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1. Boody's in-house team of three oversees offshore agents across various time zones, providing round-the-clock assistance from six locations while maintaining centralised strategic control.
2. When hiring, Myriam places a high importance on empathy, flexibility, and curiosity. She looks for self-starters who can represent the brand's ideals while navigating delicate topics such as pregnancy and post-surgery products.
3. By integrating Gorgia with Shopify, Yotpo, Loop Returns, Klaviyo, and Rise, the CX infrastructure enables personalised support and achieves a weekly ticket automation rate of 25%–30%.
4. Through surveys and social media polls, Myriam views quiet times as chances for two-way contact, which resulted in their first community-driven product wear test.
5. By handling mundane tickets and query triage, AI assistant "Riley" frees up human agents to concentrate on intricate interactions and fostering deep connections with clients.
Myriam Ferraty manages a hybrid CX team of a handful of employees who oversee offshore agents in six different countries. She leads Boodywear, an eco-friendly bamboo clothing brand. When handling delicate subjects like maternity and post-surgery products, the team prioritizes empathy and personalization while leveraging Gorgias, integrated with their tech stack, to achieve 25–30% weekly ticket automation. Myriam sees AI as a tool for eliminating tedious tasks so agents can focus on building deep connections with customers. She hires for curiosity and adaptability rather than sheer efficiency. Through surveys and social polls, the team conducts two-way community dialogue during quiet times. Her philosophy centers on actively listening to customers, empowering teams with data, and maintaining human connection at the heart of CX even as technology evolves.
Meet Myriam Ferraty, CX Manager at Boodywear!
Boodywear is an eco-friendly clothing company that specializes in comfortable bamboo viscose basics. Established in Australia circa 2012, Boody has expanded from its regional beginnings to cater to more than 16 global markets. The company is especially well-known for its environmentally friendly take on daily necessities, such as maternity items and the newly introduced post-surgery bras for patients with breast cancer. Boody has made a name for itself as a pioneer in the sustainable fashion industry, with headquarters overseeing six regions: APAC, Australia, New Zealand, North America, the United Kingdom, and Europe.
Myriam's journey into customer service was entirely natural. Because she genuinely enjoys serving others, she has always worked in customer-facing positions. Her instincts for providing excellent customer service were naturally enhanced by the additional understanding of human behavior that her psychology degree offered.
It seemed reasonable to her to combine her love of fashion with her dedication to sustainable brands when a customer service coordinator position at Boody opened up four years ago. Myriam quickly became more interested in the strategic aspects of customer experience under her manager's guidance.
Being the voice of the consumer and holding that pivotal position inside the brand excites Myriam. "Every interaction is a chance to make our customers feel heard and supported and connected to the brand," she states. "I think it's just the endless possibility of helping shape the brand through every aspect of it, based on the interactions I have with our customers and the feedback and insights that we get on a daily basis."
She is especially intrigued by the opportunity to build enduring bonds and create memorable experiences with the Boody community. The company has the privilege to interact with consumers during significant life transitions by providing maternity items or post-surgery bras for breast cancer patients. Her true motivation is to engage with the community and create meaningful moments. Given her innate interest in technology and her familiarity with system backends, Myriam also finds pleasure in the technical aspects of CX work.
The CX team at Boodywear uses a hybrid approach. A few full-time team members work at the head office, including Myriam and a few coordinators who assist with operations management. In order to provide reliable, round-the-clock help in every market they serve, Boody collaborates with a small number of outsourced agents in various locations in addition to their own staff.
Boody operates on a hybrid model. The in-office team of three manages the offshore agents, who provide 24/7 support across Boody's six regions. This structure allows the brand to maintain always-on customer service while keeping strategic oversight centralized. The decision to use offshore agents was driven by the need for round-the-clock coverage across multiple time zones, ensuring customers in every region receive timely assistance.
One of Boody's strategic advantages is the physical proximity of its CX team to other departments. The team sits closely with digital, brand, and marketing colleagues, ensuring they're always aware of ongoing initiatives and can provide real-time customer feedback. The team also maintains strong connections with the product team, relaying feedback on products, as well as with operations and fulfilment. When issues arise or improvements are needed, the close quarters allow for immediate communication and quick resolution.
When building her team, Myriam prioritizes three key qualities: empathy, adaptability, and curiosity. Understanding customers and their needs matters more than pure efficiency.
Given the nature of Boody's products, agents need to navigate sensitive topics with care and embody the brand's values beyond just daily interactions. She looks for self-starters with a proactive mindset—curious individuals who are always willing to help and learn, but not simply yes-people. These lifelong learners need to be ready to engage at any part of the customer journey.
Boodywear leverages multiple channels to connect with customers, from organic social media to their Shopify-powered website. For Myriam personally, live chat stands out as her favorite communication channel for its instant connection and real-time answers. From a business perspective, it provides high conversion potential by helping customers make decisions in the moment.
Myriam's team keeps their metrics simple and focused on what truly drives improvement. Key metrics include:
For the coming months and years, Myriam has identified several key priorities:
Boodywear's CX tech stack is built around several key platforms:
Gorgias serves as their primary helpdesk platform. "We've been using Gorgias for three or four years now," Myriam notes. "It's really helped us scale to that international level that we wanted to achieve, but also streamline all the different channels that we use."
Other essential tools include:
Looking ahead, Myriam shares that "we have a bunch of new ones coming up in the next year, which we're all really excited about, that will help the customer journey." These include product and sizing tools for on-site implementation.
Gorgias's integration with the remainder of Boody's technology stack has revolutionized the company. In addition to centralizing management of all support channels and integrating with almost every component of their tech stack, the platform enables the team to personalize every element of the customer experience.
While Myriam didn't specify particular elements she'd change, her focus on upcoming additions, particularly product and sizing tools, indicates a continued commitment to reducing friction in the customer journey.
Viewed as a "beige"flag", neither good nor negative, but an opportunity, Myriam answers the question of what the customer experience looks like when customers aren't contacting you. "The first thing we do is make sure everything is working and it's not just an issue," she says.
These moments of reflection turn into opportunities to foster two-way communication, examine CSAT results and online reviews for insights, and focus on community involvement. "We were actually able to really focus on that community group that we have on our social channels, doing polls and surveys with them," she says. As an exciting development from internal testing, the results led to their first product wear test with community members.
During busy seasons like Black Friday and the holiday rush, Boody scales strategically. "We definitely scale up, mostly with our offshore agents," Myriam explains. Many of these agents have been with Boody for three to four years, bringing deep brand knowledge and experience through multiple busy periods.
The team also ensures the proper functioning of all processes, especially escalation procedures, to prevent any errors. Their AI agent, Riley, helps triage customer queries and handle one-touch tickets, ensuring the human team can focus on more complex interactions.
Regarding AI in customer experience, Myriam adopts an unbiased stance. She sees obvious potential in its use, even though she admits that it might be a controversial topic in the CX community. She sees AI as a tool to relieve teams of monotonous work so they can concentrate on deep connections and obtain insightful feedback, rather than as a substitute for human agents or teams. According to her, the future will involve both data-driven choices and AI interactions, but people will always be at the center.
Looking 5-10 years ahead, Myriam envisions a continued blend of AI efficiency and human connection, with humans remaining at the heart of business. She draws a parallel to the evolution of phone systems, from human operators to frustrating automated menus that made everyone demand to speak with a real person. People will notice if it's AI or not, and the desire for authentic human connection will remain central to customer experience, even as technology evolves.
For Myriam, CX teams must have a seat at the table. At Boody, the CX team participates in trade meetings and creative meetings, offering commentary on the customer service side while learning what's working across other departments.
Myriam's advice for fellow CX leaders is surprisingly straightforward: allocate time to actively listen to your customers, your team, and your data.
She emphasizes empowering teams to use data to better themselves and eliminate busy work. Having come from that background herself, she understands what it feels like to spend entire days responding to repetitive tickets. By using available tools to automate routine tasks, teams can focus on making a real difference for their community.
What's the 1 tool your CX Team couldn't live without? Gorgias. "It's such a great tool and it really allows us to customize every touchpoint of our customer's journey when they reach out to us."
What is the most important quality when it comes to hiring a new CS Agent? Empathy, combined with being a self-starter—someone who's curious and always willing to help and learn.
Favourite communication channel for support? Live chat. "It's not a phone call, but at the same time, it's not texting, and it's just as fast."
AI or no AI? AI, but as a tool to support human agents, not replace them.
Last book/podcast that you found interesting? "Unconventional Business" podcast by Kat, a local Australian/New Zealand show focused on customer experience, loyalty, and retention strategies.
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