At a Glance

Morgan Yawger is the Customer Experience Manager at Hatch Collection, a premium lifestyle destination brand for women throughout pregnancy and motherhood. Offering beautiful, stylish, high-quality clothes, HATCH seeks to make women feel confident and comfortable, throughout pregnancy and beyond.

Who is Morgan Yawger?

Meet Morgan Yawger, Customer Experience Manager at HATCH Collection.

About Hatch Collection

Hatch Collection was founded in 2011 with the goal of helping women feel and look their best throughout their life, before, during, and after pregnancy. They offer clothes of all styles and types for women who want comfort, quality, and more. It’s about making sure that women everywhere have great fitting clothes and high-quality beauty products, no matter what stage of motherhood they’re in.

Morgan’s CX Journey

Morgan actually started her career working as a social media marketer and manager before joining Hatch Collection when the business was still small and new. With a background in Business Communication, the move into customer experience was a natural one, and she brought a sharp instinct for connecting with people from day one.

At the time, she was the only one on the customer service team, managing all of the tickets, systems, ops partnerships, and phones on her own. As the company grew, she was joined by an in-house associate, expanding the team's capacity on the customer service side. In time, Hatch acquired two additional companies, and with them, an outsourced call center that grew the team immensely.

At its peak, the outsourced call center supported between 10 and 20 daily agents across the expanded brand portfolio. As the business evolved and the additional brands moved outside of Hatch, the team restructured thoughtfully, retaining the outsourced call center partnership but calibrating it to two dedicated agents, keeping the support experience tight, consistent, and true to the Hatch standard.

The CX Team at Hatch Collection

So, what does the customer service team look like at Hatch Collection today? It's Morgan herself as Customer Experience Manager, alongside two remote agents based in Mexico who run the call center. Morgan is quick to point out that those outsourced team members are very much part of the Hatch family, not just contractors on the periphery. Morgan’s team are not the only one working remotely either, as Morgan is based in Miami while the company is headquartered in New York City.

When it comes to delivering for both her team and her customers, Morgan is committed to one standard: a premier customer experience. That commitment is rooted in context. As a maternity brand, Hatch serves customers at one of the most meaningful and emotionally charged seasons of life. When someone takes the time to contact customer service, the stakes are rarely small.

That's why Morgan's approach balances structure with empathy. Her team follows a standard operating procedure guide to anchor every interaction, but she's equally intentional about training her agents to know when to make exceptions, how to make things right, and when to escalate. The SOP is the foundation, but the premier experience is always the goal.

Choosing the Right Team

For Morgan, building the right team has little to do with experience in the maternity space. It comes down to empathy. Skills can be taught and systems can be learned, but the ability to truly understand what a customer is going through, step back, and help them get what they need is something she looks for from the start.

Once a new agent joins, the training process begins in earnest and it is more involved than most might expect. There is a detailed guide complete with key points, standard operating procedures, and important callouts. But Morgan is intentional about the fact that the guide is not meant to answer every question. It is meant to spark them.

New agents are encouraged to review the materials, sit with what they have learned, and come back to Morgan with questions. She also makes a point of sharing her screen and walking agents through live ticket responses, giving them a firsthand look at how she navigates situations across both the systems and the softer judgment calls. The goal is to give agents the confidence to step in and resolve issues on their own when the moment calls for it.

From there, agents move into drafting responses, which they review together with Morgan. It is a chance to assess how they are developing, refine their approach, and dig into the nuances of when to follow the playbook closely and when the situation calls for something more.

Even after formal training wraps up, Morgan does not see it as finished. In her view, the best agents are always in a learning mindset, continuously growing and adapting to do right by the customer at every turn.

CX Team Success Factors

Tracking performance is a natural part of running a strong customer experience team, and at Hatch it starts with the fundamentals: average first response time, CSAT scores, total response time, and the percentage of tickets relative to eCom orders. That last metric is particularly telling, as it helps Morgan and her team identify friction points in the customer journey before a purchase is even made.

Tag tracking adds another layer of insight. By analyzing patterns across tickets, the team can spot recurring issues, understand what customers are struggling with, and determine where responses can be optimized or even automated. At Hatch, automation handles the more straightforward inquiries like return processing timelines and shipping questions, freeing up agents to focus their energy where the human touch matters most.

The Best of Hatch Products

The products that Hatch offers are primarily attributed to pregnant women, but that doesn’t mean that’s the only time they can be worn. In fact, Hatch creates high quality products that are designed to last. And they’re designed to be cute and stylish before, during, and after pregnancy.

It’s not just about finding something that fits while you’re heavily pregnant or in the middle of your pregnancy. It’s about finding something that you love and that’s made to last and keep you comfortable, that you can wear for as long as you want.

Tech stack

What does it take to keep things running for Hatch? They use a variety of different platforms and systems, but primarily they’re using Gorgias and Loop for CX inquiries.

Gorgias provides account management, ticket organization, and analytics to help Morgan track performance and identify areas for improvement. On the AI side, Morgan prioritizes a premium, human-led customer experience – AI handles basic FAQs and simple inquiries, but human agents manage the majority of tickets.

One major reason for this, Morgan says, is that the company has taken a lot of care and time to create a streamlined process that answers a lot of questions and makes things simple for customers along the way.

Most customer inquiries fall into two categories – basic FAQs handled by AI, or complex issues routed to a live agent – ensuring customers get help quickly without unnecessary friction. Paired with Loop for returns and exchange management, it all comes together as a seamless, effective system.

The Future of Customer Service

What does customer service and the customer experience look like moving forward? Well, there’s no doubt that AI is going to be a big part of it. But it’s not the only important thing. Rather, Morgan thinks that the human connection and making sure that customers feel seen and heard is going to be even bigger.

So where does the AI come in? It comes in when we’re working hand-in-hand to use AI as a partner, and not a replacement.

Becoming the Best CX Leader

For Morgan, the answer is the same quality she looks for when hiring: empathy. Knowing your customer, putting yourself in their shoes, and advocating for them is at the heart of everything. When you work for a brand, you are ultimately working for the customer, and that means showing up as their voice, championing their needs, and making sure they walk away with the service and the outcome they deserve.