> ## Documentation Index
> Fetch the complete documentation index at: https://docs.masivo.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Customers

> Understanding how customers and contacts work together in Masivo's Customer Data Platform

# Customers & Contacts

In Masivo's Customer Data Platform, **Customers** and **Contacts** are the building blocks that create a complete picture of your customer relationships.

## What are Customers?

A **Customer** in Masivo represents a unique individual or business entity that interacts with your brand. It's your "single source of truth" for each person or company you serve.

### Customer Profile Contains:

* **Personal Information**: Name, email, phone number, address
* **Behavioral Data**: Purchase history, website visits, app usage
* **Engagement History**: Email opens, campaign interactions, support tickets
* **Preferences**: Communication preferences, product interests
* **Lifecycle Stage**: New, active, at-risk, churned, or loyal customer

## What are Contacts?

**Contacts** are the individual touchpoints that belong to a Customer. Each contact represents a specific way you've connected with someone.

### Contact Examples:

* **Email Contact**: Newsletter subscription
* **Website Contact**: Website visit with email provided
* **Mobile App Contact**: App download and usage
* **Purchase Contact**: In-store or online purchase

## How They Work Together

**Step 1: Contact Collection**

* Customer visits website → Creates website contact
* Subscribes to newsletter → Creates email contact
* Makes purchase → Creates purchase contact

**Step 2: Identity Resolution**

* Masivo recognizes these contacts belong to the same person
* Matches them using email addresses or other identifiers
* Links all contacts to create one unified customer profile

**Step 3: Complete Customer View**

* You see the full customer journey across all touchpoints
* You can provide personalized experiences based on their entire history

## Related architecture

* [Registration flow](/resources/data-architecture#registration-flow) — How signup creates the customer profile and wallet
* [Activity & events](/resources/data-architecture#activity-events) — How behavioral data enriches the customer record
* [Marketing & destinations](/resources/data-architecture#marketing-destinations) — How audience membership and automation use customer data
* [Privacy & consent](/resources/data-architecture#privacy-consent) — How consent controls profile use and deletion

## Next Steps

* [Set up Identity Resolution](/guides/CDP/unify/overview) - Configure how contacts get unified into customers
* [Learn about Events](/guides/CDP/events) - See how customer actions are captured
* [Explore Integrations](/guides/CDP/integrations) - Connect your existing tools

***

**Ready to unify your customer data?** Start building complete customer profiles that drive better experiences.