Inside the micro-moments where customers decide whether they buy now, buy again, or disappear, and how Jaxxon treats each one like revenue.

Hey everyone,

Welcome back for another bite to chew on.

A lot of brands talk about retention like it’s a post-purchase problem.They pour money into perks, points, and discount ladders, hoping customers will eventually come back.

But the brands that actually win repeat business? They’re doing something much simpler and much smarter. 

They’re winning customers before the first order even happens.

That became painfully obvious when we sat down with Caela Castillo, who runs Customer Experience at Jaxxon, the men’s jewelry brand you’ve definitely seen on Instagram.

Jaxxon doesn’t grow by bribing customers with 20% off. They grow because their CX team does something most brands don’t: they show up at the exact moments customers hesitate and give them the clarity they need to buy.

And when you do that consistently, CX stops being a cost center and starts behaving like a quiet sales engine.

Today we’re breaking down how Jaxxon pulls this off and the CX patterns any brand can use to influence conversion, improve second-order rate, and drive LTV without relying on discounts.

On The Menu:

Let’s dive in. 

You can watch the whole conversation with Caela here:

Listen on Spotify 🎧 and Apple 🍎 as well.

→ To learn how to build CX culture with authenticity, skip to 6:01 

→ Interested in what tools and processes turn customer conversations into conversions? Skip to 10:48 

→ To hear how JAXXON bridges the gap between CX and ops, skip to 20:18

Most teams still treat CX as a reactive function: Tickets come in, issues get resolved, and customers leave satisfied enough. 

That workflow maintains the business, but it doesn’t increase revenue. 

Jaxxon’s approach is different. Their CX team is designed to support the sales process, not just the support queue.

A meaningful number of customers reach out when they are close to purchasing but uncertain about the final decision. Jaxxon trains their team to close those gaps with simple product education. They focus on questions that influence conversion, including:

This level of clarity removes the hesitation that keeps people from checking out. When customers understand what they are buying, they convert more confidently and return less often.

The same logic applies to abandoned checkouts. 

When someone leaves mid-purchase, the team follows up by text or phone to understand what stalled the order. 

In most cases, the blocker isn’t price; it is uncertainty about a detail that wasn’t clear on the product page. A quick conversation addresses that hesitation and recovers the sale.

What makes this model effective is the quality of the response. Customers pick up on whether an answer comes from someone who actually knows the product. That recognition builds trust quickly, which is essential for considered purchases. 

Structuring CX this way turns it into a revenue layer. 

The team still handles support, but their primary contribution is reducing buying friction, guiding decisions, and influencing purchases customers are already close to making. 

Most brands are entering this week in survival mode. If your retention setup isn’t dialed in by now, the BFCM window has basically closed.

But December is still wide open and for many brands, it’s where the biggest retention marketing opportunity sits.

The fastest wins don’t come from campaigns. They come from fixing the email flows that run every day, for every shopper, without requiring a $20k agency bill.

That’s why the Fayt the Label story stood out to us.

A month ago, Fayt was blasting their entire list every day or two while their automated flows barely ran. They had two flows live (cart and checkout abandonment), each with a single email. Deliverability was sliding. Revenue was flat. Most shoppers never heard from them again.

Then they switched on Instant.

Instant rebuilt their retention system automatically, with AI-powered email flows featuring 3 to 5 touchpoints, personalized subject lines, and smarter send logic. Email volume scaled 46x, but only to the right shoppers at the right times.

The revenue followed. In 45 days:

With flows finally capturing revenue on autopilot, Fayt eased off constant campaign blasts. Now they send one or two campaigns a week while automated flows handle daily conversions.

If you missed the BFCM window, December is the moment to reset your retention foundation and start 2026 strong.

Instant can get you live same-day with 11+ adaptive email flows that begin converting immediately and adapt to each shopper in real time.

Book a demo by December 10 and get 50% off your first 60 days with Instant - run your retention on autopilot through the holidays and come back to a lift that compounds into January.

Once CX operates as a sales layer, the leverage comes from small moments where customers need clarity. 

Jaxxon treats these interactions as revenue opportunities instead of routine tickets. The goal is simple: identify the hesitation, resolve it quickly, and guide the customer to the right decision. The most impactful ones look like this:

1) Helping customers pick the right option

Every category has choices that create friction: size, color, flavor, bundle, model, strength, style. When customers are unsure, they delay or abandon. 

Brands that equip CX with clear recommendation criteria convert more shoppers on the first try. Jaxxon does this with chain lengths and widths, but the same pattern applies to apparel fits, supplement goals, skincare routines, electronics compatibility, or home goods dimensions. 

The outcome is the same: a confident choice leads to a completed order and fewer returns.

2) Recommending complementary products

Customers often know what they want to buy, but not how to get the most out of it. That’s where guided pairing works. 

When CX understands the customer’s goal, they can recommend the product or bundle that supports it best. 

This isn’t upselling for the sake of AOV. It is matching the product to the intent behind the purchase. 

3) Proactively addressing timing or fulfillment questions

Delays, out-of-stocks, customizations, and fulfillment constraints cause uncertainty long before the customer reaches out. 

Proactive communication keeps customers from churning or cancelling. It also reduces the emotional temperature of support interactions because expectations were set early. 

Jaxxon reaches out ahead of engraving delays. Other brands notify customers about restock windows, shipping slowdowns, or subscription timing adjustments. 

The operator pattern is simple: when you anticipate a problem, communicate before the customer feels it.

4) Personalized replies instead of fast replies

Fast replies are helpful. Contextual replies drive revenue. 

When CX looks at order history, preferences, browsing behavior, or past issues before responding, the customer feels understood. 

That level of recognition improves conversion and repeat purchase intent because the interaction feels intentional. A new shopper deciding between products needs a different answer than a returning customer replenishing their favorite SKU. 

Personalization is not a bonus; it is a revenue tool.

Across categories, these micro-moments determine whether someone buys now, buys again, or walks away. 

When CX consistently resolves hesitation with clarity and context, brands see higher conversion, stronger second-order rates, and fewer incentives needed to keep customers engaged. 

These moments are small individually, but together they form a revenue engine.

To make CX a consistent revenue driver, teams need tools that surface context, reduce repetitive work, and free agents to focus on conversations that influence buying decisions. These are the core systems most brands rely on:

Gorgias for customer context

Gorgias brings order history, past conversations, reviews, and product behavior into one view. With that context, CX can recommend the right variant, anticipate concerns, and give clear guidance instead of generic replies.

Okendo for insight-driven recommendations

Okendo shows what customers love, what confuses them, and which products they commonly pair together. CX can use those insights in real time to recommend the most-loved options or address common concerns before they become objections.

AI for repetitive work

Automation should handle predictable questions like order status and simple FAQs. This frees CX to focus on high-intent shoppers and situations where clarity, judgment, and product knowledge drive conversion.

Here is how to implement this quickly:

Small adjustments can multiply your results when your team focuses on the conversations that matter.