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Amazon Web Services Embraces Generative AI to Help Contact Centres Improve Customer Experiences

Amazon Web Services has launched a number of new generative AI capabilities in Amazon Connect, its cloud contact centre service, in an effort to help contact centres improve their services and enhance quality assurance. 

Included in the range of generative AI capabilities, Amazon Web Services is launching ‘Amazon Q in Connect’, which provides agents with recommended responses and actions based on real-time customer questions. It is also launching ‘Amazon Connect Contact Lens’, which adds AI-generated summaries of customer conversations for quality management purposes; ‘Amazon Lex in Amazon Connect’, which uses generative AI to make it easier to build effective self-service experiences for customers; and ‘Amazon Connect Customer Profiles’, which aggregates customer data from popular software-as-a-service applications.

Customers using the service include NatWest Group, NeuraFlash, Traeger Grills and USAN.

AWS explained that generative AI offers an unprecedented opportunity for contact centre leaders to redefine how they create and measure their customers’ experiences. Amazon Connect removes the challenges of building and deploying models in contact centres by allowing non-technical business leaders to set up a cloud contact centre with generative AI capabilities within minutes.

Pasquale DeMaio, vice president of Amazon Connect at AWS Applications, explained: “The contact centre industry is poised to be fundamentally transformed by generative AI, offering customer service agents, contact centre supervisors, and contact centre administrators new ways to deliver personalised customer experiences even more effectively.”

In addition to these new generative AI enhancements, Amazon Connect has extended omnichannel capabilities to include out-of-the-box support for two-way SMS messaging, as well as in-app and web voice calling with video support.

Bolstering customer support and experiences

With ‘Amazon Q in Connect’, AWS looks to assist agents with recommended responses and actions for faster customer support. This enhancement helps understand customer intents and uses relevant sources of information to deliver accurate responses and actions for the agent to communicate and resolve unique customer needs, all in real time.

‘Amazon Connect Contact Lens’ generates concise customer contact summaries after each interaction, providing supervisors with context-rich details.

To simplify bot building and improve self-service experiences, the cloud computing giant introduced the ‘Amazon Lex in Amazon Connect’ capability. From the Amazon Lex administrator console, contact centre administrators can create robust chatbots and IVRs by simply describing in natural language what they want the self-service system to accomplish.

Finally ‘Amazon Connect Customer Profiles’ automatically creates unified customer profiles for personalised customer experiences. Using a minimal number of clicks, managers can review, make any necessary edits, and complete the setup of customer profiles so contact centre teams can begin providing personalised customer service that improves customer satisfaction and agent productivity.


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