Payments News

Why ZenKey Authentication Is A Good Idea – With A Big Design Flaw

Oct 23, 2019
Five years ago, a merchant might have been able to rely on consumers being patient with a digital commerce experience that was less than perfectly smooth. The technology was still emerging and was still something of a work in progress. Today, that door is pretty much closed. The customer expects processes that are smooth and swift — and if a transaction does not meet those expectations, the consumer will likely continue down the line to the next provider who can give them that experience.

This means authenticating a consumer has turned into something of a tricky and delicate process. At base, customers understand why there needs to be a sign-in before they can start transacting; in practice, they have a finite amount of tolerance for jumping through hoops before they can do whatever they came to do.

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