If you are with CCBIll or Epoch then let them handle it, or not, either way.
If you have a private MID then take a screenshot of:
1) The gateway page showing a positive AVS response (if you don't have that don't bother)
2) Login log showing there was a login for that user where the IP matched the CC submit IP.
3) Any other onsite activity logs you may have showing the member browsed pages, downloaded content, etc.
Print it all, and fax it to the appropriate phone # with the chargeback paperwork you got in the mail outlining the dispute, along with a written, legible explanation why you feel the chargeback is unjustified. (stick to the facts and be brief)
With that you got about a 40% chance of getting the dispute overturned, in my experience, there doesn't seem to be any silver bullet for online merchants dealing in virtual goods, and, even if you win, you are still out the CB fees that your processor will hit you with and you still got the dispute on your record, so if the amount is small you may find it's not worth your time depending how busy you are, I generally do.
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