File Build Errors are Skyrocketing.
Everyone is Losing Money, and Business.
We Need to Fix It Now

By: Biff Matthews, President, Cardware International

An important issue that’s on our radar right now was illustrated, in great and
dreadful detail, this morning.  The issue involves a merchant, not yet a customer,
who has serious, persistent problems with download file builds done by a
service provider. 

The provider has an iron-clad, one-sided, exclusive contract - and it’s obvious why.  
Without it, this customer would have terminated this provider and sought qualified
help long ago.  He can probably prove non-performance in court – if he can stomach
the legal fees.  Otherwise, he’s stuck, and his business will continue to pay dearly,
in cold cash, lost business, lost productivity and other measures, for a problem that
is increasingly common.

Not long ago, file build errors were simple human errors.  There is still simple human
error, but the current scenario includes a new kind of “human error” that results from
the growing complexity of terminal applications.  Simply said, speed and technology
evolution have become too challenging for many merchant-level salespeople.  They can
sell the product, but the operational knowledge required to make it work is overwhelming
for many, and they either can’t  (or won’t) make the effort to do what’s needed to move
the sale upline in such a way that the merchant can do his thing, the provider can do his,
and everyone lives happily ever after.   

Rather, many exit the scene, moving to the next sale, leaving in their wake a bevy
of questions and assumptions - and a minefield of inaccuracies. 

Of course, their primary focus is, and should be, sales.  And kudos to the organizations
who recognize that their time is best-spent on sales, and who provide salespeople –
and merchants – with qualified tech support personnel who can intelligently consummate
the sale, and make work what the salesperson has promised.  

This is not the norm.  In many instances, tech support is nonexistent.  And that means
there are significant gaps in information provided to the people building the files.

One immediate result is that transactions are downgraded.  A merchant who can read
his statement will quickly see that providing less than complete data means higher fees. 

A different kind of problem occurs when merchants are converted to new applications. 
Too often, salespeople don’t realize – (don’t they ask?!!) the merchant has been running
EBT, or payroll cards, or whatever.  So, the new application is set up, but only for running
the programs the MLS has sold; it isn’t configured to accommodate existing, and often
critical, applications.  The result is:  functionality is lost, and revenue is lost.  Without his
existing applications, merchants can’t guarantee checks, accept gift cards, etc.  So, the
result is not only lost time to fix the situation, but lost business and goodwill.

I don’t think merchants will tolerate this situation indefinitely.  Clearly, they are entitled
to skilled support from their vendor (salesperson or back office) that will insure a smooth
transition, and smooth operations. 

If merchant level salespeople are to be responsible for the technical aspects of the
installation, they must have appropriate tools and training, and each time terminals
and applications are updated, new training must accompany it.   Investing in salespeople
who have the aptitude for technology, and weeding out those who don’t, will also help.  

If these functions are to be delegated to tech support operations, there must be
operations-knowledgeable people who can “fill in the blanks.” 

Salespeople who are great at what they do, but do not have the benefit of a
management commitment to proper training  - or who understand their own
limitations -  should consider another idea.  Because merchant retention is the
essential prerequisite to residual income, the wisest course may be to hire a
tech support specialist dedicated exclusively to your merchants.

Like the real estate agent who hires a qualified assistant to manage paperwork,
details, and follow-ups so he can focus on sales, the MLS who is truly at the top of
his game will understand that this investment is wise, and  zero-risk.   

Repeat sales can often become 75% of total income.  But there’s always attrition
and not every merchants renews, regardless.  New business is always needed,
and the salesperson who focuses exclusively on that, and makes sure there’s
qualified, dedicated support, has taken a huge step toward fewer problems,
solidified relationships -  and excellent referrals. 

Compensation structures that favor new business are a factor, but true professionals
understand the value of a quality product that functions as the merchant hoped it
would when be signed on.  And quality tech support that makes sure the merchant
isn’t plagued with lost functionality, or higher fees because of information that was
missed, or inaccurate.     

Returning to the file building issue for a moment, the help desk personnel who do
this work are for the most part, knowledgeable and well-trained, notwithstanding
the dreadful exception described above.   But they can only work with the specifications
and parameters provided by the MLS, or its tech support.  We can’t make it up as
we go along, and mind-reading is not among our skill sets, either. 

Accountability is not an option for anyone working in this complex, evolving industry. 
It’s time we put the interests of the merchants who keep us all in business, first. 

Biff Matthews is President of Thirteen Inc, the parent company of
CardWare International.  He is one of 12 founding members of the ETA,
serving on its board, advisory board and committees.  (740) 522-2150.

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