MXO ties together your customer insight, context and journey behavior to give you a single view of the customer. MXO then intelligently informs your interactions so you can deliver meaningful experiences at every step of your customers’ journey building long-term customer engagement.

MXO enables you to manage personalized, real-time conversations with your customers across all Touchpoints - web, mobile apps, call centers, social media, and outbound communications - throughout the customer journey.

You can listen to what customers actually do when they interact with your Touchpoints, capture that data to store in the customer profile, and optimize what you show to those customers when they visit your Touchpoints in the future.

Customer identification plays a key role, enabling MXO to recognize an individual customers journey across different Touchpoints and to gain access to existing customer data. The customer identifier allows you track an individual customer within and across all your Touchpoints and channels, providing a complete history of that customers interactions with your organization.

Customers using a mobile app or talking to a call center agent are easily identifiable. In most cases, they log on to the mobile app or go through a series of security questions before speaking to a call center agent that confirms their identity.

Customers visiting your web site may not be immediately recognizable. To identify these customers, MXO provides some simple logic that recognizes those customers and links them to existing back-end customer records, using the following steps:

1. Capture. MXO recognizes a customer and captures a customer identifier to use to get customer records relating to that customer. MXO captures the customer identifier by either reading the identifier from a cookie or from a URL parameter.
2. Use. MXO uses the customer identifier as part of the Data Adapter framework which provides a mechanism for accessing data sources and making that data available to applications.