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MCL302_Maximizing the Customer Experience with AI on AWS

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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.

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MCL302_Maximizing the Customer Experience with AI on AWS

  1. 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
  2. 2. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. 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. 3. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Introduction to AWS services Amazon Lex Amazon Connect
  4. 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. 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
  6. 6. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. 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. 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. 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
  9. 9. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. 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.
  10. 10. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. 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. 11. • Empowered Teams • LEX  Simplify  Intuitive  Frictionless For Customers, Agents and Developers What’s Next
  12. 12. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Customer experience
  13. 13. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. 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. 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. 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
  16. 16. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. 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. 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
  18. 18. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Contact flow Amazon Connect
  19. 19. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. 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
  20. 20. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Create Amazon SNS topic • Create a topic and note ARN: for AWS Lambda • Subscribe to topic with an email group Amazon SNS
  21. 21. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Build AWS Lambda function • Create a role AWS Lambda Create a Lambda function
  22. 22. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Build AWS Lambda function • Declarations • Function close—response for Amazon Lex • Returns the fulfilment state AWS Lambda
  23. 23. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. 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
  24. 24. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Build Lambda The handler calls the dispatch, checks the intent name from Lex, and then calls the function to process AWS Lambda
  25. 25. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Lambda test event: Lex call • Intent to process • Slots—data captured from intent • Session attributes AWS Lambda
  26. 26. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Lex • Create a bot: MailBox Amazon Lex
  27. 27. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Lex—intent LeaveMessage Utterances: The question is asked: “Would you like to leave a message?” Amazon Lex
  28. 28. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Lex—slots MyName: the name of the person CallReason: CallReasons reasons for call Date Time CompanyName: name of the organisation Amazon Lex
  29. 29. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Lex—fulfillment Call the configured Lambda function. This will send the JSON format containing the slot values from the intent. Amazon Lex
  30. 30. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. 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
  31. 31. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Lex—testing • Build and test • If there is an error, check Amazon CloudWatch log files for Lambda • Publish and choose an alias Amazon Lex
  32. 32. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Configure Connect to integrate with Lex In contact flows +Add Lex Bot Select the Lex Bot MailBox Amazon Connect
  33. 33. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. 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
  34. 34. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Demo
  35. 35. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. 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. 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
  37. 37. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. 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.”
  38. 38. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. 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. 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
  40. 40. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Multi Channel: Office Amazon Lex
  41. 41. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Managing multi-channel conversations Manage status of conversations across channels Amazon DynamoDB
  42. 42. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Managing conversation Amazon Lex
  43. 43. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. 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. 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
  45. 45. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Validating status with Connect • Access External Parameter as prompt • Invoke Lex intent UpdateJobStatus • Lex invokes Lambda to process request for emails Amazon Connect
  46. 46. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. 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. 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. 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

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