The document discusses building a customer-centric contact center using Amazon AI services and Amazon Connect. It describes the challenges of meeting customer and regulatory expectations. Amazon Connect is presented as a cloud-based contact center solution that can be configured through self-service and integrates with Amazon AI services like Lex, Transcribe and Comprehend to provide dynamic, personalized interactions. The document concludes with a demo of how Amazon AI can be integrated with Amazon Connect to enhance customer experiences.

1. Building a Customer-Centric Contact
Center in a Regulated Environment
Amazon AI Meets Amazon Connect
H a n y b a l J a j o o & K e n J a c k s o n

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“The next generation of call recording will be further enhanced by the
adoption of AI services delivered via the Cloud. These services will enable
exciting developments such as speech-to-text and sentiment analysis so that
call recording and video content can be analyzed more effectively. This will
deliver a new level of business intelligence around customer interactions,
facilitated by call recording content.
— S i m o n W h a t l e y , T o l l r i n g

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Agenda
• Customer expectation and regulatory compliance pressures
• Amazon AI services in customer communications
• Amazon Connect: self-service, cloud-based contact centers
• Demo: AI driven customer centric experience with AWS

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Customer Experience Challenges
The customer experience:
• Static and unintuitive
• Impersonal
• Repetitive
The agent experience:
• Frustrated customer
• No insight into context
• Leads to high attrition rates

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Regulatory Compliance Challenges
B a n k s n e e d a f l e x i b l e , a g i l e p l a t f o r m t o m e e t r e g u l a t o r y r e q u i r e m e n t s
Complying with global regulations, such as the SEC’s data retention rule,
GDPR, MiFID II, PCI, etc., requires different capabilities:
• Ability to record, store, delete calls as required
• Ability to prove calls were recorded
• Ensure the recordings capture information required
• Ensure all parties are recorded
• Scale and the cost associated with operating and storing recordings

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Building a Customer-Centric Contact Center
W h i l e m e e t i n g t h e r e g u l a t o r s ’ r e q u i r e m e n t s
• Self-service is handling most routine inquiries and transactions
• Agents are receiving increasingly complex issues and frustrated customers
• Coaching and collaboration among agents and supervisors is key to
employee and customer satisfaction and retention
• Cost pressures are leading to automation
• Data should be used to provide targeted agent training and system
enhancements
• Use of deep multi-channel integration to anticipate the customer’s needs

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Amazon Language & Speech Services
T h e b r a i n s b e h i n d A l e x a

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Integrated
development in
the AWS console
Trigger
Lambda
functions
Multi-step
conversations
One-click
deployment
Enterprise
connectors
Fully
managed
Amazon Lex
B u i l d i n t e l l i g e n t c o n v e r s a t i o n a l a p p l i c a t i o n s

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Amazon Polly
T u r n t e x t i n t o l i f e l i k e s p e e c h u s i n g d e e p l e a r n i n g
Wide Selection of
Voices and Languages
Synchronize
Speech
Fine-grained
Control
Unlimited Replay

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Amazon Transcribe
A u t o m a t i c c o n v e r s i o n o f s p e e c h i n t o a c c u r a t e , g r a m m a t i c a l l y c o r r e c t t e x t
Support for
telephony audio
Timestamp
generation
Intelligent punctuation
and formatting
Recognize multiple
speakers
Custom
vocabulary
Multiple
languages

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D i s c o v e r i n s i g h t s a n d r e l a t i o n s h i p s i n t e x t
Amazon Comprehend
Entities
Key Phrases
Language
Sentiment
Amazon
Comprehend

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N a t u r a l a n d f l u e n t l a n g u a g e t r a n s l a t i o n
Amazon Translate
Real-time
translation
Batch analysis Automatic language
recognition
Low cost

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Omnichannel Chatbot Experience
• Multi-Channel integration
• Mobile App
• Website
• Facebook
• Twilio
• Slack
• Etc.

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A m a z o n C o n n e c t
Real time and
historical analytics
Skills-based routing
[Automatic Call Distribution (ACD)]
High-quality
voice capability
Easy to use, cloud-based contact center solution that
scales to support businesses of any size, with tools that
grow with your needs
Call
recording

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100%
cloud-based
Amazon Connect Differentiators

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Self-service
configuration
100%
cloud-based
Amazon Connect Differentiators

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Turn months into minutes
Self-service setup with just a few easy steps
before you take your first call

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Self-service
configuration
Dynamic, personal,
and natural contact flows
100%
cloud-based
Amazon Connect Differentiators

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Thank you. Your
credit card is now
unlocked and you
should be able to
proceed with the
transaction.
Sure, the
code is
123456
Great.
Thank you!Data
Dip
CRM
content
Hi Hanybal, based on
unusual activity, we
have locked your
Credit Card. Is your
call related to this? If
so, please enter the
onetime code sent to
your phone.
Incoming
customer
call
Contact Flow Engine: Customer Experience

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Natural
Amazon Lex
the same technology that
powers Alexa
Dynamic
Answer customer questions
before they
are even asked
Personal
Contact flows adapt on
a per customer basis
Thank you. Your
credit card is now
unlocked and you
should be able to
proceed with the
transaction.
Sure, the
code is
123456
Great.
Thank you!Data
Dip
CRM
content
Incoming
customer
call
Hi Hanybal, based on
unusual activity, we
have locked your
Credit Card. Is your
call related to this? If
so, please enter the
onetime code sent to
your phone.
Contact Flow Engine: Customer Experience

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Self-service
configuration
Dynamic, personal,
and natural contact flows
Open
100%
cloud-based
Amazon Connect Differentiators

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AWS
Lambda
Open Platform / Easy Integrations
Customer
Databases
Business
Intelligence
Contact
Flows
CRM Contact
Control Panel

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AWS
Lambda
Customer
Databases
Business
Intelligence
Contact
Flows
CRM Contact
Control Panel
Your Amazon
S3 Storage
(encrypted KMS)
Call
Recordings
Open Platform / Easy Integrations

24. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
AWS
Lambda
Customer
Databases
Business
Intelligence
Contact
Flows
CRM Contact
Control Panel
Your Amazon
S3 Storage
(encrypted KMS)
Call
Recordings
Your Data
Warehouse
Metrics
Open Platform / Easy Integrations

25. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
AWS
Lambda
Customer
Databases
Business
Intelligence
Contact
Flows
CRM Contact
Control Panel
Your Amazon
S3 Storage
(encrypted KMS)
Call
Recordings
Your Data
Warehouse
Metrics
Workforce
ManagementAgent Data
Open Platform / Easy Integrations

26. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Self-service
configuration
Dynamic, personal,
and natural contact flows
Open
The AWS
ecosystem
100%
cloud-based
Amazon Connect Differentiators

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DemoA m a z o n A I i n t e g r a t e d w i t h A m a z o n C o n n e c t

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Amazon AI Contact Center Experiences
Translate
Transcribe
Comprehend
Lex
Polly
Connect
Recordings
Chatbot
Prompts
Sentiments
Multi Language

30. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Takeaways
W h a t d i d w e d i s c u s s ?
• Amazon Connect
• Based on the same technology that powers the Amazon contact center
• Scales on demand to meet any capacity needs
• Variable-cost model based on consumption
• Open and extendable, easy integration with Amazon AI and other services
• Meets regulatory requirements, flexible call recording
• Amazon AI Services
• Build once, integrates to provide an omnichannel experience
• Using AI language services to enhance customer experience

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Thank you!