No Easy Move: The Switch to EMV

October 2015 marked the official liability shift deadline for U.S. merchants and card processors to adopt Europay, Mastercard and Visa (EMV) standards. Six months later, Walker Sands wanted to examine how consumers are responding to the change. We surveyed 575 of them to find out. The Switch to EMV examines consumer sentiment toward the new chip card experience. Six months after the liability shift, retailers and card processors have been slower than expected to roll out new card readers, inform customers and thoroughly train front-line staff, leading to more than a few bumps in the customer experience.

Insight into consumer perceptions of EMV technology can help merchants, banks, card issuers, payment processors and other financial institutions implement the technology with as little friction as possible — or risk losing customers and incurring major fraud losses along the way.

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