The Chew on This community always shows up strong, and this webinar was no different. Merchants packed the chat, shared stories from every corner of eCommerce, and asked the kind of real questions that only operators truly understand. 

The conversation centered around one theme that hit home for almost every brand:

Not every customer is worth having. 

Chargebacks, refund abuse, angry escalations, and repeat offenders are draining brands long before peak season hits. In this recap, we’ll walk through the highlights of the session so you can understand the real cost of “bad” customers, how issuers think, and what brands can do to protect themselves. 

If you want the full story, examples, and merchant Q&A, the full replay is available below.

1. Why Some Customers Cost More Than They Bring In

Ben opened with the line that shaped the entire session:

“Not every customer is worth having. “ 

Most brands measure CAC and LTV. 

Almost none measure the cost of the wrong customers. 

Bad customers:

• Overwhelm support teams
• Set off internal escalations
• Inflate chargeback ratios
• Exploit promotions
• Abuse refund windows
• And often wipe out their own lifetime value many times over

Ravi, VP of Finance and Operations at Obvi, walked through how even a 1M/month brand can quietly lose tens of thousands to avoidable disputes, money that could've dropped straight to profit. 

But the real fix starts earlier. 

2. Abuse is Growing Because Disputes Are Easier Than Ever

The group talked through how customer behavior has shifted:

• Disputing is now one tap inside a banking app
• Refund regret after peak season is rising
• Customers know brands fear bad reviews
• Friendly fraud is becoming normalized

Ben shared a few real cases he handled as an issuer, including the one that made half the chat say, “yep, seen that before.”

3. What Issuers Actually Look For During a Chargeback

This was one of the most active Q&A moments. 

Ben explained how issuers review disputes, not the simplified reason codes merchants see, but the actual checks and context behind the scenes. 

A few factors issuers weigh:

• Customer history
• Past disputes
• Purchase patterns
• Merchant category
• Whether the claim looks legitimate or abusive

This section alone is worth watching if you prepare your own disputes or manage risk.

4. Policies Only Work When They Protect Your Team, Not Punish Customers 

A major takeaway: 

Clear, visible policies save revenue and protect your support team.

Obvi’s team shared how rewriting their refund and return policies instantly improved:

• Decision speed
• Support morale 
• Revenue recovery
• Their ability to flag repeat abusers

Ben added that brands should regularly stress-test their policies by running them through AI to find misunderstandings or loopholes. 

5. You Can Spot Bad Actors Earlier Than You Think

The room lit up when merchants started sharing last year’s issues:

• “Buy 3, get 3”... customers claim they only got one
• Perishable shipments delayed by carriers
• Customers who charge back every renewal
• Serial refunders with multiple accounts

Ben broke down how brands can use post-payment, pre-fulfillment signals to stop risky orders before shipping, NOT after they become expensive disputes. 

This part also includes a walkthrough of Chargeflow’s prevention logic. 

6. Protect Your Support Team or You’ll Pay for It Later

Support agents are the emotional frontline. 

If they’re unprotected, everything downstream suffers. 

Brands shared what’s working:

• Cutoff rules for abusive customers 
• Clear escalation paths 
• Management stepping in with firm boundaries
• Automated filters before tickets reach humans 
• Reinforcing team morale

This conversation was one of the most human moments of the whole session. 

Want the Whole Picture? Watch the Webinar

This recap only touches the surface. 

If you want real value, then be sure to catch:

• Unfiltered examples
• Live merchant Q&A
• Detailed stories from Ben’s issuer-side experience
• Tactical advice from Obvi’s operators
• Real policies, real abuse patterns, real tools

👉 Watch the full webinar replay here

If you’re dealing with chargebacks, refund abuse, or peak-season pressure, this session will help you get ahead of it before the wrong customers cut into your margins.