Financially Compensating Two-Factor Auth
When a user’s service gets hacked, it’s painful for the user of course, but it’s also painful for the host web service. Compromised user accounts generate customer service complaints, damage to the services’ data assets, and liability for the hackers’ malicious actions.
For these reason I found it really interesting that MailChimp is now offering a 10% discount to all their users that enable two-factor auth on their MailChimp account. They are financially compensating their users for using two-factor auth. Clever!
MailChimp is a paid service, so it easier for them to compensate their users with discounts because each of their users generates cash for them each month. For other paid services that tear their hair out over hackers and compromised users’ passwords, this decision is an IQ test.
But, to take this point a step further, I wonder if you’ll see Google or Facebook start to compensate users for using two-factor auth. It’s harder for them because customers don’t directly generate revenue, but I think it’s a brilliant idea to compensate users for the small user experience hassle of enabling two-factor auth. The customer support savings for the company would be enormous I’m sure, and at this point on the web it’s generally just good data hygiene to enable two-factor auth for any account you’d consider “mission critical.”
(Hat tip to Susan Wu for the retweet that led me to learn about this offering)