How Boody Lifted Sales 10% and Cut Response Times by 99% With AI Agent

Challenge: As Boody rapidly expanded into international markets, its small CX team was bogged down by repetitive post-purchase tickets. Its former Helpdesk, Re:amaze, lacked AI and automation, leading to slow response times, missed urgent conversations, and low team morale since agents were stuck in a constant loop of responding to the same questions over and over again. 

Solution: Migrating to Gorgias and implementing AI Agent empowered Boody to automate 26% of all customer conversations, freeing the CX team from repetitive tickets. AI Agent delivered 99% faster customer responses and let the human agents refocus on high-value work like process improvement, internal collaboration with marketing and product teams, and building relationships with customers who shared intimate stories about how Boody’s bras supported them through their postpartum and post-surgery.

About Boody

Boody is an apparel brand loved for its sustainable bamboo viscose clothing designed for maximum comfort. The eco-friendly basics brand was founded in 2012 in Australia and has since entered over 16 global markets, including New Zealand, North America, the UK, and Europe. 

As the brand expanded to serve customers across 16+ countries and time zones, Boody’s three-person internal CX team and nine outsourced agents needed to move beyond repetitive tasks and into meaningful customer engagement to build customer retention and loyalty. 

The challenge: Outgrowing a basic helpdesk that lacked AI and automation

As Boody expanded from a small business primarily selling products in local pharmacies to a global brand operating in over 16 countries, it needed a platform that would scale with it. 

Before adopting Gorgias, Boody used Re:amaze to handle all support tickets across email and live chat. However, the platform was basic and lacked AI and automation capabilities. 

This meant Boody’s team was still bogged down by repetitive tickets like:

• “Where is my order?”
• “How do I return this?”
• “What’s the fit like on X product?”  

Spending all day in the inbox left little time for the team to focus on delivering the experience customers expected. There was no time for surprise and delight, and even less for proactive, strategic work like analyzing ticket trends to improve internal processes. 

With limited bandwidth, response times spiked to 4-5 hours on average, and urgent tickets got missed in the queue. This negatively impacted customers and posed a potential threat to maintaining the high 4.5 CSAT standard on which Boody prides itself. 

Customers weren’t the only ones affected. Boody’s team morale also dipped. As Myriam explains, “Our team morale was lower than it could have been because agents felt like they were constantly responding to tickets instead of creating memorable experiences for customers.” 

The solution: Scaling personalized conversations with AI-powered support

Boody was looking to upgrade its customer experience platform with AI and automation to make one-to-one personalized conversations possible, at scale, while maintaining its brand voice and customer care that shoppers had come to know and love. 

When evaluating new platforms, Boody was looking for: 

• A customizable AI agent that could reflect its brand voice and personalize each customer conversation
• A solution to reduce ticket volume and response times, without sacrificing CSAT scores
• Tools to free up time for strategy, analysis, and proactive customer engagement on other channels like social media communities  

Gorgias checked all those boxes. 

“Reducing our response and resolution times, while maintaining a high CSAT score, was our main priority. We needed to free our agents from spending all day in the inbox so that they could spend time on meaningful tasks like building our brand experience, community engagement, and trend analysis.”

—Myriam Ferraty, CX Manager at Boody

A phased approach to AI Agent implementation

Like many CX leaders, Myriam was hesitant to introduce AI into Boody’s customer experience. Would it respond accurately? Would it feel cold and robotic? Would it frustrate customers more? 

That’s why a phased, gradual rollout and a comprehensive testing process were key to Boody’s implementation. After configuring AI Agent, Boody’s CX team tested multiple common customer scenarios, gathering feedback from their own team, wider internal teams, and even customers. 

Here are the steps Boody took when rolling out AI Agent:

1. Update knowledge sources like FAQs, Help Center articles, and Guidance 
2. Test internally for one week in the primary market (Australia) 
3. Continue testing for six to eight weeks, while gradually rolling out in other regions (North America, New Zealand, and the UK)
4. Monitor AI Agent’s performance and continuously optimize 

“One of the unexpected benefits of implementing AI Agent was the opportunity to review all our policies and workflows. The extra time we gained from automating repetitive tasks gave us the capacity to actually improve these processes.”   

—Myriam Ferraty, CX Manager at Boody

Automating frequently asked post-purchase questions with AI Agent

Boody uses AI Agent to reduce manual support tasks across email and live chat. It’s been a game changer in handling repetitive post-purchase tickets like WISMO requests and shipping, return, and exchange policy questions. 

Boody also leverages AI Agents’ instant responses to reassure the customer that someone is on the way to help, especially for urgent situations. It’s been instrumental in collecting preliminary information for more nuanced situations, like photos and product numbers for warranty claims. 

“If a customer reaches out about product feedback or issues, AI Agent prompts the customer to give us all the information we need. When an agent gets to the ticket, they can jump into solution mode right away.”

—Myriam Ferraty, CX Manager at Boody

Boody created a custom Guidance to instruct AI Agent how to respond when a customer reaches out about a product fault or quality issue

AI empowers the CX team to be the voice of the customer

Handing over repetitive, time-consuming tickets to AI Agent unlocks more time for Boody’s human agents to connect with customers and build impactful brand moments. 

Many of Boody’s products are designed for specific moments, like its line of Maternity and Nursing Bras made for people who are pre and postpartum, and its Post Surgery Bra, frequently purchased by customers fighting or recovering from breast cancer. 

“We’re very lucky to support customers through these intimate moments,” Myriam shares. “Customers will reach out to thank us and tell us how our products helped them during a challenging time.” 

“Before AI Agent, we’d sometimes miss those sensitive tickets or couldn’t get to them in real time. Seeing them and jumping on them right away lets us deliver those surprise and delight moments, whether that’s sending a care package or a note to the customer to let them know we care.”  

—Myriam Ferraty, CX Manager at Boody

With extra capacity, Boody’s agents can take over from AI Agent to have empathetic, back-and-forth conversations with customers who are going through challenging times: 

With extra time, Boody can prioritize customer retention by engaging with brand advocates. For example, after a customer reached out to share her love for her Boody dress, an agent surprised her with a 20% off discount as a token of appreciation: 

After building that relationship and trust, the customer followed up and shared her excitement about meeting someone wearing the same dress. She even sent a photo! She went on to share product feedback that she and her Boody dress twin discussed: 

This wasn’t a one-off scenario for Boody. Myriam explained that the CX team was able to shift from being reactive to proactive, especially when it came to sharing customer feedback with the product team. 

For example, many customers complained that the removable padding in a specific bra style was ruined in the wash. The team passed this along to the product team, who created a new bra style where the padding was stitched in. 

Customers were still having issues with the new design. CX passed this feedback along once again, and the product team created a bra with a pocket where the padding could be accessed, but still remained secure during washing. 

The result? Customers were happy with the improved design, showing the importance of giving CX a seat at the table in broader business discussions. 

“AI Agent empowered us to shift from being just a support team, answering tickets all day, to being an extension of our customers and their voice. We’ve always told our community to make themselves comfortable, and now we finally have the time to make sure they do.”

—Myriam Ferraty, CX Manager at Boody

The results: A 10% revenue lift, 99% faster FRT, and a CX-marketing partnership that builds brand trust

With the help of AI Agent and automation features, Boody achieved:

• 10% increase in revenue generated by support from real-time engagement 
• 26% of all customer interactions handled by AI Agent
• 99.88% faster first response times from AI Agent (31 seconds vs. 7 hours for human agents)
• 9+ hours decrease in resolution time within one month

Beyond these KPIs, Boody also strengthened its collaboration with other internal teams, like the marketing team. During weekly training meetings, the CX team shares customer feedback, which the marketing team uses to create content they know customers actually care about. 

Marketing and CX collaborated on a video campaign featuring real customers through UGC videos and product reviews: 

Next steps: Exploring Shopping Assistant

Boody is excited to explore Shopping Assistant to take the CX team’s impact to the next level. Through AI-powered product recommendations, cross-selling, and dynamic discounts, Shopping Assistant turns conversations into sales.  

Buying bras and underwear online is not always easy if you haven’t tried them on. For Boody, that translates into high volumes of pre-sales questions about sizing and fit. These are predictable questions that can easily be automated. But if you’re not there to answer instantly, you risk losing that customer for good. And it’s not just the sale you’re missing—it’s long-term loyalty and repeat revenue walking out the door.

“There’s a lot of potential for AI to drive scalable one-to-one conversations that lead to sales. We offer customized product bundles, so I’m really excited to have AI cross-sell and make recommendations based on what customers have bought before or what other customers are buying.” 

—Myriam Ferraty, CX Manager at Boody

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