AWS has released a new “Theme Detection” tool for Amazon Connect Contact Lens.
It is the latest of several recent updates to Contact Lens, the conversational analytics solution that sits inside the AWS CCaaS platform.
Giving an overview of the latest addition, Ayesha Borker, Sr. Solution Architect at Amazon Connect, stated during a launch video:
It provides you with a quick view of the top customer issues across thousands of contacts over a selected period of time.
Users can then click on each issue and view associated conversations, listen to recordings, read transcripts, and engage in deeper analysis.
An Upgrade On Conventional Customer Intent Monitoring
Contact centers traditionally ask agents to enter the customer’s contact reason into the CRM after every interaction to track their demand drivers.
Agents do this by scrolling through a pre-set list of “disposition codes”.
Unfortunately, that list is static – i.e. it does not account for new queries that customers start asking after the list was updated.
Moreover, agents – in a hurry to close the case – often just select the first code on the list, distorting the contact center’s picture of its demand drivers.
Another option for contact centers is to track customer inputs in the IVR. Yet, these options are again static, and customers often press random numbers to get through to an agent more quickly.
Thankfully, this new addition to Contact Lens enables service teams to gain a much more accurate view of customer intent – which brings many significant benefits.
Perhaps the biggest of these is allowing the contact center to spot broken processes.
Isolating Broken Processes with Theme Detection
With an accurate list of their most prominent customer queries, contact centers can run root cause analysis across each.
In doing so, they may spotlight broken processes and group issues – which drive demand – into three buckets.
- Internal Issues, i.e., those the contact center can fix itself.
- External Issues, i.e., those that require another department to repair.
- Policy Issues, i.e., those that necessitate a change in company policy and may require board intervention.
Contact centers can systematically drive down failure demand by fixing internal issues first (bucket one) and then lobbying for action to overcome external issues (bucket two).
If a contact center struggles to convince other departments to act, they may use the Theme Detection solution to isolate how many contacts the broken process drives.
From there, they may use this insight to run an analysis initiative that uncovers the costs the broken process drives. An eye-watering figure may just do the trick.
Additional Quick-Fire Uses Cases
Alongside isolating broken processes, Theme Detection helps contact centers get to grips with new, emerging issues.
With such a capability, leaders can act quickly and fix the root cause to overcome issues before they impact a larger cohort of customers.
Alternatively, the contact center could send out a proactive alert to customers or write a message on the website to quell the problem. These actions help combat new sources of demand and strain on the contact center.
Yet, there are many more applications. For instance, quality management teams could use this tool in tandem with the auto-QA tools available in Amazon Connect.
In doing so, they may spot which type of queries agents struggle with most. That information will enable more targeted coaching.
Meanwhile, a planner may use that data to identify the contacts particular agents handle best. They can then offer them more shifts at times when these contact reasons flood the contact center.
Then, think about how Theme Detection may help businesses spot opportunities for conversational AI, enhance their IVR options, and inform knowledge base articles.
Indeed, such intent monitoring tools open up many avenues to improve service experiences.
Want to learn more about the QA capabilities of Contact Lens? If so, read our article: Say Hello to Amazon Connect’s Latest Analytics & Reporting Capabilities
