Jaxxon's Approach to Building a CX Team That Drives Brand Loyalty

Most CX teams are stuck in the same loop—answering tickets, following macros, and hoping customers don’t get too frustrated. But at Jaxxon, Caela Castillo is doing things differently. As Director of CX, she’s built a team that feels less like a customer service department and more like an extension of the brand itself.

In this episode of Above the Fold, we get into what it actually takes to create a CX experience that sticks. We’re talking about hiring for personality over process, using AI the right way (spoiler: you can’t just set it and forget it), and why CX deserves a permanent seat at the strategy table—not just when there’s a problem.

If you’re building a brand, scaling a CX team, or just tired of seeing customer experience treated as an afterthought, this one’s for you.

CX ≠ Customer Support

CX isn’t just answering tickets. It’s the entire brand experience. Customers remember how you make them feel, not how fast you closed a ticket.

Jaxxon just gets it. Their CX team isn’t just handling complaints—they’re making sure every interaction builds brand loyalty. No robotic replies. No dead-end conversations. Just real, human interactions that keep people coming back.

Building a CX-Driven Team

Most brands hire CX teams like they’re building a call center. Jaxxon said, “nah, we’re good.” Instead of hiring people who just hit reply and move on, they hire people who actually vibe with the brand. If you don’t have the energy to hype up a customer’s new chain like they just won a Grammy, you’re not making the cut.

And training? Forget the 200-page employee manual. At Jaxxon, new hires learn by actually talking to people. No memorized scripts. No “Dear valued customer” emails. Just real convos that make customers want to come back.

Macros Are a Tool, Not a Personality

Listen, macros aren’t the enemy. They keep things consistent and save agents from typing “Your order is on the way” 300 times a day. But if customers start recognizing them? That’s when it gets ✨cringe✨.

Jaxxon’s CX team uses macros as a starting point, not a script. It’s like texting—autocorrect is great, but if you’re not personalizing, you’re gonna sound like a bot.

Nobody wants to feel like they’re messaging an AI bot. Agents tweak, add personality, and make sure every message actually feels human.

AI Should Assist, Not Annoy

Everyone and their uncle is slapping AI into CX and calling it innovation. Chatbots are out here answering questions nobody asked, while customers are still wondering where their package is.

Jaxxon uses AI strategically instead of letting it run wild. AI helps CX teams work smarter. Not ghost customers with weirdly formal, unhelpful replies. And unlike most brands that set up AI and then forget about it, Jaxxon checks their automation. Because nothing’s more embarrassing than a bot confidently giving the wrong answer.

Why Data is Your Best Weapon

Some execs still think CX is just there to “handle complaints” (eye roll). Meanwhile, the brands that get it are using CX to drive retention, increase revenue, and turn casual shoppers into loyal fans.

The secret? Data.

But not boring “average handle time” data—the kind that ties CX to actual money. If you want leadership to pay attention, show them how CX impacts repeat purchases, churn rates, and customer lifetime value.

At Jaxxon, they track CX-driven revenue, not just support stats. Because when you can prove CX is making the company money? That’s when you start getting real budget.

The Future of CX: More Than Just a Support Role

CX isn’t just about fixing problems anymore—it’s shaping brand voice, retention marketing, and product development. It’s basically the influencer of the business world.

Think about it: CX teams know what customers love, what they hate, and what’s keeping them from buying again. Why wouldn’t they be involved in business strategy?

The best CX teams aren’t just waiting for problems. They’re out here making sure customers never want to leave in the first place.

Final Thoughts

The brands winning in CX are the ones treating it like an experience, not a chore. They’re hiring for personality, using AI as a tool (not a crutch), and proving CX is a business driver—not just a department.

Caela and the team at Jaxxon aren’t just answering tickets. They’re shaping how customers feel about the brand. And that’s what keeps people coming back.

If your brand isn’t thinking this way yet… time to catch up.