December 9, 2023

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Your customers want their payment experience to be simple, secure and consistent, whether they are shopping online, on their devices or in-store. They also want to be paid in the way that suits them best. Customers are increasingly adopting alternative payment methods, such as eCheck and digital wallets.

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However, all this choice has made the payment environment more complex. This is where tokenization can help make payments easier for your business. In fact, it’s already part of a payment security strategy for many businesses with e-commerce channels — helping keep data secure.

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But tokenization can help you create a seamless payment experience across channels and payment types, to keep customers coming back.

development of payment tokens

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About 20 years ago, vendors, acquirers and payment platforms began issuing tokens for personal payment credentials, with the main purpose of keeping those credentials secure. A customer’s sensitive payment data is replaced with a digital identifier, or token, while the actual data is stored securely. Even if the token has been tampered with, it cannot be reverse engineered to reveal payment data.

The next iteration was the network token, which was generated by payment networks such as Visa. Instead of replacing a single primary account number (PAN) for its lifetime, a network token represents a customer’s payment credentials for all subsequent transactions. Even if a customer changes his card, the credentials are updated automatically through lifecycle management. Customers can be identified by their network tokens, giving you a better understanding of the buying behavior across different channels.

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Now Cybersource leads the way with its unique Super Token – the power behind our token management service. Our proprietary Super Tokens bundle together network tokens from different card brands, banks, payment types and channels.


How Super Tokens Help Increase Customer Loyalty

By tying together previously different network tokens and payment types, Cybersource’s SuperToken centralizes and simplifies token management and connects and integrates customer payment data. This allows you to create a complete transaction history for each of your customers, as well as:

Provide a simple, seamless payment experience no matter how your customers are shopping. Provide personalized loyalty, reward and promotional opportunities for every online, mobile and in-store transaction.

Making payments seamless and personalizing customer interactions with your brand can drive loyalty – and repeat revenue – increasing business. You also get the peace of mind that you are keeping payment credentials safe and fresh and narrowing down your Payment Card Industry Data Security Standard (PCI DSS) compliance scope.

To learn more about how payment tokenization can increase customer loyalty, download our guide.

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