#822: From eTail: NoFraud Head of CX Breanna Moreno on customer loyalty, post-purchase abuse, and the moments after a sale
The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX
The Agile Brand
4.9 • 113 Ratings
🗓️ 4 March 2026
⏱️ 27 minutes
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Summary
Most brands are investing millions in creating seamless, generous customer experiences. But what if a small fraction of your customers are exploiting that generosity, forcing your best, most loyal customers to unknowingly pay an 'abuse tax' through higher prices or stricter policies?
Agility requires moving beyond static, one-size-fits-all policies and embedding real-time intelligence into the moments that matter. It's about empowering teams to adapt not just to who the customer is, but what they intend to do right now.
Today, we are here at eTail Palm Springs and we're going to talk about a massive, and often invisible, threat to brand profitability and customer loyalty: post-purchase abuse. While brands have spent years optimizing the path to purchase, the moments that happen after the sale—returns, refunds, and support interactions—have become a significant source of margin leakage, pitting the goals of the CX team against the financial health of the business.
To help me discuss this topic, I'd like to welcome, Breanna Moreno, Head of CX at NoFraud.
About Breanna Moreno
Breanna Moreno is CX Architect at NoFraud, where she helps ecommerce brands reduce post-purchase fraud and policy abuse while empowering customer experience teams to operate more strategically. With more than 13 years of experience building and scaling high-growth CX organizations, Breanna previously served as Vice President of CX and the first employee at True Classic, leading the support function through rapid DTC expansion and transforming it from a reactive cost center into a data-driven driver of brand performance. Today, she brings that brand-side perspective to NoFraud, serving as a bridge between fraud prevention technology and the frontline teams responsible for protecting revenue, loyalty, and customer trust.
Breanna Moreno on LinkedIn: https://www.linkedin.com/in/breanna-moreno-183a8459/
Resources
NoFraud: https://www.nofraud.com/
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Transcript
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| 0:00.0 | The Agile Brand |
| 0:02.3 | Welcome to Season 8 of the Agile Brand podcast. |
| 0:10.1 | This season we're going all in on expert mode |
| 0:12.7 | MARTEC, AI, and customer experience, talking with the people |
| 0:16.5 | and platforms behind the brands you know and love. |
| 0:19.4 | I'm Greg Kilstrom, your host, and I help |
| 0:21.7 | Fortune 1000 companies make sense of Martec, AI, and marketing ops. Hit subscribe or follow to make |
| 0:28.2 | sure you always get the latest episodes and leave us a rating so others can find us as well. And make |
| 0:33.1 | sure you check out our sponsor, Tech Systems, an industry leader in full-stack technology services, |
| 0:38.5 | talent services, and real-world application. For more information, go to teK-systems.com. Now let's dive in. |
| 0:48.4 | Most brands are investing millions in creating seamless, generous customer experiences, |
| 0:53.3 | but what if a small fraction of |
| 0:55.4 | your customers are exploiting that generosity, forcing your best, most loyal customers to |
| 1:00.3 | unknowingly pay an abuse tax through their higher prices or stricter policies? |
| 1:05.1 | agility requires moving beyond static, one-size-with-its-all policies, and embedding real-time |
| 1:10.0 | intelligence into the moments |
| 1:11.7 | that matter. It's about empowering teams to adapt, not just to who the customer is, but what they |
| 1:17.7 | intend to do right now. Today we're here at Eitel Palm Springs, and we're going to talk about |
| 1:22.3 | a massive and often invisible threat to brand profitability and customer loyalty, post-purchase abuse. |
| 1:29.3 | While brands have spent years optimizing the path to purchase, the moments that happen after |
| 1:34.4 | the sale, returns, refunds, and support interactions have become a significant source of margin |
| 1:39.3 | leakage, hitting the goals of the CX team against the financial health of the business. |
... |
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