All posts by Siva Thangavel

Channel deflection from voice to chat using Amazon Connect

Post Syndicated from Siva Thangavel original https://aws.amazon.com/blogs/architecture/channel-deflection-from-voice-to-chat-using-amazon-connect/

This post was co-written with Sagar Bedmutha, senior solutions architect at Tata Consultancy Services, and Rajiya Patan, AWS developer at Tata Consultancy Services

Service excellence helps cultivate customer satisfaction and brand loyalty. According to Gartner, one service excellence challenge is long wait times on interactive voice response (IVR) systems. Long wait times can translate into frustrated customers and potentially lost business. To maintain and grow business, companies must examine the shape of their customer service—avoiding long wait times, offering alternative communication channels such as chat, and designing easier-to-use, more efficient systems.

Amazon Connect, an AWS cloud-based contact center solution, is specialized in both voice and chat communication. This powerful tool can open up new avenues for businesses to enhance their customer service experience. Through Amazon Connect, companies can implement strategies like transferring a voice call to a chat channel. This can help resolve the pain point of wait times while maintaining the continuity of the engagement with customers.

This post outlines an Amazon Connect architecture pattern for transitioning between voice and chat channels. With this solution, a customer in a long queue on a voice call can choose a callback or to continue the conversation with an agent through chat.

Prerequisites

To implement this solution, you’ll need the following:

Solution overview

Our solution provides an alternate channel and call-back option if there is a long wait time in IVR. Customers can transition from voice to a chat or email instantly without additional work.

We designed this solution by using the following AWS services and custom widget:

  •  Amazon Connect – Omnichannel cloud contact center that helps you provide superior customer service at a lower cost. Amazon Connect contact flows define the customer experience from start to finish.
  •  Lambda – Serverless, event-driven compute service that lets you run code for virtually any type of application or backend service, without you needing to provision or manage servers.
  •  CloudFront – Content delivery network (CDN) that speeds up delivery of static and dynamic web content, such as HTML, CSS, JavaScript, and images. CloudFront caches content at edge locations closer to end users.
  •  Amazon Pinpoint – Flexible, scalable marketing communications service that connects you with customers over email, SMS, push notifications, or voice.
  •  Customized chat widget – Hosted in an Amazon S3 bucket, the widget provides the interface for chat interactions. It is developed using HTML, Vanilla JavaScript, and customized styling.

The following high-level architecture diagram outlines the flow of the process.

Architecture diagram showing the flow from the customer call to chatting with a live agent. Detailed description follows in text.

Channel deflection architecture diagram

  1. The customer initiates a call to the IVR system for customer support.
  2. If there is a long wait time, the IVR system provides an option for callback through the voice channel or the ability to switch to another channel like chat or SMS.
  3. The customer selects option to transition the call to a chat channel.
  4. The Amazon Connect flow invokes a Lambda function to create a chat session for the customer. The Lambda function generates a secure, time-limited signed URL for the chat channel, including relevant context.
  5. The solution sends the URL to the customer’s registered mobile number and email address through Amazon Pinpoint.
  6. The customer receives the chat link on their mobile device or email, then they select the link.
  7. A chat session initiates in a web browser, and a live agent is connected to assist the customer.

Note: The chat link becomes inactive if the user doesn’t access it within the designated schedule.

Implementation considerations

When implementing this voice-to-chat transition solution, it’s important to consider the following:

  • Ensure that your AWS account has the necessary permissions, and that you’ve set up appropriate IAM roles and policies for secure access to Amazon Connect, Lambda, Amazon S3, CloudFront, and Amazon Pinpoint.
  • Ensure that you have the necessary technical knowledge. Familiarity with Amazon Connect contact flows is crucial, as is proficiency in developing and deploying Lambda functions. You must create custom Lambda functions to handle the chat session creation and generate secure, time-limited signed URLs.
  • Set up an S3 bucket to host your custom chat widget, and configure a CloudFront distribution for performance and security.
  • Integrate Amazon Pinpoint for communication delivery. This requires careful setup to handle email and SMS notifications effectively.
  • When developing the custom chat widget, focus on creating a user-friendly interface that integrates with the Amazon Connect chat API. Pay special attention to security measures, particularly in generating and managing the signed URLs for chat access.
  • Complete testing to confirm smooth operations across various scenarios, including edge cases like expired chat links.
  • Remember to monitor the solution’s performance in production and consider scalability as your customer base grows.

By addressing these implementation considerations, you’ll be well-positioned to deploy a robust and effective voice-to-chat transition system that enhances your customer service capabilities.

Extended use cases

You can extend this solution for solving other contact center use cases with minimal or no modification. The following are some examples:

  • Assisting customers with complex technical issues that require a step by step guide.
  • Helping customers to follow instructions by reading the manual to complete backend processes, like profile updates.
  • Overcoming language barriers with international customer support by using writing instead of voice.
  • Authenticating customers using address, zip code, or other demographics.
  • Offering chat functionality to customers who prefer to multitask during interactions.
  • Deflecting traffic to alternate channels to improve customer experience and reduce costs.
  • Offering a method for secure document exchange, such as during financial services consultations.

Conclusion

Using Amazon Connect and other AWS services, this solution offers an implementation that can transition voice calls to a chat channel. This approach provides flexibility to your customer so that they can switch between channels. This helps to improve the total customer experience, the company’s efficiency, and the agent’s productivity. The flow provides continuity in conversations, so that agents can resume conversations with clients across channels and still maintain context. In the end, this solution empowers companies to deliver exceptional customer service and drive positive outcomes for their business. You can learn more about using Amazon Connect by visiting our Amazon Connect Resources page.

Automating adverse events reporting for pharma with Amazon Connect and Amazon Lex

Post Syndicated from Siva Thangavel original https://aws.amazon.com/blogs/architecture/automating-adverse-events-reporting-for-pharma-with-amazon-connect-and-amazon-lex/

Every pharmaceutical company manufacturing medicine must provide customers nationwide with a method to report adverse events following medicine usage as well as emergency assistance as needed. To comply with regulatory policy and enable an Adverse Events Reporting System (AERS), pharma companies must provide dedicated, toll-free phone numbers and contact center agents to handle inbound calls.

But they must also be prepared for sudden spikes in call volume, which can increase contact center agents’ workloads and lead to long wait times for customers. With these limitations comes the possibility that customers may not be able to report adverse events.

Further still, as medicine status keeps changing, all agents must be retrained to handle calls and extend support. Pharma companies incur significant costs for training and onboarding additional agents, as well as the physical infrastructure to support their work.

To overcome these challenges, we designed a self-service Interactive Voice Response (IVR) solution with Amazon Connect. The IVR solution handles customer calls without agent involvement. It captures customer information and records data into an enterprise AERS. It also provides an option to receive a link to an Adverse Events (AE) portal using Short Message Service (SMS), or to be routed to a live agent queue.

In this blog post, we introduce a reference architecture for this use case. This framework can help other pharma companies solve similar problems.

Solution overview

Let’s explore how the IVR solution architecture routes customer calls step by step, as shown in Figure 1.

Adverse events reporting architecture diagram

Figure 1. Adverse events reporting architecture diagram

  1.  Callers who dial in to report a medicine-related AE are routed to the Amazon Lex chatbot through IVR in Amazon Connect.
  2. Callers can proceed to IVR self-service functions, such as understanding the intent of a customer call and the AE.
  3. AEs are analyzed with Amazon SageMaker for a decision on whether to complete the call on IVR or forward it to an agent.
  4. If the caller remains on the self-service option, the bot captures information from 15 to 20 essential questions.
  5. The bot follows a hybrid workflow that allows for guided responses where appropriate and free-text conversations using AWS Lambda. It confirms captured AE information with the caller before closing the call and submitting information to the AERS system.
  6. The bot provides the option to route the call to a human agent contextually.
  7. The bot provides the option to share an AE reporting link over SMS using Amazon Simple Notification System (SNS), so the caller can access it through a mobile device to continue AE reporting outside of the call.
  8. The bot records customer interactions in AERS using Amazon DynamoDB, leveraging the current validated process used by the AE portal team
  9. The bot makes call recordings available for auditing, monitoring, and training purposes. These recordings are not be provided to live agents.
  10. Standard analytics are available to help the business continuously train the bot and measure its performance.

Leveraging IVR as an extended solution

Recorded customer calls can be used for further analytics with Amazon Transcribe. Actionable insights can be derived from the text using a machine learning (ML) model such as AE detection at scale. A (Named Entity Recognition model (NER) model can also identify medicines and caller types.

Further, all recorded calls may be stored in a secure AWS ecosystem and archived for longer durations for compliance purposes. Storage costs can be optimized by setting up a policy to move old calls to Amazon Simple Storage Service Glacier (Amazon S3 Glacier) storage classes and calls over two years old to the Amazon S3 Deep Glacier storage class. This results in significant cost saving and helps companies archive at scale.

Finally, the Amazon Lex bot can be enhanced and continuously trained with additional intents and utterances to handle complex AE reporting for various drugs. This provides significant cost saving and operational efficiencies as bots can be trained faster than human agents, as well as at scale.

Conclusion: Using IVR to better manage AE reporting

This IVR solution was deployed for a pharma company and helped handle unusually high call volumes for AE reporting with its current agent population. It resulted in cost savings in contact center operations and significantly improved the customer experience by reducing wait times.

The IVR solution can also be used with any existing contact center platform to first forward the calls to Amazon Connect for initial triage, and then handover to existing platforms for agent involvement. This adds intelligence to existing contact centers.

This blog post demonstrates how pharma companies can leverage the self-service option for AERS to handle any AE reporting call. With solution enhancements using Amazon SageMaker models, it can quickly be transformed to handle calls for any medicine. They can also:

  • Incorporate related information into the model, such as the age, gender, or existing AEs to further improve the ML prediction performance
  • Leverage audio data augmentation plus handcrafted features to help yield better predictions
  • Use the audio-based diagnostic prediction in an Amazon Connect contact flow to triage the targeted group of incoming calls and escalate to a doctor for follow up if necessary
  • Allow call center agents to use the intelligence provided by the acoustic classification in conjunction with Contact Lens for Amazon Connect, which provides a turn-by-turn transcript; real-time alerts; automated call categorization based on keywords and phrases; sentiment analysis, and sensitive data redaction—truly making it a real-time intelligent solution.

The IVR solution can also be used for other industry use cases where a series of data is collected from customers. This solution improves the customer experience and can be implemented without increasing call center agent counts.