Zulma Acuna Morris | eTail Palm Springs

Zulma Acuna Morris

Zulma Acuna Morris

Sr. Customer Experience Specialist FASHIONPHILE
Zulma Acuna Morris

Zulma Acuña Morris is a strategic CX and loyalty leader with 8+ years across SaaS, DTC, startups, and luxury retail. At FASHIONPHILE, she manages the Partner Program, oversees review channels for 15 locations, and supports the launch of a new loyalty program—work centered on identifying friction in the journey and turning insights into conversion and retention gains. Previously, she influenced a $120M pipeline at Illumina through high-impact executive briefings, scaled Nomadica’s DTC subscriptions 10x on Shopify, and sustained 98% retention across 400–450 accounts at PetDesk. At eTail, Zulma shares practical playbooks for spotting and solving friction points—aligning teams, systems, and messaging to deliver seamless retail experiences that drive measurable growth.

Monday, February 23: Summit Day

3:00 PM Customer Journey: Case Study: Spotting and Solving Friction Points: Optimizing the Customer Journey for Seamless Retail

Omnichannel is not new, but it continues to be the cornerstone strategy in ecommerce, as shoppers expect seamless, personalized experiences across ALL channels and touchpoints. Brands are leveraging omnichannel strategies, integrating social commerce, mobile apps, marketplaces, and even physical pop-ups to ensure they are present wherever customers research, compare, and purchase products. Join Zulma Acuna Morris, Senior Customer Experience Specialist at FASHIONPHILE as she dives into the brands successes at meeting customers where they’re at to promote growth and build long-term loyalty. Expect to hear about:
  • Identifying friction points by mapping the customer journey, analyzing feedback, and leveraging analytics
  • Understanding the four main types of friction: technical (site functional health, navigation), process (complex steps, unclear returns), emotional (poor service, lack of personalization), and support (difficult assistance, long wait times)
  • Implementing solutions like streamlining processes, integrating data across channels, empowering associates with real-time insights, and offering proactive support to create a frictionless, loyalty-building experience

Check out the incredible speaker line-up to see who will be joining Zulma.

Download The Latest Agenda