Consumers have limitless options at their fingertips. The world of online experiences gives consumers an unprecedented amount of choice. But the online element has introduced its own set of challenges: one of them is verifying that your customers are genuine. Organisations tread a fine line; they must ensure customers are who they say they are, defending against fraud to protect their reputation and consumer trust. Equally, they cannot make the process too difficult or else they risk customer abandonment and financial loss.