customer trust?
   
   The key is proactive communication and fast, fair resolution. For starters, this means making customer service teams available as often as possible, and through as many channels as possible, including phone, email, and live chat. If there’s a delay or issue, let the customer know before they have to chase you. A quick update, a simple apology, even a small courtesy credit, can go a long way toward keeping disputes off the table. When customers feel ignored or kept in the dark, that’s when they call the bank—and that’s when you risk both revenue and reputation.
   
   At the same time, having systems in place to respond to chargebacks—like deflection tools and smart representment strategies—can help you recover revenue without escalating the issue. Pair that with self-service options like easy returns, refunds, and order tracking, and you’re giving customers control while keeping your operations protected. It’s not about being perfect—it’s about being responsive and easy to work with when things don’t go to plan. You don’t want the resolution process to feel like a battle—make it feel like a partnership.

5. Do you believe it is possible to offer things like one-click checkout or instant refunds and still stay protected against abuse?
   
   Absolutely—but it takes the right guardrails. One-click checkout can be perfectly safe if you're pairing it with real-time fraud monitoring and device intelligence. And instant refunds? They’re not inherently risky—you just need visibility into the bigger picture. For example, if someone’s requesting five instant refunds in two weeks, your system should flag that behavior. It's all about context, and having that allows businesses to move fast without being reckless.

6. What small improvements in communication or transparency have you seen make a big difference in reducing complaints or chargebacks?
   
   This can vary depending on customer demographics, but surprisingly, just improving email clarity, quick responses to inquiries, and providing updates post-transaction can have a huge impact. We worked with a merchant who added the company name, product image, and support contact in their confirmation emails, and their chargebacks dropped noticeably. Customers often dispute charges because they don’t recognize them. Clear billing descriptors and easy-to-find support go a long way. Also, giving customers a heads-up before a recurring payment hits is another small win that builds trust and reduces “unauthorized” disputes. All of this encourages your customer to contact you instead of the bank, which can prevent a lot of issues from evolving into chargebacks.
   
   While communication alone is not a cure-all for fraud, it does filter out a large volume of preventable disputes that stem from misunderstandings. Doing so can allow you to re-focus your fraud prevention efforts on identifying and fighting genuine third-party criminal fraud. You’ll also generate better and more accurate data, which will help you improve your fraud detection strategy over time.

7. What is a smart way to use automation or AI to manage post-purchase issues without making the customer feel like they are talking to a machine?
   
   Use AI to support—not replace—the human experience. For instance, AI can instantly categorize disputes or identify risky behaviors, which is much more suitable than waiting on hold with customer service, but the response to your customer should still feel personal. Think of it like a backstage assistant: it's working behind the scenes so your team can shine up front. And if you’re using chatbots, make sure they know when to escalate. Nothing frustrates a customer more than getting stuck in a loop with a bot when all they need is a human answer.

8. In your experience, what causes most post-purchase payment problems, and how can merchants reduce the risk upfront?
   
   Most post-purchase problems start with unmet expectations. That could mean the customer didn’t receive what they thought they were buying, couldn’t get support when something went wrong, or didn’t recognize the charge on their statement. These are all seemingly small issues, but they can snowball into disputes or chargebacks if left unaddressed.
   
   Take unclear product descriptions, for example. If you’re selling a subscription but don’t clearly state the billing frequency or renewal terms, customers may feel misled once they see another charge hit. Or if your billing descriptor is just a string of letters that doesn’t match your brand name, it’s easy for someone to assume it’s fraud and call their bank. Customers could not only file a chargeback against the most recent charge, but also past charges, as well.
   
   Another big one? Poor communication after the sale. If there's a delay in shipping or an item is out of stock, and the customer isn’t informed proactively, they may go straight to a dispute out of frustration. The same goes for inaccessible support. If your contact form is buried or there’s no clear way to get help, the customer will look for an easier path—and that usually means their bank.
   
   The good news isthat these are preventable. Merchants can reduce risk upfront by tightening up their product pages, setting clear expectations around billing and delivery, and investing in good post-purchase communication. Think transactional emails with real-time updates, recognizable billing descriptors, and a visible, responsive support channel. Behind-the-scenes tools like CVV verification, Address Verification System (AVS), and 3-D Secure 2.0 are also essential. You don’t have to be perfect, but showing the customer that you’re accessible and transparent makes a huge difference.

9. Can simplifying cancellation and refund flows improve customer satisfaction and reduce both friction and risk?
   
   Yes, and the timing couldn’t be better for subscription merchants to lean in. The FTC’s new click-to-cancel rule is going to push more transparency and make it easier for customers to cancel directly with the business. That’s a good thing. It encourages customers to reach out to merchants first, rather than defaulting to their bank or filing a chargeback. That’s critical, especially when 90% of cardholders say they prefer that their bank be able to cancel subscriptions on their behalf, according to the 2024 Cardholder Dispute Index. That stat should be a wake-up call. If you make cancellation a hassle, customers will go around you, and that usually means more disputes and lost revenue. Simplifying those flows—whether it’s one-click cancellation, a clear refund form, or fast customer support—reduces friction, builds trust, and ultimately gives you a chance to resolve issues before they escalate. It’s not just compliance—it’s good business.
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10. ‍What is one piece of advice you would give to any company looking to improve the post-purchase experience while keeping fraud under control?
    
    Treat the post-purchase phase as part of your marketing strategy, not just a support function. That’s where customer loyalty is either won or lost. Use smart tech to monitor risk, but build your policies around fairness and flexibility. And most of all: listen to your customers. Their complaints are often clues to deeper issues in your flow and purchasing experience. Fix those, and you’ll not only reduce fraud, you’ll earn more repeat business.

🎥 Want to Learn More?

This interview with David Pirtle is just one perspective. For a broader conversation on how to protect revenue while improving conversion rates,
👉 Watch the full “Fraud Prevention vs. Conversion” webinar

Featuring Justin Clements (Director of PR, Chargebacks911) and Bator Sutton (CEO of Bounce), this session explores how to reduce false declines without adding friction, and why better fraud strategy starts with smarter communication.

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