What is CX Builder?

What is CX Builder?

What is CX Builder?

CX Builder (Customer Experience Builder) is a powerful self-service tool inside the Xilnex Portal. It empowers businesses to design, build, and automate customer journeys based on real customer actions and data, all without needing backend technical support.
Instead of relying on IT teams to create campaigns or manual processes to engage customers, CX Builder makes it possible for marketing or operations teams to:
  • Create automated engagement flows.
  • Personalize messages and rewards.
  • React instantly to customer behavior.
In short, CX Builder helps businesses:
✅ Improve customer engagement.
✅ Drive loyalty and repeat purchases.
✅ Save operational time and resources.

Key Advantages

  • No-code / low-code: Anyone can build journeys without programming knowledge.
  • Real-time personalization: Actions are triggered by real customer behaviors.
  • Independence: Marketing teams can launch and manage campaigns themselves, reducing dependency on backend teams.
  • Scalability: Once a journey is built, it runs automatically for every customer who matches the criteria.

CX Builder Functionality: Detailed Overview

In this section, we’ll explore each core function in CX Builder, what it does, and real-world use cases.

Starting Events:

Every journey in CX Builder must begin with one of these two starting events:
In CX Builder, there are two main starting events:
FunctionDescriptionPlacementExamples / Use Cases
Wait EventStarts a journey until a action happens/triggers.Usually at the start, but can also be placed in the middle to wait for a next action.Customer signs up, customer makes purchase > RM30
Automated EventStarts the journey based on a system-driven (daemon) check.Recommended only at the beginning of a journey.Detect birthday, detect inactive user

1. Wait Events


What it is: The starting point of a customer journey, based on real customer actions captured by the system.
How it works: You define what “event” triggers the journey to begin — for example, a customer making a purchase above a certain amount.
Example Use Cases:
  • Customer signs up for membership.
  • Customer spends over RM30 in a single purchase.
  • Customer redeems a voucher.
Why it matters: Wait Events let you design journeys that respond directly to what your customers actually do, creating more relevant and timely engagement.
Wait Events List
Wait Event
Description
Customer Signup in Loyalty
User successfully sign up as loyalty member (app/lite)
Apply Voucher Redeem Code In Loyalty App
User apply redeem code in loyalty to get voucher
Top Up Credit In Loyalty App
User topup credit in loyalty app
Login In Loyalty App
Login into loyalty account
Submit Feedback Form
Submit loyalty feedback
Upgrade Member Type Based On Lifetime Points
User got upgraded to certain Tier when they hit the lifetime points threshold set in backend.
Complete Sales
Customer purchase/make sales
Customer Sign Up In Xilnex Platform
Customer creation via POS/Xilnex Classic
Complete Loyalty Achievement
Customer/user complete stamps/achievements
Purchase Voucher Via Catalogue
Customer/User redeem voucher from voucher catalogue
Add Xcard Into Account In Loyalty App
When card added to user/customer/s account.

2. Automated Events

What it is:
These are system-triggered events that must be placed at the beginning of a customer journey. They automatically start the flow based on predefined customer data conditions and do not rely on real-time user actions.
Automated EventDescription
Birthday TriggerAutomatically triggers the journey on a member’s birthday. You can configure the journey to start on the exact date, or during birthday month
Dormant Users Trigger (Reactivation)Starts a journey for inactive members who have not made any purchases for a defined number of days. Ideal for win-back or “We Miss You” campaigns.
A journey that starts automatically based on system-driven checks (daemon processes) — instead of waiting for a live action.
How it works: The system runs periodic checks (e.g., daily) and triggers journeys when conditions are met.
Example Use Cases:
  • Detect if today is a customer’s birthday and send them a birthday voucher.
  • Identify customers who have been inactive for the last 30 days and send them a reactivation offer.
Why it matters: Automated Events help you proactively engage customers even if they’re not currently interacting with your business.

Important difference

  • Wait Event: Flexible — can be used to start a journey, or later in the journey to wait for another action before continuing.
  • Automated Event: Designed to only start journeys (e.g., daily birthday scan). Placing Automated Events in the middle of a journey is not recommended and can cause unexpected behavior.

Action Events


3. Trigger Actions

What it is: The “response” part of your journey — actions automatically triggered when conditions in the journey are met.
How it works: When a customer reaches this step in the journey, the system performs a predefined action.

Trigger Actions in CX Builder

Trigger ActionDescription
Send SMSSends an SMS to the customer (Make sure you alreaady have the SMS account setup)
Send EmailSends an email to the customer's registered email address.
Send Push NotificationSends a push notification to the customer’s app. (Only applicable for Loyalty App)
Send Email to Specified EmailSends an email to a custom email address (not necessarily the customer’s). Normally used for internal team alert
Tag CustomerAdds one or more tags to the customer profile.
Issue VoucherAssigns a selected voucher to the customer’s account.
Issue Accumulate PointsRewards a specific amount of points to the customer.
Issue Lifetime PointsAdds lifetime (tiering) points to the customer — used for tier level calculation, not spendable. Backend setup required.
Increase Journey CounterIncrements a journey counter value for the customer, useful for tracking repeated actions.
Top Up XCard CreditAdds XCard credits to the customer’s XCard balance.
Deduct XCard CreditDeducts XCard credits from the customer’s XCard balance.
Flush Accumulated PointsClears all accumulated (but unused) points of the customer.
Update Customer Active StatusMarks the customer as active or inactive.
Update XCard StatusSets the XCard status (e.g. Active, Expired, Suspended).
Example Use Cases:
  • Issue a welcome voucher after signup.
  • Grant loyalty points for a specific behavior.
  • Send an SMS, email, or push notification thanking the customer.
Why it matters: This is where the engagement happens — automatically rewarding, informing, or reminding customers, leading to higher satisfaction and retention.

Journey Counter

A Journey Counter in CX Builder records how many times an action happens, either:
  • Per Customer (Individual Count): Tracks how many times that specific customer has triggered the event in the journey.
  • Overall (Share Count): Tracks the total number of times all customers combined have triggered the event in the journey.
The system stores this count, and you can set a condition to check the number before deciding the next step.
Example:
  • Per Customer: If a single customer completes 5 purchases within 15 days → Send RM20 voucher.
  • Overall: If 1,000 redemptions are reached for a campaign → Stop sending vouchers.
Key points:
  • Can track individual or total journey actions.
  • Can be updated using the Increase Journey Counter action.
  • Useful for reward thresholds, campaign limits, or milestone tracking.
For more info on how to create a journey counter, please refer here: Loyalty Knowledge Base

Conditional Based Events

A Conditions Event in CX Builder is a powerful way to branch your customer journey into different paths based on data, behavior, or logic.
It helps personalize the journey and control who receives which offers or messages.

4. Conditions Event


CX Builder supports several types of conditions you can use to design smarter journeys:

Condition TypeWhat it checksExample Use Case
Journey CounterNumber of times the customer did something within this journey.After a customer makes 5 purchases in the journey, send a special reward.
Customer ProfileCustomer attributes like:
– Customer type
– Current points balance
– Created outlet		Send different vouchers to VIP vs. Regular members; give extra offer if points balance > 500.
Days of the WeekWhat day it is when the journey reaches this step (Monday, Tuesday, etc).Send special weekend-only promo if today is Saturday or Sunday.
Random Decision by PercentageRandomly splits customers by chance, based on set percentages.Run an A/B test: 70% get offer A, 30% get offer B.
How it works in practice
After starting the journey (with Wait Event or Automated Event), you can insert a Conditions Event to decide what happens next.
For example:
  1. Customer signs up →
  2. Conditions Event: Check if customer type = VIP
    1. If yes → Issue RM20 voucher
    2. If no → Issue RM10 voucher
Or:
  1. Automated Event: Detect inactive customer →Random Decision: 50% get SMS reminder, 50% get email reminder
Why this matters
  • Helps target the right customers with the right rewards.
  • Allows real personalization, making campaigns more effective.
  • Supports business strategies like segmentation, testing, and exclusive offers.

5. Wait Delays


What it is: A step that adds a pause in the journey before the next action.
How it works: You set a delay (e.g., hours or days) after an event before moving to the next step.
Example Use Cases:
  • Send a follow-up email 3 days after a purchase.
  • Send a reminder message 7 days after customer signup if they haven’t redeemed their voucher.
Why it matters: Wait Delays allow you to space out communication, making your engagement feel natural and not overwhelming.

How It All Comes Together

Using these building blocks, a business can create complex, fully automated customer journeys.
For example:

Customer purchase, tag customer, send rewards and notify customer

Wait Event: Complete sales- Customer makes purchase on certain product →Trigger Action: Tag customer→ Wait Delay of 3 days → Trigger Action: Send thank-you email→Trigger Action: issues a loyalty voucher→ End
All this can be done visually inside CX Builder — without writing code.


Birthday Rewards

Automated Event: Birthday (During Birthday Month) → Trigger Action: issues a birthday voucher→ Trigger Action: Send Email to Wish User→End

Detect customers purchase above RM50 more than 5 times a day and Notify Internal Team to check suspicious activities

Wait Event: Complete sales- Customer purchases more than RM50→ Trigger Action: Increase journey Counter→ Trigger Action: Send Email to Specified Email (to notify internal team to check any suspicious activities)→End


For more info on how to create a journey counter, you can refer: Loyalty Knowledge Base

Summary

  • CX Builder is a self-service tool to design and automate customer journeys.
  • Key functions include: Wait Events, Automated Events, Trigger Actions, Wait Delays, and Journey Counters.
  • These tools help businesses personalize engagement and reward customers automatically.
  • The result: more effective campaigns, happier customers, and less manual work.

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