Different customers require different services from organizations, and have varied knowledge about them. In order to catch custom, they must be presented with the product they need in the shortest length of time. Webbed MOOs are flexible enough to deal with adapting to customers from a variety of backgrounds, and can be given the intelligence needed to present appropriate information. In addition, webbed MOOs can glean information from the customer, aiding in the conducting of market surveys and increasing the feeling of proximity between the customer and organization. Gavin Bell .
Users have difficulties retrieving information from electronic information systems.
However they must know roughly what they are looking for, otherwise how do they know when they have finished. The act of navigation defines a search for information, from this it should be possible to create a model of the desired information. The MOO server can be used to implement flexible information systems, including hypertext. This can be used to allow the user personalised views of an information space. This model is formed by capturing the user's path of navigation.