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1. How To Keep Fraud
Far From Your Customer
Experience Data
An InMoment Whitepaper
THE TRIPLE THREAT
You may be surprised to learn that customers and competitors aren’t the only threat to good customer experience
data. When it comes to collecting valid customer feedback, your own employees have considerable influence, as well.
Fortunately, that just means the power to control your data lies within your organization.
In any Voice of the Customer (VoC) program, upfront communication with your employees is critical to preventing
customer survey fraud. It’s important to train all employees to properly handle customer surveys and to warn them
that all customer feedback will be monitored for fraud. Most fraud can be prevented from ever happening by simply
communicating the risks of getting caught.
DIY DATA INTEGRITY SOLUTIONS
Ensuring the accuracy of your customer feedback is vital to effective decision-making. There are several steps
companies should take to keep fraud from ever happening in the first place.
ZERO-TOLERANCE POLICY
Implementing a zero-tolerance policy for employee fraud and survey gaming helps
ensure the integrity of your brand’s customer data. Manipulating survey results de-
creases the value of customer feedback and negatively affects the representation of
your brand.
BONUS BEHAVIOR, NOT SCORES
Best practice is to not bonus staff based on scores, because this increases the temp-
tation for managers and employees to commit survey fraud. If you do decide to put a
feedback based bonus program together, make sure scores are only a part of the pro-
gram, placing more emphasis on measurable behavior changes.
VALIDATION CODE CUSTOMIZATION
Point of Sale (POS) survey codes are essential for reliable customer feedback. Work with your VoC provider to deter-
mine the best method for generating unique survey codes at each customer interaction within your brand. More
information on this will follow.
sales@inmoment.com • 1-800-634.5407 • © 2014 InMoment, Inc.

2. sales@inmoment.com • 1-800-634.5407 • © 2014 InMoment, Inc.
EMPLOYEE TELEPHONE NUMBER LIST
To ensure against duplicate feedback entering your data, top VoC systems will re-
member the phone numbers of those who have already taken your survey by phone.
Using this same system, you can protect against employee fraud by sharing a list of
staff phone numbers with your provider, so the system can recognize and flag sur-
veys taken on an employee phone.
BUILT-IN PROTECTION
The fraud prevention & detection tools of your VoC program are built to work in tan-
dem with your company policies, in many cases providing a valuable safety net. The
security measures outlined below, when used together, form a solid defense against
fraud and allow companies to act confidently on clean customer experience data.
PREVENT
The first step to preserving the integrity of your customer data is proactively identi-
fying and preventing the input of fraudulent data.
MOD 10 VALIDATION CODES
Mod 10 is a checksum formula employed to validate identification numbers. By
creating a variation of this algorithm, your brand can generate unique Point of Sale
(POS) survey codes, which allow only verified customers to take surveys.
WEB
DIGITAL FINGERPRINTING
Create customer profiles for monitoring suspicious behavior. Using unique digital
identifiers through the user’s browser, VoC systems can track the frequency of sur-
veys submitted from the same digital fingerprint.
TAR PITTING
Limiting the number of surveys allowed from a single IP address during a given
time eliminates a prevalent method for submitting fraudulent data.
SPEED PATROLLING
Monitoring the time it takes customers to complete surveys helps identify and ex-
clude the results from surveys
completed significantly quicker than the average. This keeps unreliable data from
incentive hunters and survey
bots from influencing your customer data.
PHONE
AUTOMATIC NUMBER IDENTIFICATION (ANI)
This collects ANIs, or caller IDs, on all calls—even those that are blocked. This simple
step allows you to identify suspicious survey behavior tied to a single phone number.

3. sales@inmoment.com • 1-800-634.5407 • © 2014 InMoment, Inc.
CLEANSE
After completing the front-end screening of individual surveys, a macro-scale data
analysis of customer experience data can detect red flags within the normal patterns
and trends of your data. From there, necessary steps can be taken to eliminate mis-
leading data from your results.
DETECT
ABNORMAL SURVEY VOLUME CHANGES
Track spikes in survey volume. A sudden surge in surveys taken at one of your
brand’s locations could be a sign of survey fraud.
SCORING ANOMALIES
Every brand strives for perfect scores—which is a good thing. However, when com-
paring scores across all of a brand’s locations, high percentages of perfect scores are
suspicious.
Unusual changes in scores (up or down) diverging from the historical data of a spe-
cific location also raise some red flags.
UNUSUAL PERCENTAGE CHANGES IN UNIQUE RESPONDENT
DATA
Variety is your friend. Locations with low percentages of unique telephone numbers
or IP addresses can and should be flagged for review.
SUMMARY
Whether you’re concerned about vindictive customers, shrewd competitors, or im-
properly incentivized employees, rest assured there are plenty of methods available
for keeping anyone from jeopardizing the validity of your customer experience data.
Just remember that good communication is the first step to prevention—and, as
long as the incentives for fraud are kept in check, so will the occurrences.

4. sales@inmoment.com • 1-800-634.5407 • © 2014 InMoment, Inc.