AWS Adds an Analytics Data Lake to Amazon Connect, Provides a Single Source for All Contact Center Data

With the Data Lake, contact centers can also create specialized metrics, seize new optimization opportunities, and more

AWS Adds an Analytics Data Lake to Amazon Connect, Provides a Single Source for All Contact Center Data
Contact CentreData & AnalyticsLatest News

Published: May 31, 2024

Charlie Mitchell

AWS has added an Analytics Data Lake to its CCaaS platform: Amazon Connect.

The new solution provides a single source of contact center data, pulling on contact records, agent performance information, conversational intelligence insights, and more.

In doing so, AWS claims that it eliminates the need to develop and maintain complex data pipelines.

Instead, contact centers can work from that single source to create custom reports using data from across Amazon Connect.

They may also pull data from third-party sources to bolster their reports using AWS’s zero-ETL integrations, which combine, clean, and normalize data from different sources.

With this complete, normalized data set, contact center managers may apply the business intelligence tools of their choice, like Amazon Quicksight.

From there, contact center managers can analyze the information that matters most to them, developing a centralized view of their most critical customer, employee, and business outcomes.

Yet, the contact center can also build custom reports for various other stakeholders, including agents, supervisors, and operations teams, including the most pertinent insights for each persona.

New Contact Center Optimization Opportunities & Specialized Metrics

Alongside all the benefits above, contact centers can use the Analytics Data Lake to create curated data sets. These will better inform the AI/ML models across their CCaaS platform and enable them to realize new optimization opportunities.

For instance, a contact center may cluster contacts with low handling times and apply AI within Amazon Connect to spotlight opportunities for self-service.

As another example, a contact center could combine agent performance and customer experience data across different contact reasons, creating informative performance visualizations.

With that consolidated insight, service leaders may adjust their routing profiles to staff particular contact queues with the agents most likely to deliver the best service experience.

AWS previously discussed the prospective benefits of this proficiency-based routing approach. Indeed, Michael Wallace, Americas Solutions Architecture Leader for CX at AWS, told CX Today: “This. Is. Huge.”

“As long as you have a source of truth for the caller – like Profiles, your CRM, or a simple database – you can use a collected attribute like customer number or case number to route the call.”

Analytics Data Lake provides that source of truth to serve such a use case and many more.

Finally, with access to first- and third-party data, Amazon Connect customers can create specialized metrics, such as customer lifetime value (CLV) or agent proficiency.

Elsewhere on Amazon Connect

Over the past three months, AWS has announced several new features across Amazon Connect.

For starters, it has introduced third-party application support for the Amazon Connect agent workspace to consolidate agent applications in one interface.

Also, AWS expanded Connect’s native case management solution – Step by Step Guides – to allow contact centers to design new self-service experiences in live chat.

Then, of course, comes GenAI, with new features including post-contact summaries and automated agent performance evaluations.

Yet, those are just some of the highlights, with new proficiency-based routing“agentless” voice dialing, and cross-channel concurrency tools, too.

That frenetic pace of innovation has helped AWS build a big presence in the enterprise CCaaS space.

Most recently, it teamed up with Korean Air for an exciting CCaaS project. For more on that story, check out our article: AWS and Korean Air Team Up to Build an “AI Contact Center”.


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