Your customers are going to appreciate that you won’t give them the hassles they get with your competitors who aren’t EMV compliant.
When merchants aren’t EVM compliant they run the risk of reducing their customer loyalty by some of the other actions they take to protect themselves. Many merchants who choose not to invest in POS systems that accept the EMV chip, end up disputing chargebacks. What they may not know is that their merchant service providers can show the disputes to their customers, and that won’t have a positive impact on their customers who likely will worry that they will be liable for the fraud.
Other merchants turn to fraud filtering services and devices, like asking their customers for further credit or debit card verification—and that increases friction in a number of ways. The last thing consumers want to do is take more time and enter more numbers or other information just to pay for their order. Consumers also may feel like the merchants are questioning their honesty, that they think they would be willing to use a fraudulent card.
So, when you’re EMV compliant, you’ll gain a reputation of not “being that business.”