In this week’s eye-opening episode of the CX Mixer podcast, we’re busting myths and uncovering surprising truths about male consumers that will transform how you approach CX for men’s brands.
Ever wondered why some men’s brands have cult-like followings while others struggle to connect? Or why your male customers aren’t engaging the way you expected? Get ready to challenge everything you thought you knew about marketing to men.
From soap collectors to jewelry enthusiasts, we’re diving deep into the unexpected world of male consumer behavior. You’ll learn how top brands are tapping into the passions and preferences of their male audience in ways you never imagined.
Background and context
Meet our guests: Caela, Director of CX at Jaxxon, and Tess, Senior CX Manager at Dr. Squatch. These female leaders are at the forefront of shaping customer experiences for male-centric brands, offering unique insights into what really drives engagement and loyalty among male consumers.
What makes this conversation so valuable? Both Jaxxon and Dr. Squatch have cultivated passionate fan bases in niches you might not expect men to be enthusiastic about – jewelry and artisanal soap. Their success challenges conventional wisdom about male shopping habits and preferences.
Key insights and takeaways
1. The myth of the disinterested male shopper
Forget what you thought you knew about male shoppers. Both Caela and Tess emphasized that their male customers are far from simple or unengaged. In fact, they’re often more invested and communicative than you might expect. Tess shared a revelation that might surprise you:
“The modern man is someone who’s actually got quite a sense of humor… and do care about hygiene or at least want to care about hygiene, want to look good, want to smell good.”
This insight challenges the stereotype of the disinterested male consumer and opens up new possibilities for brands looking to connect with men. Are you underestimating your male customers’ desire for engagement?
2. The power of community in male-focused brands
You might be surprised to learn that men are building vibrant online communities around their favorite brands. Dr. Squatch, for example, has cultivated a passionate fan base that rivals some female-centric brands. Tess explained:
“We have Facebook groups, we have a Reddit group, we have groups everywhere. Whenever I go to conferences and I’m holding a Dr. Squatch badge, we have men just flocking to us.”
This level of engagement demonstrates that men are not only willing to participate in brand communities but are often eager to do so when given the right platform and products. How could fostering a community change your relationship with male customers?
3. The importance of education in the customer journey
Both Jaxxon and Dr. Squatch have recognized the value of educating their customers throughout their journey. From proper jewelry care to understanding soap shelf life, these brands are going above and beyond to ensure their customers get the most out of their purchases.
Caela shared a great example:
“I’ve had a customer before who they were like, ‘Yeah, I never got this chain wet, and it looks horrible.’ And so I said, ‘Well, let’s go through a few things…'”
This approach not only solves immediate issues but also builds trust and loyalty. Are you providing enough education to your male customers?
4. The role of AI in enhancing CX
While AI is a hot topic in CX, both brands are using it in thoughtful ways to complement their human touch. Dr. Squatch’s AI chatbot, Chad, has become so popular that customers often don’t realize they’re not talking to a human. Tess explained:
“What I really love about him is that oftentimes customers don’t even know he’s AI just because of how well trained he is by women.”
This shows that when implemented correctly, AI can enhance the customer experience without losing the brand’s personality or empathy. How could AI improve your CX while maintaining a human touch?
Challenges and practical advice
1. Overcoming gender stereotypes in CX
One of the biggest challenges these brands face is overcoming preconceived notions about male consumers. The solution? Dive deep into your data and really listen to your customers. Tess advised:
“The first thing we did was do our market research. Who are our customers and how do we tap into like a different type of marketing with them.”
Are you basing your CX strategies on assumptions about male consumers, or are you letting data guide your decisions?
2. Balancing self-service and personal touch
While many assume men prefer self-service options, Caela found that many of her male customers actually crave personal interaction:
“I think one of the myths is that the majority of men want, like, self-service or like easy ways of getting information or communication when those are some of the chattiest customers you could ever come into contact with.”
The key is to offer a range of options and let your customers choose how they want to engage. Are you providing enough opportunities for personal interaction with your male customers?
3. Leveraging reviews and community feedback
Both brands emphasized the importance of actively engaging with customer reviews and community feedback. This not only provides valuable insights but also shows customers that their opinions matter. Caela shared:
“We integrate Okendo into Gorgias, and my team’s able to respond to literally every single review, regardless if it’s good or bad.”
How could a more proactive approach to reviews and feedback transform your relationship with male customers?
Redefining CX for the modern man
This episode shattered many myths about male consumers and CX. We discovered that men are often more engaged, community-oriented, and willing to communicate than many assume. The key to success lies in understanding your specific male audience, providing education throughout their journey, and leveraging both human empathy and AI efficiency.
For brands looking to improve their male-focused CX:
Invest in building and nurturing community spaces
Focus on education and transparency throughout the customer journey
Don’t shy away from personality and humor in your communications
Use AI to enhance, not replace, the human touch in customer interactions
Ready to revolutionize your approach to male-focused CX? Listen to the full episode on YouTube, Spotify, or Apple Podcasts for even more insights and strategies from these industry leaders. And remember, whether you’re selling soap, jewelry, or any other product, the modern man is waiting for brands that truly understand and value him.
How will you challenge your assumptions about male consumers and transform your CX strategy? The opportunity for growth and deeper customer connections is waiting. Don’t let outdated stereotypes hold your brand back from reaching its full potential with male customers.
