Introduction to Data-Driven Customer Engagement - Level 100 (United States)

Hi there, I'm a senior developer Advocate at Amazon web services in this session. We're going to talk about creating engaging customer contact center experiences Power by Amazon connect several other a w. S a i m l and compute services. Here's the agenda for today. It looks at the opportunity. That's ahead the pillars of Excellence around customer experience. How customer engagement and customer experience has viewed and executed Amazon will introduce Amazon connect, and I'll provide an overview of the eighth of Us customer experience portfolio.

And we'll look at the future of what customer engagement looks like the target audience for this session. Are people that are new to Amazon connect folks that are non-technical business, users, and team leaders. And generally anyone who was initially reviewing the move to AWS for contact center as a service and for those wanting to leverage a w. S c c x for their customer experience initiative. So the opportunity is there an interaction in an execution we will continue to focus on our customers and our biggest challenge will be how do we adapt to

their expectations? Largely due to the continuing evolution of advances in digital Technologies? So, what is customer experience? This is Amazon's view, it's not necessarily everyone's view, but there are some common themes that we look at around the retention of customers things like minimize churn will, also seek to grow customer lifetime value. Since that, essentially allows us to continue to grow and we leverage. The Loyalty were able to Garner from our customers to you and that allows us to continue to grow with more customers. So another words

excellence in customer experience will drive, positive, customer, advocacy and loyalty. The key message. Is that you have many types of customers who use Amazon connect. Could be one user to be tens of thousands of users but you have the opportunity to Leverage The Innovation that takes place on a platform across the world that may be influenced by customer such as those that you see here today. Are 175 plus products on the AWS Cloud process within a w. S ensures that all the ongoing Innovation on AWS specifically. Amazon

connect will be available to those organizations who choose to use Amazon connect with your one user or whether your 10,000 users. So, what we've seen is that creating meaningful experiences as crucial 89% of marketing leaders. Expect that customer experience will be their primary basis for competitive differentiation. What we've also seen in one particular report, which is the KPMG customer experience, Excellence report, looks at 60 pillars or attributes that are clearly demonstrated by those organizations Who deliver CX. Excellent.

These are personalization Integrity, expectations, resolution customer, effort, and empathy. Let me bring you to specific attention on personalization and customer effort. These two have been the Hallmark foremost. Customer engagement, customer experience practitioners for lease. How do we make engagement between business days agents and its customers as personalized as possible? And how do we remove the effort that exist? So that we ensure that both the customer experience and age and experience is at its highest

level in frictionless, the six pillars of Excellence. Here take away is listed in front of you. The one that I would like to bring the most attention to its Point. Number five, a mechanism for prioritizing and sequencing in the customer experience, implementation in terms of how you then look to a w s and specifically Amazon connect to deliver CX excellence in your organization. This is how we think about customer experience and Amazon, our mission, as most of you may know, he's to be Earth's, most customer-centric company. We can are

amazon.com business. There are six key customer service tenants that they abide by or here too. And these sticks tenants were aligned to the pillars of Excellence. That was reported for the KPMG report sent earlier. So we've been let Wesley advocate for a customer's. We Trust our customers, we treat their time and attention is sacred. And then we head into these personalized and peculiar experiences removing the effort. And finally, we have a point around eliminating that customer effort through the sequential systematic approach, elimination, self-service

Automation and support from an expert associate, again talks to that personalization and effort piece of the pillars of a Amazon connect today, supports millions and millions of customers around the world across many countries and dozens of languages, which is supported by 70,000 customer service. This is a reflection of our continued focus on being Earth's. Most customer-centric company even though we're online About 13 years ago. We were faced with a challenge around the technology that was available in order for us to deliver to these customer experience

objectives. And these aren't too dissimilar to what you're all probably facing today. We're now at a point where we're trying, as mentioned earlier to continue to adapt to the changing demands of customers. Yet we're someone burned by a current Legacy Solutions and the cost associated with those Legacy solutions to meet those expectations as we were no different. 13 years ago I couldn't find a solution in the marketplace to meet our expectations. Because what we were looking for was something I could scale. We knew that we were going to scale exponentially or at least we had a

view to that and we knew it had to be reliable because as you know, the customer experience in customer engagement reliability is key. They had to be open because we knew that Technology's were emerging that we need to leverage in order to deliver it to the personalization experience, an overall, it had to be simple our environment look like this, this was a customer engagement Challenge and no doubt is very similar to some of those were listening today. There's a number systems. Have been acquired for many, many years to deliver to ever changing expectations from customers. As a result

in order to make them work, they've been brought together with an intricate web of Integrations across various systems. And then what's happened is the ability to innovate and interact with these platforms has brought us into a period of stasis over the last few years. This is what we also looked at 13 years ago when we decided at Amazon. The only way to address this is to build it ourselves and what we was and still is called gacd jcd. The underpinning platform that supports the Amazon retail environment. We built Jason need to deliver to that Simplicity that

reliability, that's scalability. Challenge, customers run, five years ago and wanted to explore Amazon was able to deliver over the last decade. Excellent. Customer experience. Wanted to see what was being used. And was being used, was very much proprietary to Amazon. Never be offered to those customers who are speaking used to it. Again, being customer focused on our product releases. What did we decide to do? we released the market early 2017, Amazon connect It's a similar platform to what's the point of a amazon.com environment. And its one application,

very simple with skills bass routing self-service, ivr call recording chat and Reporting. It isn't easy to use cloud-based contact center solutions that will scale to support any business of any size and it will grow according to the needs of your business. Inheriting Amazon connected skills-based, contact running. All calls are recorded inbound and outbound their standard real-time and historical metrics available within Amazon. Connect, the quality of voice is delivered through webrtc and most recently. Amazon connect gain the ability to

deliver both synchronous and asynchronous messaging. We talked about five steps, 5 minutes, and this is a short demonstration on how easily those 5 steps are in order for you to You can still use there's an Amazon connect link to an existing directory single. Sign-on. You would then configure an administrator account. Now that you can figure it administrator the next step is to configure the telephone, the options for your instance. You can configure your data

storage and encryption options. After reviewing your settings, click the create instance button. When you search for access our side on www.amazon.com connect, what you'll see and enter into if they get started button, and this is where you'll land the five steps in the first epic identity management. You can set up how the users are stored in Amazon connect. You could link it to an existing directory or you could use some oil for single, sign-on for your contact center. And of course, you can configure an administrator account within

Amazon connect, there are telephony options that you can pick and choose just either inbound or outbound or both and all those interactions that are taking place within connect will be stored in an S3 bucket, which is available by default and fully encrypted. You better do your settings, click the instant button, and then you're ready to go. The next step after this is the claim your number and it's as simple as that to get started on your first Amazon Connect contact center as a service. The simplified is the first starting point in really getting familiar with what's possible and Amazon

connect, it is configurable as opposed to heavy coat and these configurable boxes within the context of designer or the actions that you can do in real-time how calls are handled through that contact. Slow process talks to bring together some of the key Services Associated to customer experience but available as discrete services on AWS Cloud. We looked at delivering a data-driven a I enabled CX capability where customers can engage with their customers in a more intuitive and Leverage. The Machine learning strengths of AWS to deliver

improved outcomes for customers through predictive insights. This is because we've seen it will continue to see ever-increasing collection of data, yet less than 1% of that data is used in some way shape or form to an able their engagement with businesses, to be a frictionless and as easy as possible. And today, over three-quarters of customers have not been engaged with their supply organization, that they're dealing with. So, the eighth of US, Congress portfolios, looks like this and I'll go through

a reflection of password option. First and foremost at the very top of Amazon connect, which is, as I mentioned, the omni-channel contact center as a service all calls are recorded inbound and outbound. There's no telephony Carriage to be provisioned, it's part of the service. And it also has a highlight service fee of only 1.8% USD per connected minute. It's fully consumption-based pay-as-you-go, there's no license thing, there's no sense of cost and it showed earlier five steps, five minutes, going with Amazon, connect contacts, in terms of service

easily. The first one is obviously, I'm done, which is an event driven service Computer Service. Especially think about all the challenges associated with telephony integration today in your contact Centre in customer experience. It'll be a standard will remove that complexity and difficulty that allows you to access multiple sources of data. So long as they're open and available to deliver to those personalized experiences that you would come to expect. Amazon Polly is a dynamic text-to-speech service with 59% has and 28

languages is the first step into making an automated experience at the very front end of your traditional ivr interactive voice response service. Amazon Alexa, that second phase natural language, understanding where you can have customers respond to Amazon poly and an Amazon connect to drive at ivr experience. And they're the first for that we've seen adoption most commonly in the first phase of implementation as you evolve with Amazon connect. You can leverage other services like Amazon sagemaker for prescriptive, tooling for machine learning modeling Amazon, translate

that tool can be leveraged inside, connect to translate services from voice to text, Alexa for business, at home engagement with your organization. Should you seek that for your customer experience strategy, down street? Amazon, pinpoint is a push notification capability to mobile apps SMS, email voice, The Voice analytics, built-in waste, do that in as an emerging service capability, where you look at and what price of ways of contacting your customers within the Amazon connect

platform Amazon transcribe and Amazon comprehend, or a brother and sister act Amazon transcribe, automatic speech recognition from transcribing voice to text and Amazon comprehend is the natural language processing of keyword matching and sentiment analysis. Incredibly powerful when it comes to delivering a highly regulated, highly structured delivery of your information to customers that you're engaging with Amazon personalized is where we leverage that intelligence to Venn predict what the next best action should be. It could be a transfer to a team leader could be a presentation of

knowledge article. Whatever is appropriate based on what has been derived from that interaction and last but not least Amazon Kendra, it was released in December, 2019 for Enterprise search and its machine learning, powered Knowledge Management and it was incredible development Frost in 2019. Let me type a little bit into the Amazon connect service itself from a demonstration of some of the things that are possible. Hi, Nikki Wolfe. I apologize that your flight was canceled. I can rebook you for the next available flight. Departing at 10 p.m. would you like to

book that now I'd rather rebook for the same time. Tomorrow is that possible that's white is available to partying at 9 a.m. out of San Francisco arriving in Seattle at 11:45 a.m. I can book you an st-12. See it's an aisle. Would you like me to do that? Yes, thank you. Automation is usually the first step when we talked about the first four components and this is an example of where on the left is an entry point for Amazon, connect the incoming customer call. Gena V based on fear and content. Or in this case, flight booking

system leveraging Landa & Landa Smith from Amazon poly and Amazon poly is influenced by what attributes have been collected in these systems. It could be a billing system could be an IT service management system. This human interaction here, leverages natural language understanding and my son likes to drive the next part of the engagement, which is an answer or response to the first step in the process. And as you can see everything, Polly real-time text to speech, you can change this as appropriate. It is intelligent enough to pick up that tomorrow, is that

specific date and that specific availability based on the Integrations that have been taking place at the very beginning with a flight. Sync system in this example. And then it closes. This example has been done many, many times over routine, use cases to simplify the process, enhance the agent experience, and reduce costs. We've seen organizations Drive costs down at least 50% and the TCO benefit can be anywhere up to 10 times value. Let me quickly go through. Also show directionally

where we're headed, Amazon connect chat was released around September or October of last year and this has been one particular development. That is different. Every other chat product on the market And the reason why it's fundamentally different, is it uses one interface to build out the chat experience? Normally, will you would face if you're introducing chatting to your environment, your contacts, close your content, it will need to be either duplicated or reach rated for the chat experience. Even though you've already built it for the voice experience, but what we've done is put it

within. If the Amazon connect framework and allow you to leverage the same contact, flows less bought Q's dashboards theme is built within Amazon, connect your voice, and then you just apply that to chat. And this is how it looks to a person who's configured it in the contacts Low designer. You follow the bouncing image of The Voice or the handset. This is a voice part following the contact flow that you've designed by ticking the chats election within Amazon. Connect, you can have the chat box to follow the same process. So when you have is a single unified voice and chat, customer

Journey, agent experience is also unified. So I'm using the side Amazon Connect contact control panel, you can view both interactions that are taking place within the chat as well as having your telephony features available to, you should use that invoke. The need to have a conversation with a person on the chat platform announcement. That happened in 2019 of significance is contact lens for Amazon connect. It brings together the nwscc export into the Amazon connect framework and it is in a previous stage at the moment. But it's a clear indication

of where we're headed directly with Amazon connect bringing together, the AI and Emma. Services that we've seen in the interviews cognitive CX portfolio into a single framework, which is Amazon connect. Contact lens for Amazon connect has a single transcript for voice and chat interactions with inline sentiment markers. And what that does is it starts bring together categories of the conversation into a dashboard. Also, it will allow you to visualize the sentiment and the experience that takes place within an interaction and presented in such a way. So we don't have is

in near real-time representation of the spend any interaction taking place with a customer? Those are the highlights. What we talk about is dream. Big start small and build fast. Amazon connect is a simple to set up contact center as a service. And it's the first step in that customer experience, Journey that you're all taking and how you can Leverage The underpinning aoi and Emma Services of the AWS Cloud to deliver a truly enhance. Cognitive customer experience for your customers. Next steps, as I said, visit www.amazon.com connect other

sessions throughout the day you can attend to listen to but there's also an offer for customers for Focus 90-minute session with the AWS ECS team after this where we can dive deeper into what's possible with AWS Amazon connect and the broader cognitive customer experience portfolio. Thank you so much for taking the time to stay with me for this session. Your time is valuable and I really appreciate the chance you've given me to share this with you today. If this talk helps you to build something, I would love to hear about it. Please keep in touch on LinkedIn or Twitter. Thanks again.