Building a Fully-Integrated Contact Center with Amazon Connect and Salesforce

When AWS launched the Amazon Connect cloud-based contact center service, our breath was taken away by the power and the flexibility – making us quickly become one of the first APN partners and take part in creating new add-on functionality and services.

Having experience building customer engagement functionality in Salesforce that only supports digital channels, our team realized that Amazon Connect and its voice-based channel was a natural fit. So, this was the obvious first place for Aria to invest in to provide customers with a fully-integrated contact center.

Bridging the silos with pre-built components

No one wants to have their technology run in silos. By integrating both cloud-based solutions, organizations can:

  • Improve customer experiences by properly managing customer interactions across voice and digital channels
  • Improve employee productivity by automating tasks and reducing the number of screens they must use to handle customer interactions
  • Gain full visibility of how well the contact center is meeting customer demand

To make this happen fast with less effort and lower risk, Aria built two options:

1.  Free toolkit to try things out on your own

This is an advanced adapter that’s using Salesforce’s Open CTI, which brings Amazon’s Contact Control Panel right into Salesforce. The toolkit offers out-of-the-box integration between Salesforce and Amazon Connect, which is built on industry best practices. Agents can receive and control the calls and see customer information right within Salesforce – the same place where they handle digital channels.

As part of this integration, the toolkit migrates Amazon Connect call data into Salesforce, for all interaction data to reside in one place. Providing contact center managers with a clear view of their operations across all channels.

Other AWS applications that are often used in the contact center, such as Lex bot data, and transcriptions with Amazon Transcribe, are also made available right within Salesforce.

Not only does it provide some great features out-of-the-box, it’s also meant to be customizable and extensible, by giving you the rights to copy and modify almost all pieces of code to adjust the functionality to your own needs.

2.  More advanced, supported integration through Legato

Another option to consider is Aria’s Legato, which includes all the same functionality as the free toolkit plus a customizable softphone. It is a packaged and fully supported product that includes automatic upgrades and will soon be available on the Salesforce AppExchange.

This option lets organizations skip the internal development stage and go straight to a supported product – should that be the desired path.

Making your customer engagement center even more advanced

Aria has over 20 years of contact center experience and a depth of knowledge on how everything interconnects as a single solution.

If you want to add more functionality to improve customer and employee engagement in an efficient manner, here are some service options:

  • Setup of Amazon Connect
  • Voice and digital bots with Lex
  • Integration of industry-leading CRM and WFM tools
  • Advanced functionality provided by Amazon Connect partners, such as advanced sentiment analysis, dynamic phone numbers, fraud detection, and in-session SMS

To learn more about these options and what’s possible with Amazon Connect contact us to talk to our experts!

Stop Poor CX! A New Way of Analyzing Operational Issues on PureEngage

It’s common for issues to pop up during day-to-day contact center operations and with a lot of customer interaction and agent activity within your PureEngage platform, many of those issues may be hard to find.

Contact centers continuously monitor metrics to:

  • Analyze data that affects customer experience (CX)
  • Ensure that performance goals are met
  • Catch issues

The tools they use often only show summarized data and don’t help much when the “devil is in the details”. When issues fall within what those tools look for and capture, they are easy to spot and solving them is usually straightforward. For example, if the call volume is unexpectedly high, the contact center will make more agent time available (e.g. bringing on more agents or canceling off-queue time).

However, for issues lurking beneath the surface, evidence may show up in the CX metrics, but standard tools don’t offer an easy way to pinpoint the detailed contact center activities behind the issue. Worse still, is that there are likely activities causing issues that companies don’t even know about.

For example, there could be agent behavioral issues occurring, such as this issue (happened to one of our clients), where some agents were placing customers on hold immediately after greeting them and increasing customer frustration. While this issue was caught by accident (by the VP of Customer Service’s office assistant!), the contact center didn’t have the tools to know who was doing this, how long it had been happening, nor how widespread this hidden issue was.

These more complex issues take time to identify and figure out, causing a lot of time to pass before a resolution is found and put in place. For contact center directors and customer experience executives, this means that their key customer experience metrics (like NPS and CSAT) are affected.

Wouldn’t it be great if contact centers could find those hidden and complex issues much faster, and reduce the impact on customer experience? This is possible but requires contact centers to shift from traditional methods.

Making do with traditional methods and tools

Contact centers use many tools to measure customer experience and identify customer experience problems when they arise. They look at contact center operational metrics (often aggregated data), analyze conversations, or pick up issues directly reported by customers and agents.

Reports, analytics (such as customer journey analytics), WFM, and QA, are tools that contact center professionals use to see how customer experience is impacted (such as higher call volumes, or agents adhering to their schedules), but these tools barely offer a glimpse into those harder to find day-to-day operational problems.

Basically, contact centers are “making do” with the tools they have.

New methods and technology to detect poor customer experience in real-time

To understand those hard to find or unknown issues affecting CX, without spending tons of time sifting through low-level system details, contact centers need to adopt a new way and new technology.

There are new and emerging ways to more quickly, accurately and proactively examine the contact center activity for issues and problematic agent behavior that can affect the customer experience. These methods and technology also help monitor these issues to keep them at bay.

For example, Aria’s Visualizer for Genesys that works on PureEngage helps contact centers:

  • Identify agent behavior and compliance automatically by listening to ALL calls instead of just spot checking a small sample of calls.
  • Analyze calls by learning and improving what is defined as a problem call.
  • See detailed analysis in real-time that captures all the low-level activity in a contact center. This will provide a visual picture of the customer experience, making it easier to spot issues you didn’t even know you had and that are beyond the reach of listening to calls.

Contact centers now have options for resolving issues that happen in day-to-day operations and can reduce the effect on customer experience. Visualizer provides the detailed insights that find the issues quickly so they can be actioned immediately, and affect a smaller number of customers.