Amazon Web Services (AWS) is strengthening the presence of its AI-powered contact center platform Amazon Connect within the Philippines because the business process outsourcing industry seeks tools that improve efficiency and transform customer experiences. Unlike traditional contact center solutions requiring months of implementation and expensive hardware, Amazon Connect offers a fundamentally different approach.
Pasquale DeMaio, vice-president of Amazon Connect, said the platform gives firms the power to expand operations, manage expenses, and improve service delivery without losing the qualities which have made the Philippines a preferred hub for customer support.
“Our technology is differentiated by the undeniable fact that it’s native AI,” Mr. DeMaio told BusinessWorld. “It’s built from the bottom as much as bring things together in a single system. That lets businesses move quickly and improve experiences at once with AI.”
Cloud-powered service
Amazon Connect is a cloud-native service that enables firms to establish contact centers in minutes, with some customers launching production environments in lower than 24 hours. Firms pay just for what they use, avoiding upfront costs and long-term contracts — saving as much as 80% in comparison with traditional contact center solutions. AWS said the platform runs on its infrastructure, which provides availability and security at scale, with the identical technology that powers Amazon’s own global customer support operations handling thousands and thousands of interactions each day.
The primary version of Amazon Connect focused mainly on voice calls, but changing customer expectations pushed the corporate to expand its capabilities. Over time, Amazon added AI-powered tools across multiple channels. These include automated call routing, real-time assistance for agents, and predictive insights designed to assist businesses anticipate customer needs — all while maintaining industry-leading security and compliance certifications crucial for BPO operations within the Philippines.
Breaking down customer challenges
Corporations often struggle to grasp their customers due to disconnected systems and scattered data, in keeping with Mr. DeMaio. Many businesses face difficulty unifying information across platforms corresponding to chat, voice, and databases, which makes it harder to deliver a smooth customer experience.
Amazon Connect, he explained, seeks to deal with those challenges through greater than 100 pre-built connectors that may pull data from different parts of a company. Custom integrations are also possible, giving firms flexibility in aligning their systems and analytics.
Globe Telecom, one in all the country’s largest mobile network operators, as an illustration, transitioned 1000’s of agents from its legacy system to Amazon Connect, improving scalability and enhancing customer self-service through process automation and AI-powered chatbots.
Mr. DeMaio stressed, nevertheless, that Amazon Connect is just not designed to switch human agents. As an alternative, automation handles routine tasks corresponding to password resets and balance checks, while more complex or emotional conversations remain higher suited to people.
To cut back repetitive work, the system robotically generates notes and codes after calls, cutting down paperwork for employees. In pilot tests, Amazon Connect measured the guts rates of agents using its AI tools and located they were calmer and more practical during customer interactions.
He explained that the long-term goal of the system is to make agents “superhuman” by giving them technology that enables them to concentrate on empathy and problem-solving. This permits BPO providers to supply higher-value services and creates more rewarding profession paths for agents.
For firms weighing automation against human involvement, Mr. DeMaio advised taking a look at where human interaction creates value.
“Every business should ask where human interaction shapes how customers see the brand,” he said. “The worth comes when automation and agents make one another higher.”
Reshaping customer support
Previously, firms measured customer satisfaction through surveys or callbacks, but those methods often didn’t capture the complete experience, in keeping with Mr. DeMaio. Such approaches provided incomplete information and didn’t at all times reflect how customers truly felt.
With AI tools, businesses can now give real-time feedback to agents, monitor whether concerns require further motion, and even anticipate customer behavior. As an illustration, firms can discover if a client is underusing a product, showing signs of dissatisfaction, or susceptible to switching providers. This method allows businesses to re-engage customers, address issues directly, or reward loyalty before problems escalate.
“Now that we are able to bring AI to watch every conversation, we are able to actually see if the shopper was satisfied and if their problem was solved,” he added.
Mr. DeMaio also cited the Philippines as a growing a part of Amazon Connect’s global strategy. The country’s service-oriented culture and long-standing fame for customer care make it a very important location for innovation in touch centers.
Amazon Connect’s expansion builds on the country’s established standing within the outsourcing industry, where thousands and thousands of employees are employed in customer support roles.
“We have now at all times seen the Philippines as a spot where people care very deeply about service, customer experience, and engagement with their customers. At Amazon, we would like to be essentially the most customer-centric company on the earth. We imagine that alignment gives us a robust opportunity to partner with businesses within the Philippines to deliver great outcomes,” Mr. DeMaio explained.
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