How Psycho Bunny Scaled to $200M Without Increasing Headcount With Gorgias

Challenge: As Psycho Bunny rapidly scaled across global markets, its legacy support platform, Zendesk, failed to meet its needs. It lacked automation, data visibility, and core ecommerce integrations, driving up operational costs.

Solution: By switching to Gorgias, Psycho Bunny unified its support channels to get back to customers in minutes (not days), automated 25% of tickets with an AI Agent, and doubled revenue from $100M to $200M+ without adding headcount to the CX department. 

About Psycho Bunny

Psycho Bunny is a premium menswear and kidswear brand, loved by customers across the globe for its bold, statement-making apparel. What started in 2015 as a small startup has since expanded into an internationally recognized brand with 100+ retail locations and a thriving digital presence.

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Psycho Bunny has scaled significantly over the years, with 1,000+ employees and over $200M in annual revenue. 

“This year is our 10th anniversary. Psycho Bunny is 100 stores strong and we've scaled globally across the US, Canada, Latin America, Japan, and the Middle East.” 

—Jean-Aymeri de Magistris, VP IT, Data & Analytics, and PMO at Psycho Bunny 

The challenge: A legacy support platform that didn’t scale, drove up operational costs, and lacked essential metrics

As Psycho Bunny scaled rapidly, its former customer support platform, Zendesk, couldn’t meet its ecommerce-specific needs. Manual processes, a lack of automation, and poor data visibility drove up overhead costs from rising headcount.  

“Zendesk was a legacy tool. As we grew and expanded, we needed a tool that was better suited for Shopify, easier to manage, and offered better support to help us get the most out of the tool.”

 —Jean-Aymeri de Magistris, VP IT, Data & Analytics, and PMO at Psycho Bunny

As Psycho Bunny’s customer experience team grew from one employee to multiple agents, they needed a more robust system than email to manage all customer conversations and avoid duplicate responses. “When we first moved over from email to Zendesk, we were just trying to keep up with our growing ticket volume and answer customers in a timely manner,” explains Tosha, Sr. Customer Experience Manager. “We weren’t necessarily tracking any analytics.” 

“It got to a point where I couldn’t get the analytics I needed, and when you can’t look at the data, you don’t know how to staff your team throughout the year. It was essential to easily track FRTs and CSATs, which wasn’t possible with Zendesk.” 

—Tosha Moyer, Sr. Customer Experience Manager at Psycho Bunny 

Pyscho Bunny wanted a tool that:

• Deeply integrated with Shopify to maximize operational efficiency
• Had advanced capabilities to automate manual processes
• Provided analytics to support smarter decisions around staffing and optimization
• Supported them through onboarding, answering their questions 

The solution: Scaling CX without scaling headcount thanks to Gorgias and AI-driven support

To support rapid growth without adding complexity, Psycho Bunny migrated to Gorgias—an ecommerce-ready platform built for scale. 

The switch enabled their CX team to:

1. Work out of one unified platform
2. Harness automation and conversational AI 
3. Leverage data analytics to make smarter staffing decisions
4. Expand efficient support across its growing slew of retail teams

Onboarding an ecommerce-focused platform that consolidates CX

By migrating to Gorgias, a platform built for ecommerce, Psycho Bunny didn’t have to rely on expensive developers to create custom solutions, integrations, or workarounds. 

Psycho Bunny replatformed from Zendesk to Gorgias in less than a month, led entirely by the CX team with support from Gorgias’s onboarding specialists. With no downtime, the team migrated all historical conversations, tags, and Macros to Gorgias, creating a seamless customer experience. 

Bringing all of Psycho Bunny’s channels—email, live chat, social media, phone, and SMS—into one unified platform was one of the main drivers behind the migration. 

“Customers want to reach out on any channel and pick up the conversation where they left off. Whether they were talking to us on the phone and then reached out via email, we can’t have a fragmented experience.”

—Jean-Aymeri de Magistris, VP IT, Data & Analytics, and PMO at Psycho Bunny

Pyscho Bunny avoids overgrowing their team with AI Agent 

Since adopting Gorgias, Psycho Bunny has doubled in size, from $100M to $200M in annual revenue. More sales mean more incoming customer conversations. To keep the CX team the same size while revenue doubled, Psycho Bunny leaned into automation with an AI agent, affectionately named Lisa, that now handles 25–30% of tickets.

“As we scale, not having to hire and onboard full-time employees has been a game changer for controlling costs.”

—Jean-Aymeri de Magistris, VP IT, Data & Analytics, and PMO at Psycho Bunny 

Lisa helps Psycho Bunny manage CX spending by:

• Automating common questions like order status and returns
• Reducing the need for seasonal or full-time hires
• Letting agents focus on complex, relationship-building interactions that drive retention and repeat purchases

“With Lisa handling all of the questions that don’t need human attention, agents are free to help customers who need special notice quickly,” Tosha says. “For example, if a customer has a courier issue or their shipment is damaged, an agent can get to them quickly, resolve the issue, and make sure they’re happy and going to come back to shop with us again.” 

“A lot of customers expect Conversational AI now, and it’s helping us scale faster than ever. We’re automating the easy things like order tracking so that we can make better use of agents’ time.”

—Jean-Aymeri de Magistris, VP IT, Data & Analytics, and PMO at Psycho Bunny 

Data analytics enable smarter operational decisions  

As Psycho Bunny rapidly scaled, data visibility became a critical efficiency driver. By integrating Gorgias with their business intelligence tool, Snowflake, the team gained a holistic view of support operations—from CSAT scores to SLA performance—across every channel. 

“By cross-referencing our Gorgias data with insights around basket size, product performance, and store performance, we can inform broader business decisions. For example, we can see if a certain store location generated more tickets or how many incoming queries are about a certain product.”

—Jean-Aymeri de Magistris, VP IT, Data & Analytics, and PMO at Psycho Bunny 

Pyscho Bunny has layered customer experience data into its weekly, monthly, and quarterly reports. This allowed team leads to optimize staffing by aligning agents with the channels where they perform best, while also surfacing insights that inform broader business decisions. 

Elevating the in-store experience: Gorgias for retail store support 

As Psycho Bunny opened more retail stores in new markets, they needed a way to support their own in-store teams to empower them to deliver an equally great in-store customer experience. 

Previously, retail teams contacted multiple people across several channels to get the needed answers. “The main issue was they didn’t know who to go to for answers,” Andy Qi, Store & Head Office Support Lead, shares with us. “With Gorgias, there is one centralized system for all requests and questions, which makes it easier for everyone.”   

“Gorgias helped us set up our store support within the platform, which hadn’t been done before,” Tosha explains. “Now we have a full support system in there—they can chat with us through their tablet at the store, and we're able to answer those questions.”

“Using Gorgias for internal support has changed the game within our stores. They were very frustrated, and now they're very happy.”

—Tosha Moyer, Sr. Customer Experience Manager at Psycho Bunny 

Since retail teams ask different questions than shoppers, Psycho Bunny has a separate team that handles internal store support. They treat each incoming internal ticket the same way they would an ecommerce customer, prioritizing quick, efficient responses. 

By integrating Gorgias with their Shopify Point of Sale system, Psycho Bunny lets store reps contact them via email, chat, or phone directly from their handheld scanners. Retail teams can also access Psycho Bunny’s Help Center to help answer customer questions in real-time. 

Using Gorgias across their 100+ storefronts allows Psycho Bunny to improve its retail operational efficiency. In-store representatives are able to spend more time with customers and less time troubleshooting technical issues like POS and scanner malfunctions.

“If a customer is having an issue with a coupon code they want to use in the store, the store employees can call us through Gorgias Voice. We can then resolve the issue in the backend so that the employee can provide great service to our customers.”

—Andy Qi, Store & Head Office Support Lead at Psycho Bunny 

The results: Reducing the total cost of ownership of Psycho Bunny’s support function by 10% YoY

Psycho Bunny successfully scaled customer support without scaling costs, handling a 200% revenue increase with the same-sized CX team. All thanks to Lisa, their AI Agent. 

Lisa helped Psycho Bunny achieve: 

• 25% - 30% automation rate, handling repetitive questions across email and chat
• 1 minute email FRT, down from 5-24 hours
• Two fewer seasonal support agent hires during 2024 
• 10% savings in total CX costs YoY

Better data visibility also gave Psycho Bunny’s CX team the insight they needed for effective staffing placements and forecasting. By tracking each agent’s performance, they can assign team members to channels like Voice or Chat support based on their strengths, creating a more enjoyable experience for agents and customers. 

“We’ve seen the most impact from Gorgias through our customer service cost-savings. We don’t have to hire during the holiday season or backfill when natural attrition happens, because Lisa is there to help us.” 

—Tosha Moyer, Sr. Customer Experience Manager at Psycho Bunny 

Next steps: Exploring AI Agent for Sales as a virtual shopping assistant

As Psycho Bunny continues to scale, they’re eager to explore AI Agent for Sales to give Lisa even more responsibility. By enabling Lisa to handle pre-sales conversations, Psycho Bunny can offer proactive assistance, personalized product recommendations, and dynamic discounting that drives sales. 

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See how Gorgias can unlock AI-powered efficiency and cost savings as you scale.