Consumers demand better card payment security
Case Study: Syntec
Syntec, established in 1998 as an independent telco in the UK, wanted thought leadership to drive its content marketing to organisations internationally, by identifying insights into how secure consumers’ telephone payments are. Syntec is seeking to safeguard customers’ phone-based card payments and ensure organisations adopting their CardEasy system are PCI DSS compliant.
Since 2012 we have worked closely with Syntec using a robust range of data sets and methodologies to track the attitudes of card not present (CNP) telephone payments to contact centres using:
- 500 nationally representative sample in the UK and latterly tracking USA and Australian consumers
- 20 executive interviews with senior executive from merchants operating contact centres, leading acquirers, the UK Card Association, the Acquirers Standard Compliance Group, BSI, CIFAS and others.
Promoting the insights involved full PPT presentations and white papers which were to be used at all exhibitions and seminars since being first published in 2012.
The tracking research has proved to be valuable in a number of ways:
a) position Syntec as ‘thought leaders’ in their market sector (managed services for contact centres and in particular, contact centre payment security) b) to generate interest in their CardEasy ‘keypad payment by phone’ system and c) as source material for PR, infographics, newsletters, blogs and social media campaigns
Davies Hickman proposed a market research methodology for us in the UK which we have subsequently expanded to international reach in support of our business growth strategy. Their knowledge and experience has provided us with consultancy support beyond what was expected from the original market research brief, in terms of market insights, content and their professional supportiveness to our growing business.