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2% is very high. MC/Visa require you to keep your chargeback rate under 1%. If you go above it you'll get add to their excessive chargeback program which if you don't get out after after certain amount of time, you'll be fined up to $50k a month(volume dependent) . Go above 3%, you get yourself in audit program and risk losing your merchant account.

We do ecom subscription and ours is 0.01% in comparison.

If you blame the customer, you should better qualify your customers. There are services that can tell you if the customer has committed friendly fraud(fraudulent chargebacks). Burden is on the merchant to prevent chargebacks.