For any business, a seamless and nearly invisible payment process is the final checkpoint of a positive customer experience. However, while consumers in the U.S. are getting more comfortable with using chip cards in a variety of verticals—including retail, hotel, lodging and the food and beverage industry—there’s still a fair amount of confusion about when to dip the chip and when to swipe. Many consumers are getting used to it but are still frustrated with the perceived speed of an EMV transaction.
