This interview has been edited for clarity.
Hope: Hi, everyone! I am super excited to be talking to Breanna Moreno, the Head of CX at Order Protection, which offers protection to shoppers on e-commerce order fulfillment. Order Protection itself is in the customer experience game, so I’m sure we’re in for a lot of great insight. Breanna, thank you so much for taking the time to chat with me today.
Breanna: Thank you for having me! I’m so excited to be here. I’m sure we’re going to dive into a lot of great conversations, so thank you!
Hope: I was especially excited to chat with you because you oversee both customer support for shoppers buying protection on their orders and customer success for the brands offering Order Protection to their customers. That’s a huge role. The first thing I want to chat about is how you tailor your approach to serving these two different segments.
Breanna: When delivering any type of support or service experience, the framework is essentially the same, regardless of who the customer is. However, on the customer success side, we’re building relationships, whereas on the customer support side, we’re focusing on building experience-driven support initiatives. We focus on making the experience for the direct consumer exceed expectations and deliver the highest level of service possible.
Hope: That makes a lot of sense! One thing I wanted to chat about is that I saw Order Protection approves 97% of claims, which is really stellar and definitely going above and beyond. But on the flip side, how do you go about providing a positive customer experience to the small percentage of claims that Order Protection has to deny?
Brianna: Sometimes, delivering bad news is part of the role, but there’s an art to doing it well. It’s really about how you say it. We focus on leveraging opportunities to educate the customer. How we convey bad news directly impacts how it’s received.
The good news is that we have strong relationships with our brands. If we need to make exceptions, which we all do in this industry, those relationships empower us to do so confidently. Our customer success and customer support teams collaborate closely, which benefits both the end consumer and the brand.
When exceptions are needed, we can quickly work with the brand to ensure the solution is thoughtful and impactful. It’s all about practicing empathy, looking at the bigger picture, and ensuring that we’re truly invested in the customer experience.
Hope: Absolutely. Having those relationships with the brands must allow you to go above and beyond. It’s almost like a hybrid model, where you’re taking the best parts of both worlds and using them to create a seamless experience.
Brianna: Exactly. It’s so important to avoid situations where customers feel like they’re being passed around without resolution. We strive to bridge that gap and make customers feel valued. At Order Protection, we’ve built trust with our brand partners, and that trust allows us to go above and beyond for consumers.
We also mimic the brand’s tone and experience so that it feels cohesive. The consumer doesn’t feel like they’re dealing with a completely separate company, which is vital for a seamless customer journey.
Hope: Right, because you really are a partner for that brand’s success. I think those of us in this field understand those delineations, but to a lot of end consumers, they’re not doing that research. They see order protection when they’re checking out and might think they’re buying it from the brand - especially with how fast people go through checkouts.
I know we hear the word "seamless" everywhere, but this finally feels deserving of that adjective. Really striving to deliver that while going above and beyond is what it’s all about. I’ve worked as a CX agent. Everyone likes being able to deliver good news and make things happen for people. I think that’s a great attitude to approach it with.
Breanna: Right. Seamless is important. We know nobody reads—we’re all guilty of it. I’m 100% guilty of it! I’m the person with five seconds to do something. You’re right, we’re all moving so fast. That’s where we can slow things down and relate to people. The beauty is we’ve developed a cohesive process, and it’s working—both in reviews and the experiences consumers are having with us directly and with the brand. So far, so good.
Hope: As we’re getting toward the end of the year, I love to throw in some timely questions. What’s your biggest learning or observation in the CX field from the past year?
Breanna: Gosh, that’s a tough one! Something that’s top of mind is elevating more "boots on the ground" leaders—people with experience actually working on the front lines. I think that would have a big impact on customer experience across brand strategies.
We probably need more resources and support for frontline agents. They know better than anyone the ins and outs of what works and what doesn’t with consumer behaviors. I’ve said this at multiple speaking events this year—it’s been a goal of mine to find ways to elevate those frontline voices. They hold so much knowledge, and that’s power.
I’d love to see more of that. At the beginning of the year, I started noticing trends showing we weren’t hearing enough from people on the front lines. That’s something I wanted to tackle, and slowly but surely, I’m starting to see progress. It’s exciting to see people say, "Yes, I’ve worked in support. I know what that feels like."
Hope: It makes a huge difference when you elevate people, whether it’s their voices or seeing them progress into management roles. That makes a big impact when someone has done that job themselves.
I know you talked about providing more resources to CX agents, and every single discussion of CX seems to touch on AI. Is your team using AI or exploring ways to use AI to provide resources to your frontline reps?
Breanna: We’re not as robust with AI solutions as where I came from, like at True Classic. I started using AI about two years before the industry adopted it as the next big trend. I’m excited that I was an early pioneer in that adoption because it can absolutely impact efficiencies. That’s my focus—how can we do this more efficiently?
We leverage AI on our side to help with sentiment analysis and automations—mostly what everyone else is doing right now. Thinking about the future, though, I know how impactful AI can be. There’s been a big misnomer over the last year or so about what AI can do and how easy it is. The misconception is that it’s plug-and-play, but it’s not. AI requires significant resources, time, and value to make it perform the way you want.
I absolutely foresee growth and opportunities by partnering with other AI providers in the space to build out even more efficiencies and automation on our side. Right now, we’re using the bare minimum, but I’m excited to see where we can grow, set trends, and do things nobody else is doing. That’s what motivates me—thinking two years into the future and bringing those innovations into the tech support space.
Hope: That’s really great. One thing our Principal Solutions Consultant, Paul, says about AI in customer support is that everyone thinks everyone else is already using it. Maybe they’re only using the surface-level functionality, but it feels like everyone’s ahead because of all the noise around new tools coming to market. Paul says these tools will be way more entrenched soon, so now’s the time to get going and start making a plan. Implementing AI is resource-intensive, so planning is essential, but you’re not behind if you haven’t fully adopted it yet.
You mentioned thinking two years ahead. Can you share some of your team’s goals for 2025?
Breanna: Our focus is on continuing to find efficiencies in everything we do and over-indexing on the customer experience. As a tech stack provider, how can we deliver experiences that aren’t happening elsewhere in the industry?
One thing I’m incredibly proud of is the relationships we’ve built with our brands. We’ve created an experience that’s already seamless when filing a claim, and we’re working to make it even more seamless and automated.
We’re looking to partner with giant brands. What excites me most is the volume we can take off a brand’s plate—it’s so impactful. We’re talking about removing up to 80% of shipping inquiry issues from help desks and support teams. That’s invaluable.
I visited websites during Black Friday and saw no chat option, with response times of three to five business days. All I can see is the money those brands are losing because customers can’t reach them.
This is where automations and AI become pivotal. You don’t need a live agent available 24/7, but you can still offer service on your website that generates additional conversions.
Internally, I’m excited for Order Protection to soar because we’re building an amazing solution designed for our brands and consumers. When you pour your heart and soul into something you believe in, the sky’s the limit. For 2025, I’m excited to see our company grow and progress. I envision brands coming to us, asking for help on how to do things better, and us being able to take those challenges off their plates.
Hope: It feels like a win-win-win scenario. The customer feels more secure knowing that if something goes wrong with their package delivery, they have recourse—they’re going to be okay. The brands are making additional sales from people who might not order due to concerns about shipment issues.
When I worked in customer support for an e-commerce furniture company, so many of the tickets were about missing orders, theft, or shipping issues. For larger items, there was the added complexity of signing for delivery. If we’d had an insurance policy in place, many of those issues could have been resolved quickly—an automatic refund or a replacement—without chasing down the missing items.
I recently had an order that didn’t arrive and then suddenly did. I think it ended up in someone else’s mailbox before making its way to me.
Breanna: Sometimes carriers mark something as delivered just to appear like they’ve completed the job, only to find it in the truck three days later. There are so many variables.
To your point, if it costs cents on the dollar and a brand has to deal with the customer and pay for a replacement, they could instead leverage an Order Protection service. Whether it’s consumer-funded or brand-funded, it doesn’t matter—you’re still making cents on the dollar.
It’s mind-blowing that more brands don’t activate this immediately. First, it removes volume, cost, and pressure from your internal teams, as you said. Second, it elevates the customer experience, provides assurances, and allows us to completely own that process. Meanwhile, the brand watches additional revenue come in.
From a consumer standpoint, it’s pennies on the dollar. Why wouldn’t I insure my shipment? It’s simple, easy, and provides peace of mind. You’d be amazed at the videos we get from customers showing people stealing packages straight from their porches. It happens all the time.
Then there are situations where tracking stops, and the package gets lost. Most brands don’t do guaranteed delivery, so things get lost or delayed. Especially around Christmas, when you want your gift to arrive on time, this kind of service elevates the experience.
Shoutout to the brands thinking ahead and over-indexing on the customer experience. What sets you apart from competitors is how you deliver assurances—not just for your product but for the entire experience. I hope to see more brands and leaders prioritizing their customers’ shipping experience because you only get one chance.
Even when things go wrong, having an insurance backup that says, “We’ve got your back,” really makes a difference.
Hope: That’s what’s great about this innovation. A lot of the advancements we’re seeing are driven by people trying to solve real problems. For years, bad customer service was just something we accepted, especially during the shift to online shopping.
It took a while, but the CX industry figured out how to make things better. Innovations like these feel like true wins all around. People feel good knowing everyone is happy, and it’s great to see solutions coming from the CX team rather than just top-down initiatives.
Breanna: Exactly. We all need to acknowledge that things will go wrong. The key is having solutions in place ahead of time to minimize the friction it causes for consumers.
Hope: What are the top challenges your team has seen in the last few months? Order Protection clearly has a great fulfillment rate, but I’m sure there are still challenges.
Breanna: Right now, and probably across the industry, it’s all about managing volumes. This is when we start seeing an influx, and managing that is critical.
Luckily, we’ve built a lot of efficiencies into our processes and claim handling. We’ve staffed appropriately, using historical data to determine how many agents we need. We also provide 24/7 support, which was super exciting for me because I implemented that on the brand side as well.
When you’re an online business—especially a global one—you’re essentially a 24/7 operation. If someone lands on your website, you need to be available if you want to drive conversions.
Right now, we’re dealing with the volume and influx, but we’re prepared for the lack of patience and stress that comes with it. Consumers can be on edge, so we focus on sentiment analysis to respond empathetically to their needs.
Most claims are filed without needing agent interaction, which is great. For us, it’s about turning that volume as efficiently as possible.
Hope: That’s a good problem to have! As we wrap up, do you have any final advice for CX leaders?
Breanna: I’d challenge all CX leaders, whether on the brand, tech, or consulting side, to leverage frontline workers. They’re dealing with all the problems of the world that they didn’t create.
As we head into the busiest season, give them a shoutout, a pat on the back, a coffee, or dinner for their family. They’re likely working tirelessly to advocate for and support your brand.
To the rest of us, this is a crazy time. Keep building relationships and nurturing our community. The CX space is a breath of fresh air—I’ve met the most amazing people here. Let’s continue supporting one another and enjoy the holidays!
