CX leaders are under pressure to deliver seamless, technology-driven customer experiences. At a time when 74% of consumers desire support on different channels and the ability to switch between them effortlessly, organizations desire fresh tactics to facilitate the customer experience and build long-term loyalty and advocacy. 

Despite efforts and investment, customer satisfaction is not rising. The UK Customer Satisfaction Index (UKCSI), an indicator of overall customer satisfaction across the UK economy, dropped in summer 2024 to 75.8 out of 100 — 2.6 points below its high point of 78.4 in July 2022. 

Inadequate omnichannel experiences and high-effort digital and self-service platforms are causing friction in customer journeys, impacting satisfaction and response times. Agents and CX leaders lack detailed insights into customer behavior and prior interactions, so the customer experience is frustratingly generic and lacks context and personalization. 

Total Experience: Resolving a Disjointed Customer Experience

A 360-degree view of all customer interactions, driven by consolidated customer data and AI-powered analytics, is needed to meet consumer expectations. Total Experience (TX) analytics integrates all the channels and technologies customers use to engage with a brand. AI then delivers consolidated insights for contact centers and CX leaders to action. CX teams can create more consistent and personalized customer experiences using TX analytics.

Joulica drives a TX approach to CX with real-time insights, helping businesses identify friction points, optimize customer interactions, and personalize experiences to enhance satisfaction, retention, and performance. 

Joulica integrates with leading CX solutions from Amazon, Salesforce, Zoom, and other platforms. It provides a comprehensive overview of customer interactions across various channels and the consolidated data needed for accurate insights, enabling CX teams to deliver a superior customer experience.

Meeting the Needs of Modern Customers

Modern-day customers desire a cohesive experience when engaging with a brand, regardless of the channel or inquiry. They expect near-immediate responses to their questions, relevant information when self-serving via a knowledge base, website or app, and seamless switching between channels. With 70% of customers stating that they’d be willing to purchase more from companies offering convenient support across multiple channels, taking a TX approach to customer support in 2025 will create new growth opportunities, boost satisfaction, and increase contact center efficiency.

Omnichannel customer behaviour necessitates that customer support be accessible on multiple channels, and this demand will increase as more digital natives (Millennials and younger generations) gain more purchasing power. Only 37% of Gen Z report positive customer experiences when contacting brands, with their frustration stemming from long wait times, difficulty reaching agents, and ineffective chatbots. Notably, Gen Z is more likely to contact brands through social media and messengers such as WhatsApp, further cementing the need for an omnichannel approach to customer support. 

From the first moment of brand awareness to post-purchase, organizations can optimize the customer experience by leveraging data and AI to better understand a customer's needs and pain points. With Joulica’s TX analytics platform, customer teams have the contextual insights to personalize every interaction. For example, a customer who has previously browsed a bank’s credit products can be offered information and quotes related to this. 

Building a Total Experience Strategy

A Total Experience approach to CX will ultimately provide customers with a superior experience. Joulica’s TX analytics unlocks comprehensive insights into behavioral cues that agents can leverage for personalized interactions. The first step in transforming your CX is building a Total Experience strategy that covers your goals and vision, your current baseline (customer journey and available data), technology, and feedback mechanisms.

Your TX strategy will lay the foundation for exceptional customer experiences. Here are eight steps to guide your TX strategy development.

Step 1. Establish and Share Your Vision

Understand what you wish to achieve by adopting a TX approach to CX. Align your TX objectives with business goals. Where relevant, involve cross-functional stakeholders who will benefit from or influence your TX approach. For many CTOs and CX leaders, engaging with peers in marketing and operations can improve collaboration and information sharing across departments. The more functions that benefit from your TX insights, the more data-driven and informed your organization becomes.

Share your TX vision and goals early on with your customer-facing teams, who will implement the new TX approach. Engaging them at the start will increase the adoption of your TX analytics platform.

2. Map the Customer Journey

Document your current customer journey across all touchpoints to identify your data sources. Channels include contact centers (CC), unified communications (UC) systems, websites, mobile, social media, and offline. 

Consider the data collected from each touchpoint, including if it requires cleaning and processing before analysis. Joulica’s TX analytics platform helps you consolidate different data sources faster and more efficiently.

When mapping out your customer journeys, you may encounter new channels to consider for customer support. Consolidate the data these additional channels generate in your TX analytics tool so your overview remains up-to-date.

3. Invest in the Right Platform

Your choice of TX analytics platform can make or break your strategy’s success. Joulica’s platform helps organizations understand the customer journey, using AI-powered insights and recommendations to orchestrate contact center agents’ actions and personalize responses. It is optimized for business priorities like customer loyalty, customer effort, customer sentiment, and sales, providing detailed success metrics that you can use to inform future decisions. 

Joulica is a powerful tool that unlocks extensive customer insights through:

1. Omnichannel Integration: Joulica ensures smooth transitions across communication channels, such as contact centers, unified communications systems, websites, and mobile apps, preserving context for agents and delivering a cohesive view of customer journeys. 
2. Platform-Agnostic: Joulica integrates agnostically with any tools or platforms within the CX tech ecosystem, including UC platforms and CMS tools, giving you greater flexibility and adaptability in your technology choices now and in the future.
3. Hybrid Experience: Joulica bridges digital and physical touchpoints, ensuring a connected customer journey, whether customers engage online, through a mobile app, or in-store.
4. Comprehensive Customer Touchpoints: Joulica’s TX analytics captures insights from every interaction across the customer journey, enabling businesses to refine and personalize experiences from the first engagement to the loyalty stages.
5. Personalization: With AI-driven insights, Joulica delivers context-aware interactions, allowing businesses to anticipate customer needs and preferences for hyper-personalized experiences.

4. Incorporate AI and Automation

Most business owners (64%) believe AI improves customer relationships and enhances customer experiences. Joulica uses AI to orchestrate and guide team actions based on predictions of customer behaviors and needs. Using Joulica’s insights, CX teams can deliver highly personal and context-driven experiences when customers interact with your agents and self service applications. CX leaders can also improve operational efficiency with Joulica’s predictive analytics and actionable recommendations.

Joulica brings AI into customer experiences as it:

• Analyzes large volumes of data to create hyper-personalized customer experiences based on preferences and behavior — scaling personalization effortlessly for contact centers.
• Anticipates customer needs and trends by leveraging predictive analytics, allowing organizations to proactively address issues, tailor content, services, and products to predict customer behaviors, and make relevant product and service recommendations.
• Enables fast decision-making by providing real-time actionable insights (from conversation data, surveys, and website interactions), allowing businesses to respond quickly to customer inquiries and needs. Joulica enriches its analytics with conversational AI and voice of the customer feedback, resulting in customer journey analytics that capture customer intent.
• Frees up resources through routine task automation, allowing teams to concentrate on more strategic projects that enhance experiences. Joulica can also advise agents of the next best action based on a customer’s past interactions and current inquiry, leading to more positive outcomes and consistency in customer engagements.
  Empowers a team to keep improving with contextual insights and real-time feedback on live interactions.

5. Prioritize Data Privacy and Security

When handling customer data, be aware of local and national data privacy legislation, such as the EU’s General Data Protection Regulation (GDPR), which governs how data is stored and analyzed. Joulica’s platform supports secure, real-time data integration, safeguarding customer information.

6. Identify Improvement Areas

Joulica supports long-term improvements in your customer support alongside the immediate benefits that come with its real-time insights and AI orchestration as it surfaces metrics from your consolidated data, such as your Customer Health Score, Customer Sentiment, and Retention. CX leaders who invest in Joulica’s TX analytics can uncover areas of improvement and possible friction in the customer journey that require corrective actions.

7. Advance Key Performance and Success Indicators

With a more holistic and AI-powered overview of customer interactions, you gain detailed success metrics and health indicators more aligned with business objectives. Sharing critical insights on retention or digital-to-contact center transitions with your C-Suite peers will improve decision-making across your organization.

Some of the metrics that Joulica can provide your organization with are:

• Customer Sentiment Analysis: Joulica collects and analyzes data from customer interactions across all channels to gauge positive and negative sentiment in real time.
• Customer Health Score: This metric indicates how healthy a company's CX is. Joulica combines several indicators of customer sentiment and behavior to give a single score that reflects how well a customer’s relationship with a company is doing. 
• Customer Effort Score: Joulica predicts the ease with which a customer interacts with a brand or resolves an issue. The lower the effort, the greater a customer’s satisfaction and loyalty to a brand.
• Customer Retention Score: Joulica predicts this to provide the percentage of customers who are likely to continue to engage with a brand. 
• Voice of the Customer (VoC): This customer feedback on your products, services, and brand can be consolidated through surveys, social media, online reviews, and other channels. 
• Net Promoter Score (NPS): This measures customer loyalty and their likelihood of recommending your brand by analyzing survey data across the end-to-end customer journey.
• Agent Satisfaction: Joulica can track agent performance and sentiment to understand the happiness of your contact center team and spot areas for improvement.

8. Iterate and Improve

As your TX strategy gets underway, build in regular retrospective sessions to gauge the performance of your strategy, processes, and technology. Measure key metrics such as customer sentiment, retention, and sales quarterly or bi-annually to understand the business impact of your TX strategy. Since Joulica provides real-time analytics, stakeholders benefit from live insights and business processes can adapt to rapidly changing dynamics.

The Benefits of a TX Approach

Organizations that take a TX approach to CX will experience immediate and long-term benefits, such as retention, sales, and contact center efficiencies.

Holistic Insights into Customer Touchpoints: Gaining a 360-degree view of your customer journeys allows you to make data-driven decisions and improve processes. You can spot friction points in the customer journey that could negatively impact retention, sales, and satisfaction. Through Joulica, complex journey data becomes actionable insights for your customer teams, making every interaction feel personal, even if they switch between contact channels. 

Hyper-Personalization: Personalize customer experiences to meet individual needs based on a customer’s past interactions and behaviors. Joulica consolidates data, revealing hidden trends and patterns that may have been missed, allowing for more personal agent-customer discussions that delight and surprise customers.

More AI-Driven Actions: Joulica can advise and orchestrate team actions based on contextual cues from customers and their past interactions. Examples include directing an agent to engage with a customer on a more preferred channel or providing detailed information on a product that a customer had previously viewed on a company’s website or app. 

Integrated Data for Better Decision-Making: Combining all possible CX data sources into a single point of truth makes it easier to uncover insights and trends that will impact your team and strategy’s future success. Nothing is missed; you only have one place to look for detailed insights into customer health, satisfaction, agent performance, and more.

Detailed Performance Measurement: Joulica's analytics can evaluate customer satisfaction and loyalty, determining how well your TX strategy performs and how healthy your customers’ experiences are. These insights help identify the actions that need to be taken, prioritize specific customer journeys, and can be customized based on your business needs.

Continuous Improvement Opportunities: Real-time, data-driven feedback delivers the insights you need to improve your products, processes, and team. Joulica highlights essential metrics such as customer sentiment and Customer Effort Score, which CX leaders can use to boost team performance and prioritize customer journeys.

Potential Obstacles and Pitfalls to Avoid

While implementing your TX strategy, be aware of challenges hindering your progress. Common obstacles include siloed data, which occurs as an organization adds more contact options and technologies. Breaking down your data siloes between channels will uncover valuable hidden insights that will quickly improve your customer interactions and agent effectiveness. Joulica makes this simple by integrating with leading CX technologies such as Amazon and Zoom, using AI to analyze consolidated data, and delivering relevant insights to customer teams. 

Scaling customer experiences across different touchpoints is another common challenge that CX leaders face. Investing in a TX analytics platform that consolidates all insights, including contextual and behavioral cues, in a single source of truth will help customer teams personalize experiences on every channel that a customer engages with. 

Real-time feedback supports customer teams in delivering the best customer experiences. Joulica uses AI to recommend the next best actions to customer teams, offering superior, personalized interactions at every touchpoint.

The Future of Customer Support is Total Experience

As customer expectations evolve, delivering a fragmented and inconsistent experience is no longer an option. Joulica’s TX analytics platform combines crucial data from disparate channels and technologies to provide a broad overview of the entire customer journey. Using the insights and AI-powered recommendations from Joulica, customer teams can personalize every customer interaction. 

Starting today, you can transform your customer journeys into the comprehensive, data-driven experience they demand. With a TX approach and the right TX analytics solution, your organization will foster long-term customer loyalty, leading to growth and market leadership.