Abstract: A computer-implemented method and an apparatus for improving customer interaction experiences determines one or more personas associated with a customer based on customer activity on a plurality of interaction channels. One or more persona profiles corresponding to the one or more personas are generated and maintained, where a persona profile is representative of a set of behavioral traits exhibited substantially consistently by the customer when inhabiting a persona. One or more customer interactions are correlated to at least one persona based on the one or more persona profiles, where the one or more customer interactions are conducted over one or more interaction channels. An intention of the customer is predicted based on the correlation of the one or more customer interactions to the at least one persona.