September 19, 2022
What is a Trust Cloud? …and why do I need one?
by Genifer Redington, Director of Marketing, Spec
Global eCommerce sales are expected to reach $5.5 trillion dollars and will account for over 20% of total retail sales by the end of this year. With major advancements in technology and the recent epidemic, eCommerce has surged, and consumers have re-deﬁned their shopping experience. Competition has become more ﬁerce with low-barriers of entry for new vendors, and rising customer acquisition costs (CAC). Product, price, and promotion are no longer differentiators when competitors can easily, though painfully, match each.
So…how do you differentiate yourself from the competition?
According to Shopify’s The Future of Commerce Trend Report - 2022, trust has become the new currency of eCommerce. Trust is built in many ways, such as branding and community involvement, but what about online customer experiences (CX)? Do you have the orchestration platform needed to offer trusted customers a frictionless experience, without needing to prove their identity and intent each time they enter your site, access their cart, or make a payment? Are you able to balance this experience along with data you need, in the time you need it, to quickly put a stop to payment fraud, account takeovers, and the abuse of refund and loyalty programs?
If your answer is “no”, you need a Trust Cloud.
What is a Trust Cloud?
A Trust Cloud, also referred to as a Trust Platform, Orchestration Platform, or Journey-Time Orchestration1, is a simple, no-code or low-code platform that gathers data from the complete customer journey in real-time. The derived, uniﬁed data cultivates collaboration between teams within the organization such as trust, security, payments, digital (DX), user (UX), and customer experience (CX), all while providing a frictionless customer journey that starts with trust.
Trust without compromise
Enterprise companies that optimize their eCommerce platform with a Trust Cloud have the ability to offer a customer experience similar to merchant giants like Amazon and Home Depot.
Merchants of this scale offer their customers the frictionless convenience of knowing a customer’s identity upon visit, recalling historical data to offer beneﬁts like approved payment methods, one-click checkouts, simple refund processes, and more.
This trusting approach that merchant giants like Amazon and Home Depot adopt in their online shopping experience is made possible by their mature platform, allowing account preferences and user history to shape the user experience through low-friction, conversion-maximizing conveniences. Developing a similar platform internally is cost-prohibitive and an ineﬃcient use of resources for most enterprise companies, but recent technology has made this platform more accessible in the form of a Trust Cloud. A Trust Cloud gives merchants the same conﬁdence to authorize instant trust upfront by automating controls throughout the customer journey if the visitor goes on to engage in high-risk behavior, allowing users to receive instant trust, and merchants to adapt levels of security based on the user activity in real-time.
Capabilities of a Trust Cloud
The capabilities of a Trust Cloud with no-code integration, similar to Spec’s Trust Cloud, are endless. You can connect to any REST API-based vendor without a line of code and instantly leverage all of your tools and data to form a single source of truth. Below is a graphic that summarizes the overall capabilities2.
Why you need a Trust Cloud
A Trust Cloud protects the integrity of the digital user while simplifying the risk process.
Discover insights across the entire digital experience
Catch Attacks Early: With access to full visibility, scan visitor behavior across their entire journey to catch the risk patterns that traditional fraud check APIs miss. Visualize the ﬂow of attacks, identifying areas to catch them early, leaving bad actors with nowhere to hide.
Start Each Journey with Instant Trust: Boost platform integrity by instantly welcoming return customers to their personalized account experience while your trust platform invisibly screens for signs of compromise and abuse.
Remove Friction for Good Customers: Discover and eliminate where good customers are caught in fraud measures, determining misidentiﬁed attacks, and encountering unnecessary friction throughout their journey from login to payment.
Increase Conversions: By using a single source of truth, detect evolving fraud attacks, identify conversion drop offs, and optimize your payments strategy.
Customize workﬂows for sharper risk decisions
According to Cybersource’s Global Fraud and Payments Report 2022, there has been a signiﬁcant shift in the top priority of fraud management and prevention. In 2021, half of merchants placed the customer experience as the #1 priority. In 2022, this dropped signiﬁcantly to 37% with an increased focus on a reduction in fraud and chargebacks, and a reduction in fraud-related operational costs. But, what if you could start each customer experience with a trusted, personalized account experience at the same time as receiving continuous data to ﬂush out attackers in real-time while optimizing costs? The automation workﬂow engine of a no-code trust platform like the Trust Cloud empowers enterprises to respond quickly to emerging threats, turning data into outcomes in less than 1 millisecond.
Optimize Vendor Costs: Through customized, workﬂow automations, you can route each user through different experiences based on continuous data. By doing this, you not only provide a frictionless experience to good customers, you optimize existing vendor costs by dynamically routing good customers to low friction ﬂows.
Secure Comprehensive Trust Decisions: By connecting UX and risk decisions with predeﬁned signals and events based on the signals that are of interest, speciﬁcally to the company (not cookie-cutter solutions), defense teams and deﬁne event-level policies within the user journey. Workﬂows are customized to gather the data needed to sharpen risk decisions using both internal and external integrated data sources and tools, including cloud security networks and payment gateways to drive continuous feedback to your risk models, ﬂushing out attackers in real-time.
Implement A/B testing for improving conversion rates and ﬁnding the right vendor balance
Flexible UX: By connecting UX with risk decisions, each journey can experience a different path based on the signals and policies put in place through workﬂow automations.
i.e. A trusted customer may experience a journey that skips certain checkpoints while the Trust Cloud invisibly screens for signs of compromise and abuse. An unknown, or even a suspicious user may go through a different journey that involves more active veriﬁcations.
Vendor Resilience and Failover: Improve resilience and ensure site uptime by using the Trust Cloud orchestration platform to conﬁgure an alternative vendor as backup to reduce latency or downtime that the originally designated vendor may be experiencing, without impacting logic.
Connect ALL of your teams, data, and tools to drive accurate customer-centric decisions
Scale Operations: Free teams up to focus on core revenue-generating initiatives by automating repetitive tasks through workﬂow automations. Reduce the need to pull DevOps off important projects by investing in a no-code Trust Cloud that can connect to any REST API-based vendor without a line of code.
Fast, Accurate Decisions: Improve speed and eﬃciency of risk management decisions by seamlessly combining user and vendor data into a single source of truth. Instantly integrate new data sources, shrinking your strategy deployment time from months to minutes.
Additional “why’s” that are more use-case speciﬁc:
Mergers and Acquisitions: Similar to A/B testing, a no-code trust platform can allow you to integrate duplicative data, tools, and teams that result from a merger or acquisition. It will provide you with the information needed to make decisions on where there are redundancies, which tools should be retained, decommissioned, and possibly even used as a failover or backup. This process is much more eﬃcient than selecting based on user-bias.
Product Launches/Updates: When data is lacking or hard to retrieve and evaluate, product launches and/or updates could become delayed or even cancelled. The ability to integrate tools in a matter of minutes, and retrieve data in a matter of milliseconds can help enterprises reduce product launch time, and even prevent setbacks or cancellations.
Prep for Unique Situations: Unique situations have a way of sneaking up, whether expected like holiday fraud pressure, or unexpected like epidemics (COVID-19), global events, etc. Workﬂows can be quickly adjusted to adapt to these situations, empowering enterprises that are using a trust platform to be quickly prepared for the changes, vs those that are not using a trust platform.
To answer the question from above:
The answer is simple. Implement a Trust Cloud (trust platform, orchestration platform, or journey-time orchestration platform). By adopting a no-code trust platform like Spec’s Trust Cloud, you get the optimal beneﬁt of managing your customer experiences holistically and continuously, procuring data quickly and easily for developing retention and mitigation strategies, and keeping your teams focused on core revenue-generating initiatives. Protect the integrity of your digital users while simplifying the risk process. Customers will notice and appreciate the difference, and so will your defense and digital experience teams.
 Gartner, Inc., Journey-Time Orchestration Mitigates Fraud Risk and Delivers Better UX. 10 June 2022 by Akif Khan.
 Image was created with combined data from Spec’s Trust Cloud and Gartner’s Journey-Time Orchestration Solution from: Gartner, Inc.,
Journey-Time Orchestration Mitigates Fraud Risk and Delivers Better UX. 10 June 2022 by Akif Khan.