Rue Gilt Groupe and Riskified have collaborated to integrate real-time identity risk scoring directly into RGG’s customer service operations.
This integration allows service representatives to quickly distinguish between genuine, loyal customers and potential fraudulent users during interactions, enhancing the efficiency of their workflow without adding extra manual checks.
Retail customer experience teams face a persistent challenge in balancing the need for protective measures against fraudulent activities with the requirement to provide seamless services to valid customers. This issue has grown more complex as fraud tactics have become increasingly sophisticated. The rise of generative AI technology has further complicated matters by introducing new methods such as synthetic identities, manipulated images, voice spoofing, and social engineering techniques, which amplify the frequency and plausibility of fraudulent claims regarding refunds or returns.
To address these challenges, RGG is incorporating Riskified’s real-time identity risk assessments into its Zendesk service interface. Whenever a customer contacts the support center for issues like requesting a refund, reporting a missing package, or rerouting deliveries, agents will receive instantaneous alerts reflecting the associated identity’s risk level. This approach enables faster resolutions for trusted customers while applying necessary friction to risky situations.
Holistic Risk Analysis
The core capability behind this integration relies on Riskified’s advanced identity management system, which analyzes transaction data across its extensive network of merchants. By combining signals from multiple sources including emails, orders, accounts, addresses, phone numbers, and claims, the system builds a robust profile for each individual user. According to Riskified, 13% of identities linked to several claims exhibit activity spanning multiple merchant networks, with these identities typically associated with seven times as many accounts compared to those without claims. This pattern is indicative of coordinated or repeated fraudulent behavior.
Merchants leveraging the Riskified Policy Protect solution have seen significant improvements in their complaint rates, reducing them by up to 30%. Additionally, there are documented cases where reductions in refund and return costs have reached substantial levels. For instance, a past deployment with Ring, Amazon’s smart home security brand, identified over 600 individuals responsible for annual abuse totaling more than USD 4 million, some contributing as much as USD 150,000 annually.
As businesses increasingly deploy AI-driven agents at the forefront of customer support, embedding identity risk indicators within these systems enhances operational effectiveness. Real-time automated processes that can swiftly categorize low-risk versus high-risk interactions help reduce both fraud risks and false positive rates that can diminish customer satisfaction.
This partnership signifies a broader trend in redefining fraud prevention strategies, moving from purely back-end controls to integrated capabilities at the customer engagement level. For off-price e-commerce platforms dealing with high volumes of returns and claims, real-time identity intelligence provides a means to tighten loss control measures without compromising the experience for legitimate customers.
