The introduction of chip and PIN will bring you the following benefits:

• Protection against card present fraud losses following the change in liability rules. 
• The majority of cards in circulation now support chip and PIN technology.
• Customers increasingly expect to pay with chip and PIN at the point of sale.
• Customers are happy to use chip and PIN and are confident with the technology.
• Increased operational efficiency.
• A faster verification method, which could reduce queues at point of sale.
• Peace of mind for your staff - they don't need to make the judgement call of checking the signature as technology verifies the PIN for them.
• There are likely to be fewer incidents of cardholder queries and requests for information as the PIN helps to verify the customer is the right person using the card.
• Cost savings, as a result of reductions in chargebacks, voucher processing and administration costs.
• Opportunity for other value added chip card initiatives e.g. expand the use of unattended payment terminals.
• Increased customer confidence in the card payment system.