JAXXON handled four times the call volume without changing the customer experience:
- 45,000+ customer calls handled by Flip since launch
- Inbound call volume nearly quadrupled from ~11,000 to 45,000 annually
- Automation increased from 23% → 42% as Flip scaled with the business
- Thousands of support hours returned to the CX team
- 24/7 phone support enabled for order tracking, product questions, and returns
At JAXXON, Director of Customer Experience Caela Castillo thinks about the customer long before a question is asked.
Her role sits at the center of the experience: where discovery, purchase, and support all eventually converge. That responsibility stretches across the organization, touching operations, logistics, retail, and the systems that support them.
“The customer’s experience is my main focus,” she said. “What can I do to make the customer experience better from discovery all the way through to post-purchase, so I tend to wear a lot of hats.”
JAXXON is best known for its men’s chains, though the catalog has expanded over time to include women’s jewelry, bracelets, and watches. As the brand has grown, so has the number of ways customers interact with it.
Nowadays, many conversations begin through social platforms like TikTok or Instagram, live shopping, and direct messaging. Customers often reach out wherever they already spend their time.
Eventually, however, they call.
“Contrary to popular belief,” Caela said, “people do want to talk to you on the phone.”
As volume increases, those calls become harder to absorb.
“What Am I Going To Lose?”
During the last few months of the year, pressure on the phones becomes increasingly visible. Orders climb as customers begin preparing for the holidays, and questions arrive all at once.
Where is my order?
When will it arrive?
Can I return this?
Each call requires attention and each caller expects a resolution.
As JAXXON grew year after year, the number of calls each holiday season only accelerated. In 2022, the team began exploring ways to support its customer experience operation without fundamentally changing how customers interacted with the brand.
Around that time, they were introduced to a small company called RedRoute (baby Flip!).
“We were recommended by another company who said, ‘I think you’re going to really like these people. They’re going to help you.’”
The idea was unfamiliar – voice AI was still new territory, and Caela was cautious.
“I’m one of those people who does not like the robotic sound of those kinds of phone systems,” she said, but the early conversations with the Flip team felt different.“I realized, ‘What am I going to lose?’” she said. “Sure, we can set this up – we’ll trial it. If it doesn’t work, okay. But if it does, it’s going to be a really big help for us.”
Quadruple The Calls
Once the team decided to move forward, getting started proved far simpler than Caela expected.
“Honestly it was so easy,” she said. “I don’t remember any lift on my part. I gave some permissions, had a couple conversations, and it was set up so quickly and easily.”
The system quickly began to manage some of the most common reasons customers called, through integrations with Shopify, Gorgias, and Loop Returns.
“The biggest thing Flip handles right now is order tracking,” Caela said. “Customers just want to know where their order is, when to expect it, or if there’s any issues with availability.”
Beyond order updates, Flip also helps answer product questions, explain the returns process, and provide support outside of standard business hours.
“It really allows a more advanced 24/7 setup for us,” Caela said.
As JAXXON continued to grow, so did the volume of calls coming into the business. Since 2022, inbound call volume has nearly quadrupled, rising from just over 11,000 calls annually to more than 45,000 in 2025.
During that same period, Flip steadily absorbed a growing share of those conversations. Automation rates increased from roughly 23% in the first year to more than 42% today.
In total, the system has automated over 45,000 calls since JAXXON took a risk on Flip.
Part Of The Team
Initially, the impact appeared in small ways.
The phone rang less often, and routine questions disappeared from the queue.
“Now that we have Flip, and we’re not answering as many routine calls, my team has so much more time to focus on more challenging customer issues,” she said.
Instead of answering the same questions repeatedly, the team can now spend more time building relationships with customers and supporting broader initiatives across the brand.
Flip now operates as a functional extension of JAXXON, as Caela explains that “Flip is there to be a part of our team and not something separate.”
As JAXXON continues expanding into brick-and-mortar retail, Flip has expanded with them. The same system now powers store phone lines as well, extending the same customer experience beyond eCommerce.
Ultimately, the tens of thousands of calls handled by Flip represent over 5,000 support hours that would otherwise require additional staffing.
Thinking Past The Phone
As Flip took on more of the routine conversations, Caela found that the mix of hats she wears has shifted.
Instead of focusing primarily on managing incoming volume, she could spend more time thinking about how the brand connects with customers and where the experience could evolve.
“Working with the Flip team has changed my role in ways that make me think differently about how we connect with customers,” she said. “How are we meeting them and their needs?”
For Caela, the biggest shift is the ability to think creatively about the future of customer experience instead of constantly reacting to operational pressure.
“Flip gives me a little bit more freedom to be creative and see how we can work these things out.”
JAXXON adopted Voice AI early, at a time when many brands were still unsure about introducing automation into the phone channel.
For Caela, the decision was never about replacing the experience she had worked to build.
It was about protecting it as the company grew.
Today, the number of customers and the number of conversations has grown tremendously, but the principle that guides Caela’s work has not changed.
She still thinks about the customer journey long before a question is asked.
The difference now is that when the question finally arrives, the answer is already waiting.
