Orchestration
MXO's engagement philosophy centers on two core principles: understanding customers and tailoring interactions to their unique needs and objectives. By integrating real-time orchestration and journey analytics, MXO empowers you to deliver personalized experiences at every customer journey stage, through all channels and touchpoints. This is achieved by synthesizing comprehensive data on customer behavior, interests, feedback, demographics, journey stages, and segments to determine and execute the most appropriate customer response, both in real-time and post-interaction.
Types of Orchestration
- Online Orchestration
- Real-time adaptation of the customer's experience during interaction, enabling the provision of next best actions or experiences across various platforms such as websites, mobile apps, and contact centers.
- Offline Orchestration
- Asynchronous updating of customer data in external systems; including email, SMS, or push notifications, for personalized messaging. It also encompasses CRM record updates, lead generation, and modifications to other non-customer-facing systems.
- Audience Activation
- While not strictly orchestration, it involves pushing an entire audience to a destination system for large-scale engagement, such as adding customers to marketing campaigns.
Leveraging Signal Data for Enhanced Customer Engagement
MXO captures and stores customer data and events in a profile and a journey-aware event history. This data, enriched with real-time context and external system inputs like CRMs and CDPs, enables highly personalized interactions. Moreover, it enhances segmentation, optimizing the orchestration of customer engagements.
