/**
  * @return JsonModel
  * @throws \Exception
  */
 public function customFieldsAction()
 {
     $user = $this->zfcUserAuthentication()->getIdentity();
     if (UserHelper::isMerchant($user)) {
         $customFields = $this->getServiceLocator()->get('customerService')->getCustomFields($user->getAccount());
         return new JsonModel(CustomFieldFacade::formatCustomFieldCollection($customFields));
     }
 }