What are Actions?
Actions are the objects, or containers, that hold the messages, marketing content, agent scripts, app alerts, and so on that you want to present to customers on your Touchpoints.
Actions use MXO's Eligibility Rules and logic to determine when it is appropriate to present an Action to a particular customer.
For example:
- Displaying a promotional graphic on a web page for a recognized over-50 home owner
- Sending a tailored introduction email about a Platinum credit card to a verified high-value customer
- Showing dynamic content about Flexible Loans to a default customer
- Displaying a list of the five best recommendations for a customer in an external system, such as your CRM.
MXO provides both online and offline Actions.
Online Actions
Online Actions display optimized content and promotions to customers in real-time, based on their current context. For example, a customer with an iPhone X browsing their provider's website may be shown an offer for upgrading to an iPhone 12.
Offline Actions
Offline Actions are used in two different ways:
- Push Actions push information about a customer's current context to a different Touchpoint, for example, when a lead is generated and pushed to an insurance companies CRM for follow up by a call center agent as a result of a customer filling in a quote form on their website.
- Completion Actions work in a similar way to completion activities, allowing MXO to flag a customer as having completed against a single Proposition if the associated Eligibility Rule evaluates to true. Completion Actions can be used to track completions against add-ons or specific items in a shopping cart where additional data is required to determine of a completion has occurred. For example, when a customer decides to purchase add-ons, such as breakdown or legal cover when buying a car insurance policy. These add-ons are not necessarily available to purchase separately, they may only be checkboxes on the purchase page of a website. The value of the checkbox (whether it is selected or not) determines whether or not a completion has taken place for that add-on.
Associating Propositions with Offline Actions
When specifying which Proposition to associate with an offline Action you can either specify a single Proposition or ask MXO to set the Proposition automatically. Setting the Proposition automatically allows you to use a single Action across different Propositions.
When setting the Proposition automatically, you must also specify which attribute MXO should use to look up the Proposition name at runtime. The attribute you specify must contain a value matching a Proposition code. You can capture the value to use as the Proposition code from a page element, URI parameter, or cookie value.
At runtime, when the Action is triggered, MXO maps the Proposition code to a Proposition name, ensuring the correct information is provided. For a Push Action this will determine which Proposition name is sent to the target system, for example, when a lead is generated. For a Completion Action, the customer is flagged as having completed against the Proposition matching the Proposition code.
You specify whether or not to set the Proposition automatically during the Action creation process.
For more information about creating and configuring Actions, see Create and Manage Actions.
Completion Actions and Activity Counts
After a customer fulfills the Completion Action for a Proposition, activity counts for that Proposition are reset to 0 (zero). This can impact the Arbitration process, as Actions you expect to be included in that process may be filtered out. For example, if you are prioritizing Actions based on interest, a customer may no longer meet the eligibility requirements if their activity count for a Proposition has been reset to 0 (zero).
