Our clients also choose us for our commitment to the security of not only their payments, but the information and vast amount of data that they hold on their own customers. When they get to work with JP Morgan Chase, they have the confidence behind them of the ability for us to protect their data, their information, and ultimately their business.
At Southwest Airlines, we pride ourselves on safety and security. We don't want our brand to be subject to fraud. The last thing we want is a customer to know that we didn't do everything we could to try to protect your data, protect the purchase that was happening on your card. So we take it very seriously.
I think a lot of merchants have experienced a huge shift from card-present fraud to online fraud. We're no different in that regard. It's identifying those good customers versus the bad ones and trying to keep the bad ones out. One of the things that JP Morgan has helped us a lot with is trying to figure out the compelling evidence rules and offering ideas. It's like, how can we stop the bad guys so we can loosen up those restrictions that we have and the guardrails around the good customers?
Fraud, especially online fraud, is very challenging in this space. Everybody wants the transactions to go through, but you have to make sure they're not fraudulent transactions. Otherwise it's going to cost you money. Especially when you're in a pennies business, one big fraudulent transaction can really hurt you.
We are fully encrypted and tokenized so we don't see any customer card information. It goes out to JP Morgan, and then they pass it on to the issuer, and it comes back tokenized. I think that's the biggest piece of information that a supermarket or a retail industry would be liable for in a data breach.
One thing that our clients definitely turn to us for is protection. How do we make sure we're protected from fraud? What are the safety measures that we put in place? And we have that conversation on a regular basis. Not only asking us what we do on our side in terms of protecting their cardholders, but they also want insights in terms of what they should be doing. So they're asking us for headwinds and tailwinds in their specific industries, and what are the things that we would recommend to them that we can help direct them towards to make them safe and make sure that their customers are safe and protect every single transaction.