Fraud Prevention is Now a Core CX Problem

In this interview, Breanna Moreno shares how fraud has evolved into a core CX challenge, why traditional approaches fall short, and how brands can strike the right balance between protection and trust.

You recently stepped into the role of CX Architect at Wyllo after leading CX at True Classic. What motivated this transition, and what gaps in the ecommerce CX landscape are you hoping to address through this role?

That’s a great question. Honestly, I embarked on this journey because I wanted to have a more direct impact on the tools we actually use in the CX space, which create meaningful impact on customer support teams, along with being able to report the impact to those executives.

Too often, vendors try to solve problems without having lived them first-hand, which is usually why solutions fall short or fail to get adopted. I remember meeting the Wyllo team years ago; what set them apart wasn’t a pitch about ROI or ‘features.’ Instead, they actually taught me something I didn’t know. 

That transparency changed my perspective. To me, a tech partnership is less about buying a tool and more about a mutually beneficial relationship where you’re building something better, together.

Fraud prevention has traditionally been viewed as a security or payments issue. Why do you believe it has now become a major concern for CX leaders as well?

The majority of fraud now lives within CX conversations. While the problem isn’t new, social media has scaled it to a point where even ‘friendly’ fraud is a major threat, and many brands haven’t connected those dots. 

When I met the team at Yofi (which was recently acquired by Wyllo), I realised they were solving the exact problems I faced years ago at True Classic. The complexity of the tech they’ve built is incredible. 

I’m thrilled to be part of this evolution, helping brands protect their bottom line. Support teams have always been the heart and soul of a brand; they used to spend hours manually fighting fraud because they wanted to protect the company. 

Now, we’re giving them that time back by providing data they can actually trust. When we show brands the sheer depth of the manipulation we find, the reaction is almost always total disbelief.

Post-purchase abuse, such as “item not received” or refund claims, is becoming increasingly common. From your experience, how are these issues impacting support teams and operational efficiency?

I’ve always been incredibly cost-conscious, so this has been top of mind for years. When you live and breathe CX, you start to develop this ‘gut instinct’ for when something isn’t right, but that doesn’t scale. 

You’re constantly stuck in this impossible balancing act: how do you mitigate costs without accidentally accusing an honest customer of something?

Even with the most efficient manual processes, it’s an operational nightmare. That’s why I’m so passionate about building tools that handle the heavy lifting. We want to show up for our great customers so they don’t have to suffer the brunt of what the abusers are doing.

The reality is that as fraud evolves, brands usually react in two ways: they either create a ton of friction for their good customers, or they let the fraudsters get smarter and find workarounds. 

By leveraging the right tools upfront, we aren’t just stopping fraud, we’re actually protecting the experience for the customers who deserve it most.

Many brands are tightening policies to protect themselves from fraud and abuse. How can companies strike the right balance between protecting their business and maintaining a positive customer experience?

This is the core challenge right now, and we’re seeing it across the entire industry. Look at how many brands have pivoted to charging for returns; it’s a massive hit to acquisition. For apparel brands, especially, it’s detrimental when a customer has to think twice before even making a purchase.

My advice to brands is always: work smarter, not harder. Use tools that do the heavy lifting for you. We should be rewarding the customers who show up for us and making it harder for those trying to take advantage. 

The data doesn’t lie. When you simply reward good behaviour, we see a massive shift in consumer patterns: more spend, more often, and better brand loyalty. Why punish your best customers for the actions of bad actors?

In your conversations with ecommerce CX teams, what are some of the most common challenges they face when handling refund requests and disputed deliveries?

Honestly, the questions I hear most are ones I used to ask myself every day: ‘How do I even message this? How do I tell the truth from fiction? What is everyone else doing in this situation?’ I get it. 

I remember, first-hand, exactly what it feels like to be in that position, caught between wanting to protect the brand and wanting to do your job with empathy. That’s why our partnership with brands isn’t just about ROI and features, though, of course, those are vital. 

It’s about giving you the tools to drive a great experience while protecting your bottom line. It’s about giving you the assurance that you’re not just managing fraud, but leading CX in the right direction for the entire industry. And, being able to see the impact in dollars is the cherry on top!

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