AWS Aims to Improve Call Center Experiences

Amazon Connect Evolves with AI-Powered Updates

Amazon’s AWS cloud computing division is increasingly significant in the call/contact center industry. Its Amazon Connect, a cloud-based contact center service launched in 2017, is now utilized by major organizations such as Air Canada, Dish Network, and U.S. Bank for their customer support operations.

At the recent re:Invent conference in Las Vegas, Amazon announced several enhancements to Connect. These updates predictably center around AI capabilities, leveraging the Amazon Q platform.

From Voice-First to Omnichannel

Initially, Amazon Connect functioned primarily as a voice-only solution. The focus was on integrating AI into contact centers, prioritizing scalability and security – core strengths of AWS. Over time, the platform expanded its capabilities.

Pasquale DeMaio, vice president and general manager of Amazon Connect at AWS, explained, “We quickly added more features, achieving greater functional completeness.” The service now supports a wide range of channels, including chat, email (currently being rolled out), SMS, WhatsApp, and Apple Messaging for Business.

AWS designed Connect as a comprehensive, end-to-end solution. It is currently deployed by over 14,000 external clients, and also powers Amazon.com’s own customer service.

AI-Driven Self-Service and Agent Support

The latest features largely concentrate on enabling Connect users to construct AI-powered self-service workflows. These workflows are designed to manage routine customer service inquiries efficiently.

Previously, AWS utilized Q within Connect primarily to assist agents during customer interactions. Now, businesses can leverage the service to create self-service experiences directly accessible to customers.

To maintain conversation quality, AWS allows businesses to establish custom guardrails. These controls ensure conversations remain focused, minimize inaccuracies, and align with established company policies.

This automation aims to free up human agents to handle more complex and valuable interactions. Furthermore, Connect is introducing new AI-powered agent evaluation tools.

These tools are intended to help customer service managers identify performance trends, improve training programs, and ultimately enhance overall service quality.

Proactive Customer Engagement

Perhaps most notably, AWS is exploring the use of data and generative AI to facilitate proactive customer interactions. This could manifest as customers receiving assistance before they even initiate contact.

DeMaio stated, “The best customer service is often proactive.” He acknowledged that proactive service has historically been challenging to implement, but when successful, it can significantly improve customer satisfaction.

The latest Connect release includes tools for real-time customer tracking. These tools monitor events like flight delays, package transit issues, or upcoming subscription renewals.

Businesses can then segment customers and proactively reach out through the most appropriate channel. This approach aims to improve the customer experience and reduce the volume of inbound inquiries, potentially leading to cost savings.

Integration and a Measured Approach to AI

These capabilities are often powered by integrating various systems with Amazon Q Business. Conversely, third parties are also integrating AWS Connect into their existing contact center solutions.

For example, Salesforce has launched “Salesforce Contact Center with Amazon Connect,” which combines Connect’s core functionalities with Salesforce’s CRM solution and unified routing.

AWS explains that this integration allows companies to utilize a single routing and workflow solution for all channels – calls, chats, emails, and cases – ensuring efficient delivery to the appropriate self-service option or agent.

AWS recognizes that not all customers are ready to embrace generative AI immediately. DeMaio emphasized, “Customers want to avoid having AI forced upon them.”

AWS aims to allow customers to adopt AI at their own pace, utilizing it where it provides value while continuing to rely on proven technologies. In some cases, even traditional touch-tone systems may remain the most effective solution, such as when handling sensitive information like credit card numbers.