In this session, you will learn best practices for implementing simple to advanced AI/ML use cases on AWS. First. we will review the decision points for using democratised services such as Amazon Lex, Amazon Polly and integration with services such as Amazon Connect. Then we will look at real use cases, optimising the customer experience with chatbots, streamlining the customer experience predicting responses with Amazon Connect. Finally, we will dive deep into the most common of these patterns and cover design and implementation considerations. By the end of the session you will understand how to use Amazon Lex to optimise the user experience, through different user interactions.

1. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
AWS re:INVENT
M C L 3 0 2 — M a x i m i z i n g t h e C u s t o m e r E x p e r i e n c e w i t h
A I o n A W S
P a u l A r m s t r o n g — E n t e r p r i s e S o l u t i o n s A r c h i t e c t A W S
N o v e m b e r 2 8 , 2 0 1 7
M C L 3 0 2

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What to expect from this session
Introduction to AWS AI democratized services and Amazon Connect
Contact flow customer experience
Integrating Amazon Connect and Amazon Lex
Interaction at home, on the move, and in the office
What next?

3. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Introduction to AWS services
Amazon Lex
Amazon
Connect

4. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Voice and text
“chatbots”
Powers
Alexa
Voice interactions
on mobile, web,
and devices
Text interaction
with Slack and Messenger
Enterprise
connectors
Salesforce
Microsoft Dynamics
Marketo
Zendesk
Quickbooks
Hubspot
Amazon Lex
Build natural, conversational
interactions in voice & text

5. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Amazon Lex—technology
Amazon Lex
Automatic speech
recognition (ASR)
Natural language
understanding (NLU)
Same technology that powers Alexa
Cognito CloudTrail CloudWatch
Amazon and AWS services
Action
AWS Lambda
Authentication
and 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
Amazon Lex

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Customer-
connected
minutes
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
Amazon Connect

7. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
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 Amazon
Connect

8. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Kevin Barnett
Sr. Director – Contact Center
Technology Solutions
A s u r i o n

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Who is Asurion
Together we offer best in class:
Device
Protection
Coverage for loss,
theft, damage, and
out of warranty
malfunction, for
single or multiple
devices
Premier Tech
Help
Soluto offers 100%
access to a tech
expert, to solve any
technology issue
across OS systems
and platforms.
Electronics
Protection
Coverage for
computers, laptops,
tablets, gaming
consoles, entertainment
system, televisions and
home phones of any
age, brand or size
We are the trusted partner to some of the biggest retailers,
manufactures and service providers in the world
© 2017 Asurion, LLC. All rights reserved.

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Asurion’s Contact Center Strategic Drivers
Simplify the environment Modernize the environment
Enable Innovation
Support a distributed staffing
approach
Amazon Connect allows us to achieve these objectives to drive
our contact center strategy.
© 2017 Asurion, LLC. All rights reserved.

11. • Empowered Teams
• LEX
 Simplify
 Intuitive
 Frictionless
For Customers, Agents and Developers
What’s Next

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Customer experience

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Ok, you are now
booked for a 9
a.m. departure
tomorrow out of
San Francisco,
arriving in Seattle
at 11:45 a.m.
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

14. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
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
a.m. departure
tomorrow out of
San Francisco,
arriving in Seattle
at 11:45 a.m.
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

15. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Common use cases
Automated handling of calls to capture information such as managing meter readings and providing billing
information
Intelligent routing and call escalation based on business rules. For example, service desk routing based on
calling user and opening tickets to the relevant support engineer (networking, hardware).
Click-to-dial integration with CRM
Analytics on customer call trends to business trends
Automated responses based on an incident such as a flight cancelation. All customer callers registered on
impacted flights are automatically routed to the relevant updates.
Conference/event helplines: answer questions on facilities, scheduling, and transport

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Example architecture
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
Amazon
Athena
ConnectMessage
SenderLambda

17. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Contact trace record anomaly detection
• Ingest data from contact trace record to Amazon S3
• Use Amazon Kinesis Analytics to produce an anomaly score for
each data point and identify trends in data
• Send users and machines notifications through Amazon SNS
Amazon
Kinesis
Streams
Amazon
Kinesis
Streams
Amazon
Kinesis
Analytics
Lambda
function
Amazon
SNS
topic
email
notification
SMS
notification
SMS
Ingest contact data Detect anomaliesand take action Notify users
Amazon
Connect

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Contact flow Amazon
Connect

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Amazon Lex integration
• Give Amazon Connect permission to post content to Lex
• For example, add an in-line policy to
connect-access-role-xxx
Amazon
Connect

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Create Amazon SNS topic
• Create a topic and note ARN: for AWS Lambda
• Subscribe to topic with an email group
Amazon
SNS

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Build AWS Lambda function
• Create a role
AWS
Lambda
Create a Lambda function

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Build AWS Lambda function
• Declarations
• Function close—response for Amazon Lex
• Returns the fulfilment state
AWS
Lambda

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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

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Build Lambda
The handler calls the dispatch, checks the intent name from Lex, and then calls the function to process
AWS
Lambda

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Lambda test event: Lex call
• Intent to process
• Slots—data captured from intent
• Session attributes
AWS
Lambda

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Lex
• Create a bot: MailBox
Amazon Lex

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Lex—intent LeaveMessage
Utterances:
The question is asked: “Would you like to leave a message?”
Amazon Lex

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Lex—slots
MyName: the name of the person
CallReason: CallReasons reasons for call
Date
Time
CompanyName: name of the organisation
Amazon Lex

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Lex—fulfillment
Call the configured Lambda function. This will send the JSON format containing the slot values from the
intent.
Amazon Lex

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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

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Lex—testing
• Build and test
• If there is an error, check Amazon CloudWatch log files for Lambda
• Publish and choose an alias
Amazon Lex

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Configure Connect to integrate with Lex
In contact flows
+Add Lex Bot
Select the Lex Bot
MailBox
Amazon
Connect

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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

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Demo

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Designing conversational interfaces
Be concise
Avoid ambiguity
Keep interactions natural but relevant
User-directed: user-initiated requests require the appropriate intents
System-directed: system promotes responses from the user

36. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Multi-channel customer experience
Amazon Lex
Amazon
Connect
AWS
Lambda
Amazon Lex
Amazon
DynamoDB
Alexa Skills Kit
Home On the move Office

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Multi-channel: Home
“Alexa, what is the status of the reconciliation of the business data and our predictive
analytics?”
“Good morning, Paul. The data batches completed successfully overnight. The daily performance report
has highlighted a validation failure that I am unable to fix and is preventing the batch from continuing. The
details have been emailed to you. Would you like to continue processing?”
“Yes, please complete by 9:00?”
”You have requested for the system to provision enough additional capacity to start the
batch job and complete by 9:00? Is this correct?”
“Yes, please.”

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Multi-channel: On the move
“Good morning, Paul. Are you ringing for a status update on the batch job that you triggered at 7:15 am?”
“Yes, please provide an update.”
“The job created 50% more server capacity and is currently expected to complete at 09:00. You have two
emails, none marked urgent. Would you like me to read them to you?”
“No, I’ll review them later.”
“Thank you for your call.”

39. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Multi-channel: Office
“Has the reconciliation of the business data and our predictive analytics completed?”
“I can confirm that the job completed at 8:55. The reports have been issued to the business users. Would
you like to receive one?”
“Yes, I’ll review them now.”
“The report has been sent.”
Amazon Lex

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Multi Channel: Office
Amazon Lex

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Managing multi-channel conversations
Manage status of conversations across channels
Amazon
DynamoDB

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Managing conversation Amazon Lex

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Managing conversation Amazon Lex
Initiated
CaptureSlot
Capture
confirmed
None
ConfirmedDenied
Null
Value
Fulfilled
value
ConversationContext Slot valueConfirmationStatus
YesNo No
Yes
Session attributes
No
InitiateJob
Complete timeDialogue management

44. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Validating status with Connect
• Invoke Lambda by ARN
• Lambda returns a key pair
• Access $.External.GetStatusPrompt
Amazon
Connect
docs.aws.amazon.com/connect/latest/adminguide/connect-lambda-functions.htm

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Validating status with Connect
• Access External Parameter as prompt
• Invoke Lex intent UpdateJobStatus
• Lex invokes Lambda to process request for emails
Amazon
Connect

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What we have covered
Overview of Amazon Lex and Amazon Connect
Contact flow customer experience
Integrating Amazon Connect and Amazon Lex
Conversational interfaces across channels

47. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
What next?
Getting started with Amazon Lex and Amazon Connect
https://aws.amazon.com/lex/
https://aws.amazon.com/connect/
BAP307: Use Amazon Lex to Build a Customer Service Chatbot in Your Amazon
Connect Contact Center
MCL301: Building a Voice-Enabled Customer Service and DevOps Chatbot Using
Amazon Lex and Amazon Polly
MCL403: Building an Intelligent Multi-Modal User Agent with Voice, Natural Language
Understanding and Facial Animation

48. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Thank you!
a r m p a u l @ a m a z o n . c o . u k
C L I C K T O A D D T E X T