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InsideGS

Cover Story Education

Moving toward a more diverse industry .................................1 Street Smarts SM
By Patti Murphy Prosper by providing superior service ..................................32
Changes in recent years have brought greater diversity to the U.S. By Dee and Emily Karawadra, Impact PaySystem
workforce. And major processors and fintech startups alike are To succeed in merchant services today, ISOs and MLSs have to
working to maintain diverse, inclusive environments. focus on providing great service, building relationships that last
News and being ethical in all business dealings. No exceptions.
Legal ease:
News Briefs: Fraud stories: Bottom of the legal barrel .............................36

Fiserv completes First Data acquisition ................................10 By Adam Atlas, Attorney at Law
Low moments and true stories of wrongdoing on the part of ISOs
Is 'Just Walk Out' the new showrooming? ............................10
and merchants can help educate ISOs on how to strengthen their
ETA/TSG: Electronic transactions on upward trend ........10 businesses from a legal perspective.
PayPal, MetLife, Village Capital Overcome merchants' frustration in four steps ................38
launch Finance Forward ...............................................................10 By Jeff Fortney, TouchSuite LLC
Frustration is all too common. We've all felt it. Merchants, too.
FedNow: asset or liability for private sector? ....................10
Actions you take when your merchants become frustrated can
Industry Update ...............................................................................11 determine whether you'll retain or lose their business.
What's not to like about cloud ..................................................40
Views By Hervé Sinelle-Botinelly, AEVI

The very point of sale: A good deal of marketing today relies on blanket terms that fail to
Apple Card falls far from the T&E .............................................18 convey the actual value being delivered. The payments industry is
By Dale S. Laszig, DSL Direct LLC as guilty as any other, and this risks alienating merchants.
Today's consumers enjoy customized shopping journeys curated New Products
by AI. To be relevant, payment cards and services must reflect the
personality and aspirations of each prospective customer. Identity, mobile cybersecurity for SMB merchants ........16
Company Profile QSR solution enhances productivity,
customer experience .......................................................42
Credit.net, a division of Infogroup:
Cloud-based B2B data technologies Inspiration
via real-time APIs .............................................................................27 Security, an ongoing challenge ................................................43
Departments
Letter From the Editors ....................................................................5
Readers Speak:
A tech-centric wiki ..............................................................................8
Spotlight Innovators ......................................................................21
Resource Guide .................................................................................44
Advertiser Index ...............................................................................54

Empowering and connecting Enterprise selling in an

January 14, 2019 • Issue 19:01:01
today’s payments professionals SMB world – Part 1
SMBs face.
Help me innovate
level salespeople (MLSs) can use their industry knowledge
and personal experience to solve the most pressing issues
By Dale S. Laszig
During the past two years, Paysafe Group's Lost in
Transaction series has highlighted global payment trends.
In its latest installment, researchers surveyed 601 card-not-
complex,
May 13, 2019 • Issue 19:05:01
present (CNP) SMBs in the United States, Canada, United
and the customer experience.
Kingdom, Germany and Austria and 306 card-present
set of challenges.
uoyed by reports of record 2018 holiday spend-
attitudes about payment acceptance methods, innovation
Conversational commerce:
ing, analysts predict more retail growth in 2019,
particularly in the evolving small and midsize
B business (SMB) sector. Advanced technologies
O. B. Rawls IV, chief commercial officer, payment processing
at Paysafe, said the research revealed that brick-and-
have introduced SMBs to a big-brand experience and new
SMBs in the United States and Canada. Respondents shared interactive, evolving
mortar retailers aspire to truly innovate at the intersection
IVR systems
of payments and the in-store experience. In response,
POS solutions.
Independent research by global payments provider Paysafe
Paysafe's sales discovery process has evolved from price
Group found SMBs struggle with "competing priorities" in
and service discussions to needs assessment and solution
their efforts to balance frictionless checkouts with payment
selling, he noted. Direct and indirect sales representatives
security. Lost in Transaction: The future of payments for SMBs,
have been centering conversations with merchants about
published by Paysafe in October 2018, found 54 percent
security, data protection, business management tools and
Contributed articles inside by: dual-tone multifrequencies (DTMF) to enable machines to
of ecommerce merchants surveyed believe frictionless
aggressively targeted by fraudsters.
transactions, such as in-app payments, make them more
Payment technology's evolution began when interactive
vulnerable to fraud. Seventy-six percent reported feeling
voice response (IRV) systems and dial modems began to
"The end goal is to help our customers implement solutions
that enable them to better their business," Rawls said. "By
replace phoned-in payment card authorizations. Like Morse
By Dale S. Laszig
code, early touchtone phones linked numeric values with
This is the first article in a two-part series that takes a
deep dive into today's SMB market. It takes a deep dive
transmit credit card numbers. Over time, service providers
eavesdropping on sensitive payment card data.
into evolving SMB environments and includes research
began to mask DTMF sounds to prevent criminals from
findings and commentary by payments industry leaders
innovating in the space. Part 2 will examine how merchant
TOC on page 3 machines and humans on the phone, email or online chat. certification themselves," he added.
any device, digital assistants help
Semafone, a data security and compliance solution
messages to broadly distributed
n a world where anyone anywhere can transact on
provider for call centers, uses advanced DTMF masking
Jeh Holsomback ...................................................................................20 deliver targeted
I it may seem incongruous to use
in its flagship solution, Cardprotect. Gary E. Barnett, CEO
Steve Norell ............................................................................................34audiences. While
Nicholas Cucci ........................................................................................40
Martina Jeronski ...................................................................................36 machines to per-
at Semafone, noted that Cardprotect 4.0 is Payment Card
Bill Pirtle ...................................................................................................42
Industry Payment Application Data Security Standard
sonalize relationships, chat bots and digital assistants are
(PA-DSS) certified. "We are literally saving our payment
becoming adept at representing the people and companies
application partners valuable time and costs that would
they serve. It's not always easy to differentiate between
otherwise have gone towards achieving the [PA-DSS]
"Voice: payments' next integration," The Green Sheet's lead
Continued on page 31
Adam Hofman, product manager at CallRail, mentioned
article in issue 19:04:01, examined the expanding role of
that advanced speech recognition has enabled IVR systems
than they were ten years ago, which has helped reduce wait
voice technologies in payments. This article explores how
sentient machines are transforming transactions from
to recognize complex phrases. "These systems are smarter
simple clicks into complex, interactive and contextual
times while improving customer experience," he said.
expressions of our interests, personalities and lifestyles.
jobs? they encroach on personal moments and take away our Contributed articles inside by:
The article also addresses concerns voiced by merchant
level salespeople and their customers about AI in smart
homes and connected workplaces. Will AIs respect our
privacy and security and enhance productivity? Or will
TOC on page 3
Brandes Elitch ........................................................................................24
Dee and Emily Karawadra .................................................................33
Peter Spee ...............................................................................................36
Adam Atlas ..............................................................................................38
3
Continued on page 31
www.greensheet.com