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Transforming Customer Experience for Contact Centers Worldwide with DevOps

Case study

Transforming Customer Experience for Contact Centers Worldwide with DevOps

Transforming Customer Experience for Contact Centers Worldwide with DevOps

Success Story

The Scalefocus DevOps team worked for а digital customer experience leader with a focus on service design and technology platforms delivering digital CX transformation. We partnered with the company to implement Amazon Connect, a cloud-based enterprise contact center solution, across multiple global businesses. Our team performed various levels of DevOps interventions and optimizations that helped these contact centers improve customer engagement while maximizing the benefits of the cloud.

Excellent handling of increased call volumes

Excellent handling
of increased call
volumes

Improved quality through omni-channel CX experience

Improved quality through omni-channel CX experience

Automated call recording and integrated call-back

Automated call recording and integrated call-back

The Client

Our client is an end-to-end digital CX solutions provider implementing Amazon Connect for call centers from around the world. The company employs their own cloud-based CXaaS (Customer Experience as a Service) platform to deliver top-quality services that improve the entire customer journey. Leveraging their ever-evolving approach to customer experience, our client builds and operates next-gen contact center technology that transforms what omni-channel means for the businesses it partners with.

The Challenge

Until fairly recently, DevOps hadn’t intersected with customer experience yet. Over the last few years, however, it became much more common as companies are motivated to diversify the ways of staying relevant. DevOps for Customer Experience (CX) takes DevOps practices and focuses on the unique aspects of CX software enabling speed and quality. This means that if a company can learn to integrate demands from clients through their DevOps culture, it will meet those demands much faster. 

The company Scalefocus partnered with has this understanding and implements Amazon Connect, the leading contact center cloud solution, for their clients. In this way, it enables customer service representatives to respond to phone calls or chat inquiries just as if the infrastructure was set up and managed on-premises. 

The company needed to help a significant number of contact centers set clear goals, improve communication, develop an innovative culture, and create a true customer-centric approach to their work without having big budgets. In addition, there was a need for the creation of an omnichannel experience meaning that customers that call in had to be able to choose between voice and chat to get assistance. All conversations had to be maintained across both channels so callers could easily swap between them without restarting the conversation from scratch.

The Solution

Adopting technologies in and out of the Cloud was challenging for the company Scalefocus worked with as it was facing several clients with various requirements. The DevOps unit facilitated the collaboration of teams, improved the existing structures, and provided guidance and innovation consultancy. Our main focus was bringing best practices when building Infrastructure as Code with Terraform. The solution uses Amazon Connect as the leading solution representing public cloud contact center service.  

Amazon Connect can interact with systems and dynamically take different paths in contact flows. To achieve this, engineers invoked AWS Lambda functions in a contact flow, fetched the results, and called a company’s own services or interacted with other AWS data stores or services.

This meant the execution flow was completely automated, and the code was reusable for different environments.

The primary resources created with Terraform were:

  • DynamoDB
  • Lambda
  • AWS Connect

The Lambda Function resource allows the triggering execution of code in response to events in AWS Connect. The Lambda Function itself includes source code and runtime configuration. The integration with AWS Connect and DynamoDB was made entirely with dependency on Terraform resources.

It’s worth mentioning the use of AWS Developer Tools like CDK and SAM, and the implementation of Lambdas using different programming languages like Typescript and Python. CI/CD systems vary from client-to-client requirements starting from the native AWS CodeBuild, CodeCommit, CodeDeploy and CodePipeline to Jenkins or GitHub Actions.

Our team refactored the entire Terraform infrastructure from 4000 lines of code to just 200, following reusability and integrations of other interactions to the configuration, without breaking what was already created in one or more environments. We accomplished this by adopting development from the DevOps workflow so anyone could contribute to this infrastructure without the explicit knowledge of Terraform.

Some of the user inputs were mapped in CSV files. Instead of implementing those directly as local values to the Terraform configuration where the appropriate resources absorb them, thanks to the collaboration between developers and DevOps, they created a JavaScript script that reads and converts CSV inputs as JSON objects and then with a single call of a proper function for JSON files in Terraform IaC that was accomplished. In this way, a company doesn’t need only DevOps people when another set of new data comes in because Developers can contribute too. 

However, engineers are not always building or repairing what is inherited, and do their fair part as the middle person, primarily during the planning phase. Many hidden risks may appear along one project, like a Region limitation of available services or some tools not being supported in that scope. Our experts did a lot of upfront Proof of concepts to ensure that what they offer the client is 100% optimal. 

The Results

The rapid adoption of a company’s culture is a must for agile engineers in the Scalefocus DevOps team. We learn how to understand the client, and in that way, we make sure we provide fast and reliable solutions. We attend our clients’ meetings to make sure the design phase and what we deliver are fully aligned. Besides being experts in our field, we do constant training from the client side to understand the culture better and build a mirror character of their environment. 

As a result of the Amazon Connect implementation that our DevOps team completed for a number of call centers, all of them became agile and can now handle an increased call volume. Thanks to features such as automated call recording and integrated call-back, agents can help people faster, while simultaneously improving service quality. Through Amazon Connect’s sentiment analysis, the call centers now generate consistent and objective results when analyzing customers’ opinions. 

The Scalefocus team also helped develop conversational designs, which is a two-way interaction between a user and a system, usually a chatbot. Good conversational designs make end users feel heard and allow call centers to get better insights into what their customers really need. Scalefocus also assisted a call center with their CX digitalization by setting up a browser-based phone system that allowed the removal of analog lines and made call processing from around the globe faster and more effective.

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