Podcast Summary: The Agile Brand with Greg Kihlström® — Expert Mode Marketing Technology, AI, & CX

Episode #822: From eTail — NoFraud Head of CX Breanna Moreno on Customer Loyalty, Post-Purchase Abuse, and the Moments After a Sale
Date: March 4, 2026
Guest: Briana Moreno, Head of CX, NoFraud

Episode Overview

This episode, recorded live at eTail Palm Springs, features Greg Kihlström in conversation with Briana Moreno, Head of CX at NoFraud, focusing on a critical but often overlooked threat to brand profitability and customer loyalty: post-purchase abuse. The discussion explores why brands need to look beyond the transaction and into the post-sale experience (returns, refunds, support) as increasing sources of fraud, margin leakage, and customer experience (CX) challenges. Briana draws on her deep experience from both the brand and SaaS sides to offer insights into the operational and technological shifts required to protect margins, empower CX teams, and foster true customer loyalty.

Key Discussion Points & Insights

1. Shifting the Focus: From Checkout Fraud to Post-Purchase Abuse

Timestamps: 03:12–07:52

• Traditional Fraud Focus:
  • Historically, efforts centered on preventing fraud at checkout.
• Changing Consumer & Fraudster Behavior:
  • The rise of the “Amazon experience” and changing shopping habits have led to sophisticated post-purchase abuse.
  • These include inflated or false return claims, manipulated photos, friendly fraud, and abuse of generous policies.
• Insight:
  “Systems originally were designed to meet customer at checkout... our industry is estimating returns abuse and potential fraud is just exponentially greater than what merchants can attribute.”
  — Briana Moreno [03:31]

2. Fragmentation Creates Blind Spots

Timestamps: 04:35–07:08

• Operational Impact:
  • Fragmented systems and teams often cause brands to misattribute fraud losses to a “cost of doing business” instead of a solvable operational issue.
• Reactive, Not Proactive:
  • CX agents find themselves reacting under KPI pressure, lacking tools to determine legitimacy.
  • Technology allows photo manipulation and circumvention of systems.
• Insight:
  “It takes... literal probing to find is this person telling me the truth... photos can be manipulated in today’s day and age... I’m super excited that we have solutions to minimize the risk for those CX leaders—to give them the assurances that like, hey, this is a good customer.”
  — Briana Moreno [06:02]

3. Fraud is No Longer Black-and-White

Timestamps: 08:08–11:36

• Spectrum of Abuse:
  • Not all post-purchase abuse is from “criminals”—some is “friendly fraud” driven by rationalized justifications or financial stress.
• The Social Media Multiplier:
  • Abuse can go viral: one person posts a promo exploit or return workaround, leading to mass exploitation by thousands.
• Memorable Moment:
  “One person posting about it... it can lead to thousands of people taking advantage. Your company now has thousands of free orders that should not have happened... All because of one person posting about it.”
  — Briana Moreno [09:12]

4. Manual Investigation vs. Real-Time Intelligence

Timestamps: 11:36–14:29

• The Old Way:
  • Teams used to scour customer data, social media, Google—often feeling like investigators.
• Modern Capabilities:
  • Solutions like NoFraud (and partner Yofi) detect abuse patterns and automate responses, empowering agents to make smarter, more confident customer decisions.
• Recurring Abuse Types:
  • Tracking manipulation, fake damage photos, repetitive policy exploits.
• Brand Impact:
  “It was sustainable for them... So I’m super excited again that we can be able to build a solution that makes that impact to drive more revenue.”
  — Briana Moreno [13:32]

5. Metrics: Knowing What to Measure

Timestamps: 17:06–20:14

• Beyond Chargebacks:
  • Brands must account for all incremental costs: return fraud, chargebacks, replacement orders, photo-based abuse.
• Case Studies:
  • Everlane: Eliminated $30–40k/month in FTID (Fake Tracking ID) fraud, gained return fraud visibility.
  • Monday Swimwear: Increased revenue 4%, cut chargebacks by 92%.
• Practical Tip:
  “I would really challenge people to start looking at how much are you paying for all of these incremental costs... you might want to equip your support teams with empowerment to make better business decisions to lower those costs.”
  — Briana Moreno [17:26]

6. Customer Intent & the Next Era of Personalization

Timestamps: 21:11–25:49

• Intent as the Next Data Layer:
  • “Who is the customer?” is less important than, “What are they intending to do right now?”
• Fraud Deterrence = Better Loyalty:
  • Notifying abusers of detection often makes them go away quietly, minimizing damage.
• CX Empowerment at Scale:
  • Major fraud happens in everyday support conversations; new tools can provide real-time intelligence to differentiate between loyal vs. risky customers.
• Notable Quote:
  “A lot of this is happening in support... while it’s great that we’re partnered with all of these different tech solutions... a significant, if not the majority, of this fraud is happening in day to day conversations.”
  — Briana Moreno [24:31]

Notable Quotes & Memorable Moments

• “I’m excited to broaden everybody’s perspective on what is fraud... I think generally people think they know.”
  — Briana Moreno [01:59]
• “You may think they’re a big giant company... but at the end of the day, their margins are so tight that this does impact them.”
  — Briana Moreno [07:52]
• “We were on this dark web thread of how to abuse our return policy...”
  — Briana Moreno [22:47]
• “How do you scale that? How do you attribute costs associated to that? Again, my finance teams are going, ‘Support, why are you spending X amount and giving free orders?’”
  — Briana Moreno [24:31]

Takeaways for Marketing, CX, and Ops Leaders

• Post-purchase fraud is a hidden but critical source of margin loss and CX risk.
• Agentic, real-time data tools are essential to empower CX teams, not overburden them with manual investigation.
• Measuring the right metrics (total cost of abuse, not just chargebacks) reveals a fuller picture of ROI on anti-fraud tools.
• Customer intent should be a core part of personalization and loyalty initiatives, not just acquisition.
• Being proactive in publicizing robust anti-abuse systems can deter fraudsters and build long-term trust with loyal customers.

Closing Reflections: Building the Agile CX Organization

Timestamps: 26:57–27:50

• Briana’s Approach to Agility:
  • Staying future-focused, always innovating for what’s next, and thinking merchant and customer-first.
• Quote:
  “Building solutions and product for [the future] now is going to help us drive our merchants to have even more value with us... Bringing a totally different thought process into the org and really challenging all of our thought partners to think merchant first and customer first.”
  — Briana Moreno [26:57]