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Maximising the Customer Experience with Amazon Connect and AI Services

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In this session, you will learn best practices for implementing simple to advanced use cases on Amazon Connect - a self-service, cloud-based contact center service that makes it easy for any business to deliver better customer service at lower cost. Amazon Connect is based on the same contact center technology used by Amazon customer service associates around the world to power millions of customer conversations

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Maximising the Customer Experience with Amazon Connect and AI Services

  1. 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. 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. 3. AI Services on AWS
  4. 4. AI Services Amazon Rekognition Amazon AI: Democratized Artificial Intelligence
  5. 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. 6. AI Services Amazon Rekognition Amazon Polly Amazon AI: Democratized Artificial Intelligence
  7. 7. Life-like Speech Service Converts text to life-like speech 47 voices 27 languages Low latency, real time Fully managed
  8. 8. AI Services Amazon Rekognition Amazon Polly Amazon Lex Amazon AI: Democratized Artificial Intelligence
  9. 9. Amazon Lex: Conversational Chatbots I’d like to book a hotel. Sure! What city would you like to book it in?
  10. 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. 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. 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. 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. 14. AI Services Amazon Rekognition Amazon Polly Amazon Lex More to come in 2017 Amazon AI: Democratized Artificial Intelligence
  15. 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. 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. 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. 18. Amazon Connect
  19. 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. 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. 21. So We Built It
  22. 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. 23. Self-service configuration 100% cloud-based Amazon Connect Differentiators
  24. 24. Turn Months Into Minutes Self-service setup with just a few easy steps before you take your first call
  25. 25. Self-service configuration Dynamic, personal, & natural contact flows 100% cloud-based 100% cloud-based Amazon Connect Differentiators
  26. 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. 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. 28. Self-service configuration Dynamic, personal, & natural contact flows Open Platform 100% cloud-based 100% cloud-based Amazon Connect Differentiators
  29. 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. 30. Self-service configuration Dynamic, personal, & natural contact flows Open Platform The AWS ecosystem 100% cloud-based Amazon Connect Differentiators
  31. 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. 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. 33. Example Scenario
  34. 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. 35. Configuring Connect Amazon Connect
  36. 36. Telephony Amazon Connect
  37. 37. Data Storage Amazon Connect
  38. 38. Data Streaming Amazon Connect
  39. 39. Application Integration Amazon Connect
  40. 40. Contact Flows Amazon Connect
  41. 41. Administer Connect Amazon Connect
  42. 42. Claim a Phone Number Amazon Connect
  43. 43. Manage Phone Numbers Amazon Connect
  44. 44. Create Queue Amazon Connect
  45. 45. Contact flow Amazon Connect
  46. 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. 47. Create Working Profile Amazon Connect
  48. 48. Create Users Amazon Connect
  49. 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. 50. Salesforce Integration • Install a Package in Salesforce • Provide a configuration xml • Connect Application Configuration • Support Click To Dial Amazon Connect
  51. 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. 52. Create Amazon SNS Topic • Create a topic and note arn: for AWS Lambda • Subscribe to topic with an email group Amazon SNS
  53. 53. Build AWS Lambda Function • Create a role AWS Lambda Create a Lambda Function
  54. 54. Build AWS Lambda Function • Declarations • Function close – response for Amazon Lex AWS Lambda
  55. 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. 56. Build Lambda The handler calls the dispatch, checks the intent name from Lex and then calls the function to process AWS Lambda
  57. 57. Lambda Environment Variables Variables accessed in code by os.environ['TopicArn’] AWS Lambda
  58. 58. Lambda Test Event: Lex Call AWS Lambda • Intent to process • Slots – Data captured from Intent • Session Attributes
  59. 59. Build AWS Lambda Function • Create/reuse role AWS Lambda Create a Lambda Function
  60. 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. 61. Build Lambda • Read the Contact Record to process from the flow AWS Lambda
  62. 62. Lambda Test Event: Connect Call AWS Lambda • Parameters from flow • Contact Data relating to the number called, the calling customer number
  63. 63. Lex • Create a Bot : MailBox Amazon Lex
  64. 64. Lex – Intent LeaveMessage Utterances: The question is asked “Would you like to leave a message?” Amazon Lex
  65. 65. Lex - Slots MyName: The Name of the Person CallReason: CallReasons Reasons for call Date Time CompanyName: Name of the organisation Amazon Lex
  66. 66. Lex - Fulfilment Call the Configured Lambda. This will send the json format containing the slot values from the intent. Amazon Lex
  67. 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. 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. 69. Configure Connect to Integrate with Lex In Contact Flows +Add Lex Bot Select the Lex Bot MailBox Amazon Connect
  70. 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. 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. 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. 73. Reporting Have a target S3 Bucket e.g. create a reports folder Amazon S3
  74. 74. Create Firehose Stream Amazon Kinesis • Select S3 as destination • Select connect bucket and the reports/ folder
  75. 75. Create Firehose Stream Amazon Kinesis
  76. 76. Configure Connect Data Streaming Amazon Kinesis
  77. 77. Configure Connect Data Streaming Amazon Kinesis
  78. 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. 79. Configure Athena to Read Data Amazon Athena • Create a database “connectreports”
  80. 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. 81. Example Query Data Show call recordings by agent. Amazon Athena
  82. 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. 83. Demo
  84. 84. Email Generated
  85. 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. 86. Thank You armpaul@amazon.co.uk

Editor's Notes

  • 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

  • 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



  • 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

  • When not present this was out of hours and left a message by Lex which emailed the Agent.
  • ×