Ambition
When it comes to trust and safety, consumer platforms face a paradox: They need to rapidly and continuously adjust the customer experience to improve platform stickiness, and at the same time they need to protect their customers — which often means slowing down product development.
When a growth-driven global consumer platform sought to reimagine their trust and safety function, they reached out to Wipro for strategic support. The client’s sheer scale of growth (2x bookings over a five-year period) was taxing their trust and safety function, and trust and safety concerns were threatening to slow down product development. The client was struggling to verify third-party vendors and quickly remove fake listings, and also saw opportunities to further combat payment fraud, improve content moderation, and address account security.
By taking on critical trust and safety functions, Wipro would boost performance while also freeing up client resources so they could be redeployed to the most business-critical imperative: product innovation to ensure continued global growth.
Action
To prevent platform misuse and account integrity problems, the client sought an experienced trust and safety partner to deploy customized AI/ML models and perform proactive investigations.
Wipro deployed a team of 450+ operators to proactively investigate potential human trafficking, sex work, terrorism, and threats of violence on the platform. At the same times, the Wipro team leveraged AI-driven automation to bring new efficiencies to product authentication, account takeover investigations, and account integrity checks. The team also targeted critical risks like coupon abuse, incentive abuse, improper chargebacks, and identity misuse. Wipro supported a multi-language, multi-geography strategy aligned with the client’s growth ambitions, and created a joint working group to ensure that the client could deliver on platform and product insights surfaced by the Wipro team.
Ambitions Realized
Agile, growth-oriented product development also has a downside: Moving too fast can invite reputational damage, regulatory compliance challenges, and even financial penalties. Working with Wipro, the client was able to prevent platform fraud and thereby maintain their leadership and brand in a competitive space.
The Wipro team identified erroneous payments, achieved $17M in loss prevention through improved fraud detection, and brought significant annualized savings through efficient Power BI governance dashboards. On the customer experience front, Wipro’s precision methods led to a 43% decrease in the platform’s underage user appeal rate and a 15% reduction in unwarranted removal of top vendors from the platform, which both prevented topline erosion and improved customer stickiness. Meanwhile, process efficiency also improved, with time-to-resolution decreasing by 30-40% for some critical workstreams.
Continued collaboration between the client and Wipro’s cross-functional teams has become a cornerstone that enables success in an increasingly complex trust and safety environment.
