Maximising the Customer Experience with Amazon Connect and AI Services

1. © 2016, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Paul Armstrong, Solutions Architect 20th September 2017 Maximising the Customer Experience with Amazon Connect and Artificial Intelligence Services
2. Session Objectives • Introduction to AI Services • Introduction to Amazon Connect • Walkthrough a Use Case and design considerations for building conversational interfaces • Historical Reporting and Analytics Amazon Lex AWS Lambda Amazon Connect Amazon SNS Amazon S3 Amazon Kinesis Amazon Athena Amazon Polly
3. AI Services on AWS
4. AI Services Amazon Rekognition Amazon AI: Democratized Artificial Intelligence
5. Amazon Rekognition Deep learning-based image recognition service Search, verify, and organize millions of images Object and Scene Detection Facial Analysis Face Comparison Facial Recognition
6. AI Services Amazon Rekognition Amazon Polly Amazon AI: Democratized Artificial Intelligence
7. Life-like Speech Service Converts text to life-like speech 47 voices 27 languages Low latency, real time Fully managed
8. AI Services Amazon Rekognition Amazon Polly Amazon Lex Amazon AI: Democratized Artificial Intelligence
9. Amazon Lex: Conversational Chatbots I’d like to book a hotel. Sure! What city would you like to book it in?
10. Amazon Lex: Conversational Chatbots I’d like to book a hotel. Sure! What city would you like to book it in? New York City Destination: New York City
11. Amazon Lex: Conversational Chatbots I’d like to book a hotel. Sure! What city would you like to book it in? New York City When would you like to check in? Next Friday Destination: New York City Check In: 21/7/2017
12. Amazon Lex - Technology Amazon Lex Automatic Speech Recognition (ASR) Natural Language Understanding (NLU) Same technology that powers Alexa Cognito CloudTrail CloudWatch AWS Services Action AWS Lambda Authentication & Visibility Speech API Language API Fulfillment End-Users Developers Console SDK Intents, Slots, Prompts, Utterances Input: Speech or Text Multi-Platform Clients: Mobile, IoT, Web, Chat API Response: Speech (via Polly TTS) or Text
13. Lex: Build Natural, Conversational Interactions In Voice & Text Voice & Text “Chatbots” Powers Alexa Voice interactions on mobile, web & devices Text interaction with Slack & Messenger Enterprise Connectors (with more coming) Salesforce Microsoft Dynamics Marketo Zendesk Quickbooks Hubspot
14. AI Services Amazon Rekognition Amazon Polly Amazon Lex More to come in 2017 Amazon AI: Democratized Artificial Intelligence
15. AI Services AI Platform Amazon Rekognition Amazon Polly Amazon Lex More to come in 2017 Amazon Machine Learning Amazon Elastic MapReduce Spark & SparkML More to come in 2017 Amazon AI: Democratized Artificial Intelligence
16. AI Services AI Platform AI Engines Amazon Rekognition Amazon Polly Amazon Lex More to come in 2017 Amazon Machine Learning Amazon Elastic MapReduce Spark & SparkML More to come in 2017 Apache MXNet TensorFlow Caffe Theano KerasTorch CNTK Amazon AI: Democratized Artificial Intelligence
17. AI Services AI Platform AI Engines Amazon Rekognition Amazon Polly Amazon Lex More to come in 2017 Amazon Machine Learning Amazon Elastic MapReduce Spark & SparkML More to come in 2017 Apache MXNet Caffe Theano KerasTorch CNTK Amazon AI: Democratized Artificial Intelligence TensorFlow P2 ECS Lambda GreenGrass FPGAEMR/Spark More to come in 2017 Hardware
18. Amazon Connect
19. Tens of thousands of Customer Service Associates support Amazon customers around the world. Amazon strives to be Earth’s most customer-centric company AMAZON SUPPORTS Millions Of Customers Dozens Of Languages 32 Countries
20. Solutions in the marketplace couldn’t meet our expectations Heavy Professional Services Hardware, Telephony Integration, Space Complex Pricing Security, Scalability, Reliability Difficult Integrations Cumbersome Tools We needed the right contact center technology to deliver on our promise
21. So We Built It
22. Real time and historical analytics Skills-based routing [Automatic Call Distribution (ACD)] Call recording 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 Amazon Connect
23. Self-service configuration 100% cloud-based Amazon Connect Differentiators
24. Turn Months Into Minutes Self-service setup with just a few easy steps before you take your first call
25. Self-service configuration Dynamic, personal, & natural contact flows 100% cloud-based 100% cloud-based Amazon Connect Differentiators
26. Ok, you are now booked for a 9:00AM departure tomorrow out of San Francisco, arriving in Seattle at 11:45AM. Can you please rebook me for the same flight tomorrow? Great Thank you!Data Dip CRM content Hi Nikki Wolf, I see your flight was cancelled today. How can I help you? Incoming customer call Contact Flow Engine – Customer Experience
27. NATURAL Amazon Lex Chatbots use the same technology that powers Alexa DYNAMIC Answer customer questions before they are even asked PERSONAL Contact flows adapt on a per customer basis Ok, you are now booked for a 9:00AM departure tomorrow out of San Francisco, arriving in Seattle at 11:45AM. Can you please rebook me for the same flight tomorrow? Great Thank you!Data Dip CRM content Hi Nikki Wolf, I see your flight was cancelled today. How can I help you? Incoming customer call Contact Flow Engine – Customer Experience
28. Self-service configuration Dynamic, personal, & natural contact flows Open Platform 100% cloud-based 100% cloud-based Amazon Connect Differentiators
29. OPEN PLATFORM Your S3 Storage Your Data Warehouse Customer Databases Business Intelligence Workforce ManagementAgent Data AWS Lambda Call Recordings Metrics Contact Flows CRM Contact Control Panel Open Platform/ Easy Integrations
30. Self-service configuration Dynamic, personal, & natural contact flows Open Platform The AWS ecosystem 100% cloud-based Amazon Connect Differentiators
31. Customer Connected Minute Pay as you go No hassle telephony No required commitments No hardware or space required Pay only for the value delivered to your customers Automatic Scaling Amazon Connect https://aws.amazon.com/connect/pricing/
32. Telephone numbers available in these countries: Australia Austria Belgium Canada Czech Republic Denmark Finland France Germany Greece Hong Kong Ireland Italy Japan Mexico Netherlands New Zealand Norway Poland Portugal Slovakia Spain Sweden Switzerland United Kingdom United States • New with APAC region support (Sydney) • New with EU region Support (Frankfurt) Phone Number Availability
33. Example Scenario
34. Example Use Case • Key requirements • Receive Call to a Team Member • If the Agent is unavailable forward to Team • Escalate calls across teams • Call Recording with Search • Outbound click to dial from Salesforce • Email missed call to Team Amazon Connect
35. Configuring Connect Amazon Connect
36. Telephony Amazon Connect
37. Data Storage Amazon Connect
38. Data Streaming Amazon Connect
39. Application Integration Amazon Connect
40. Contact Flows Amazon Connect
41. Administer Connect Amazon Connect
42. Claim a Phone Number Amazon Connect
43. Manage Phone Numbers Amazon Connect
44. Create Queue Amazon Connect
45. Contact flow Amazon Connect
46. Call Recording • Writes Call Recordings to the specified bucket when the instance was configured. • Apply S3 Lifecycle policies Amazon Connect S3 Folder Structure S3_bucket/connect/instancename/CallRecordings/yyyy/mm/dd/uniqueid_yyyymmddTHH:MM_UTC.wav
47. Create Working Profile Amazon Connect
48. Create Users Amazon Connect
49. Summary of Configuration Queues • Agent1Queue • Agent2Queue • Team1Queue On each queue, set an outgoing number dedicated to individual users. Amazon Connect Working Profiles • Agent1Profile • Agent1Queue • Team1Queue, • Set the outgoing queue to Agent1Queue. • Agent2Profile • Agent2Queue • Team1Queue • set the outgoing queue to Agent2Queue. Users • Agent1 • Agent2
50. Salesforce Integration • Install a Package in Salesforce • Provide a configuration xml • Connect Application Configuration • Support Click To Dial Amazon Connect
51. Amazon Lex Integration • Give Connect Permissions to post content to Lex • E.g. add an in line policy to connect-access-role-xxx Amazon Connect
52. Create Amazon SNS Topic • Create a topic and note arn: for AWS Lambda • Subscribe to topic with an email group Amazon SNS
53. Build AWS Lambda Function • Create a role AWS Lambda Create a Lambda Function
54. Build AWS Lambda Function • Declarations • Function close – response for Amazon Lex AWS Lambda
55. Build Lambda • Intent leave_message Read slots passed from Lex builds the message and send to SNS topic • (Store ARN as Lambda variable) AWS Lambda
56. Build Lambda The handler calls the dispatch, checks the intent name from Lex and then calls the function to process AWS Lambda
57. Lambda Environment Variables Variables accessed in code by os.environ['TopicArn’] AWS Lambda
58. Lambda Test Event: Lex Call AWS Lambda • Intent to process • Slots – Data captured from Intent • Session Attributes
59. Build AWS Lambda Function • Create/reuse role AWS Lambda Create a Lambda Function
60. Lambda Environment Variables Give permissions for Amazon Connect to Invoke Lambda AWS Lambda aws lambda add-permission --function-name ConnectMessageSender --statement-id 4 -- principal connect.amazonaws.com --action lambda:InvokeFunction --source-account 123456789123 --region us-east-1
61. Build Lambda • Read the Contact Record to process from the flow AWS Lambda
62. Lambda Test Event: Connect Call AWS Lambda • Parameters from flow • Contact Data relating to the number called, the calling customer number
63. Lex • Create a Bot : MailBox Amazon Lex
64. Lex – Intent LeaveMessage Utterances: The question is asked “Would you like to leave a message?” Amazon Lex
65. Lex - Slots MyName: The Name of the Person CallReason: CallReasons Reasons for call Date Time CompanyName: Name of the organisation Amazon Lex
66. Lex - Fulfilment Call the Configured Lambda. This will send the json format containing the slot values from the intent. Amazon Lex
67. Add Other Intents Add the following intents using the associated Built In Intents • Cancel using AMAZON.CancelIntent • Stop using AMAZON.StopIntent Create Intent “No” Create Intent “ExitCall” Amazon Lex
68. Lex - Testing • Build and Test • If there is an error check CloudWatch log files for Lambda. • Publish and choose an alias Amazon Lex
69. Configure Connect to Integrate with Lex In Contact Flows +Add Lex Bot Select the Lex Bot MailBox Amazon Connect
70. Connect Lex Call In Contact Flow In the contact flow “Get Customer Input” Set the Text for Connect to prompt Set the name and alias for Lex (they are case sensitive) Add the intents • LeaveMessage • ExitCall • No • Stop • Cancel Amazon Connect
71. Call from Lambda In Contact Flow On Invoke AWS Lambda Add the ARN of the Lambda Function ConnectMessageSender This flow will email the contact details to the team for calls received where a message was not taken Amazon Connect
72. Amazon Lex Mailbox Intent: Leave Message AWS Lambda MailboxLambda Amazon SNS email notification Amazon Connect MailboxLambda LambdaBasicExecution SNSFullAccess Connect-xxx Access to Lex Amazon CloudWatch High Level Service Flow ConnectMessage SenderLambda
73. Reporting Have a target S3 Bucket e.g. create a reports folder Amazon S3
74. Create Firehose Stream Amazon Kinesis • Select S3 as destination • Select connect bucket and the reports/ folder
75. Create Firehose Stream Amazon Kinesis
76. Configure Connect Data Streaming Amazon Kinesis
77. Configure Connect Data Streaming Amazon Kinesis
78. Example Contact Trace Record Amazon S3 • JSON records stored for contact flows • Full context of call recordings can be queried directly from S3 repository
79. Configure Athena to Read Data Amazon Athena • Create a database “connectreports”
80. Configure Athena to Read Data Amazon Athena • Creating tables in Athena https://aws.amazon.com/blogs/big-data/create-tables-in-amazon-athena-from-nested-json-and- mappings-using-jsonserde/ • Supporting tool to assist conversion https://aws.amazon.com/blogs/big-data/create-tables-in-amazon-athena-from-nested- json-and-mappings-using-jsonserde/ • Cataloguing tables with AWS Glue http://docs.aws.amazon.com/glue/latest/dg/add-crawler.html
81. Example Query Data Show call recordings by agent. Amazon Athena
82. Amazon Lex Mailbox Intent: Leave Message AWS Lambda MailboxLambda Amazon SNS email notification Amazon Connect MailboxLambda LambdaBasicExecution SNSFullAccess Connect-xxx Access to Lex Amazon CloudWatch Amazon S3 Amazon Kinesis High Level Service Flow Amazon Athena ConnectMessage SenderLambda
83. Demo
84. Email Generated
85. Summary • Contact Flows and Call Escalation • Call Recordings Stored in S3 • Integration with Lex/Polly for Conversational interfaces • Integrate with Kinesis for ingestion of Contact Trace Records to S3 • Analytics and reporting tools • Click to dial from Salesforce • Abandoned calls are processed by Lambda function
86. Thank You armpaul@amazon.co.uk

Notas do Editor

Focus on Voice Quality and Pronunciation
Automatic Accurate Text Processing
Intelligent and Easy to Understand
Add semantic meaning to text
Customized Production
A viseme represents the position of the face and mouth when saying a word. It is the visual equivalent of a phoneme, which is the basic acoustic unit from which a word is formed. Visemes are the basic visual building blocks of speech.

Support for lip sync animation -
So Lex has identified the context for the user, and can guide the user through steps so that they provide the information required to book this hotel.
Lex now knows where we’re going.
We can then pick out “Friday” and work out the date.
At Amazon, we strive to be Earth’s most customer-centric company.

And to do this, everyone who works at Amazon understands that our customers are our top priority and that our future as a company is built on our customers’ satisfaction.

Today, Amazon supports millions of customers who speak dozens of languages from 32 Customer Service Centers across the globe.

Consider that during the 2016 holiday season peak online shopping period, tens of thousands of Customer Service associates supported Amazon customers around the world.
At Amazon, we consistently strive to ‘raise the bar’ for our customers, and our search found that the traditional call center solutions were unable to meet our demanding requirements.

The tools were cumbersome and required highly technical and niche expertise.

The integrations were complex with multiple components, channels, and vendors.

The systems were built in proprietary environments requiring esoteric skills and heavy professional services.

We were also looking for increased security, scalability, and reliability.

Nuggets:
On Prime Day, for example, we need to be able to scale to meet the high volume of customer interactions in a single day, but be able to contract back down quickly.
At Amazon, reliability is second only to security. The solution we sought needed to be secure, but provide the highest level of availability in order for us to serve our customers and their needs.

Available solutions did not meet our needs for space, hardware, and telephony integration.

Finally, the pricing models were complex, requiring long-term commitments.

To deliver on our goal to be Earth’s Most Customer-Centric Company, we knew we needed a better way for our agents to engage with our customers.
So we built it!

Using our knowledge and experience, we built an easy-to-use, intuitive system that enables our customer service agents to focus their attention on the customer, rather than on navigating a complex, difficult-to-use system.

Over 50 groups and businesses within Amazon and its subsidiaries provide customer service today, including Zappos, Audible, and of course, Amazon Retail’s customer service.
Amazon Connect is the contact center solution we designed and built to enable Amazon to deliver an exceptional customer experience.

It includes all the standard functionality contact center operations teams have come to expect.

Skills-based routing maximizes the efficiency of agents and the satisfaction of customers.

Calls are recorded, making it easy to monitor and improve agent quality.

All the common reports and analytics you would expect are available and easy to use, including Service Level, Handle Time, and agent performance.

And high-quality voice comes standard with Amazon Connect.
Beyond the standard functionality, Amazon Connect delivers differentiators that allow AWS customers to create exceptional customer experiences.

For example, Amazon Connect can be setup in minutes and agents can take calls after just a few simple steps.
Optional Slide:

Amazon Connect comes ready with an intuitive, self-service setup. You’ll be taking your first call after a few simple steps!

And there are no complex deployment or hardware integrations required.

Amazon Connect is intuitive and easy-to-use, allowing agents to be trained quickly. And your agents can focus on your customer, rather than navigating a cumbersome system.

Nugget: Other solutions can take 6-18 months to setup and deploy.
The Contact Flow Engine is dynamic and personal. By integrating with your customer data, you can anticipate end-customer needs, predicting and delivering answers to questions before they are even asked.

And you can design conversational interactions that feel natural to your customers, by integrating with Amazon Lex, giving you access to the same speech recognition and natural language understanding technology that powers Alexa.
Here is an example of Amazon Connect’s Contact Flow Engine enabling dynamic, personal and natural customer interactions.
And integration with Amazon Lex means customers can experience the same Speech Recognition and NLU technology that powers Amazon’s Alexa.

Customers get a better experience, and the entire interaction can be serviced completely within the contact flow.

Nuggets: Using Customer Data, Contact Flows can be created to identify the customer and determine how best to treat the interaction and how and where to route the call.
Amazon Connect is an open platform that is simple to integrate with other enterprise applications and AWS services like Amazon S3 & Lambda
Amazon Connect is simple to integrate with other applications, CRMs or databases.

AWS Lambda gives you the flexibility to run code for virtually any type of application or backend service.

And your data is your data. For example call recordings are stored in your S3 bucket, where you can control access and the lifecycle of your data using the powerful S3 tool set. [Build]

Also, you can stream Amazon Connect’s most detailed contact records to the data warehouse of your choice, and analyze as you choose with your tools of choice, like Amazon QuickSight or Tableau.

…And you can leverage AWS services or take advantage of the full AWS ecosystem to further enhance and customize your solution.
Amazon Connect can leverage the full ecosystem of AWS ISV consultancy partners to customize as needed.
Amazon Connect delivers a complete contact center at a fraction of the cost of traditional contact center solutions.

Like all AWS services, Pricing for Amazon Connect is pay-as-you-go and there are no required long term commitments.

You can instantly scale up or down to meet your needs with out worrying about telephony, hardware, space, or capacity.

Most importantly, with customer-connected-minutes, you only pay for the time your customers are connected to the service plus any telephony you use. There are no esoteric formulas based on agents, managers, capacity, or features.
Today, Amazon Connect instances can be created in North America (East), Frankfurt, and Sydney Regions. Full pricing details and country phone number availability can be found on https://aws.amazon.com/connect/pricing/
1. The Amazon Connect “per customer connected minute” pricing is simple and consistent across all regions ($0.018)
2. Telco pricing varies based on region, countries served, and type of numbers required (DID or Toll Free) from those countries.
3. Today, Amazon Connect instances can be created in North America (East), Frankfurt, and Sydney Regions. Full pricing details and country phone number availability can be found on https://aws.amazon.com/connect/pricing/

Other info:
(DID = Direct Inward Dial)
Taxes, surcharges, and fees may apply

Other info:

Other info:
When not present this was out of hours and left a message by Lex which emailed the Agent.

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