Superlative Customer Service Is Easy with Amazon Connect Unified Customer Profiles


Exceed customer expectations by giving Agents Complete Information at Their Fingertips

Key Takeaways:

  • Customers expect a hyper-personalized customer service experience
  • Amazon Connect Customer Profiles offer a unified, holistic view of the customer, including their previous customer service experiences
  • By integrating easily with third-party apps, complete customer information can be pulled in from disparate sources
  • Learn the 3 steps to creating and using unified profiles in Amazon Connect

A hyper-personalized customer service experience is a necessity for enterprises that want to meet today’s customer expectations at every touchpoint and build relationships that engender loyalty and repeat business. 

Through information collected by Amazon Connect Customer Profiles, a feature of Amazon Connect, you can provide a superior customer experience by giving agents a unified view of that customer’s data right at the time of the contact. This means agents no longer have to search multiple applications to get the information they need to solve customer problems.

By combining contact histories from Amazon Connect with customer information stored in CRM, e-commerce, and order management systems, agents have all the information they need in one place. The blended information includes details such as number of holds, transcripts, and customer sentiment as well as their phone number, address, and real-time order status. 

Third-party and custom app integration made easy

Rather than having to invest in complex, often error-ridden integrations, Amazon Connect Customer Profiles enables agents to offer a seamless and personalized customer experience with very little effort. The customer journey is presented holistically with all the details in one place.

Data from Salesforce, ServiceNow, Zendesk, and Marketo are imported through built-in connectors, while custom-built solutions and data stores information can be integrated using Amazon Connect Customer Profiles APIs. This creates all-inclusive customer profiles that are available to the agent at the precise moment of contact.

These complete profiles include historical interaction data within Amazon Connect and third-party applications that includes prior queue direction, the number of holds, the steps taken to reach an agent, recorded transcripts, and customer sentiment. Imported data could include additional details as specified. 

To create this superlative customer service solution, you’ll need to have an Amazon Web Services (AWS) account, an Amazon Connect instance, and enable customer profiles for your instance.

3 steps to create unified profiles in Amazon Connect

The first step to using this all-in-one holistic solution is to build a unified customer profile using Amazon Connect Customer Profile APIs. Next, set up automated, personalized routing via AWS Lambda function, and then add enhancements, simplifications, and desktop usage with the Amazon Connect Streams JS library

Step 1: Profile Object Types

Use the Amazon Connect API PutProfileObjectType:

PUT /domains/DomainName/profiles/objects HTTP/1.1

Content-type: application/json


   “Object“: “string“,

   “ObjectTypeName“: “string


Then create a new profile object using the PutProfileObject API for when an update is triggered from external applications:

PUT /domains/DomainName/profiles/objects HTTP/1.1

Content-type: application/json


   “Object“: “string“,

   “ObjectTypeName“: “string


For complete examples of registering profile object types, submitting profile object updates, as well as searching profiles, see the GitHub Repository.

Step 2:  Automated, personalized routing

Now that you’ve set up your customer profiles, callers can be identified before they are connected with an agent by setting up personalized automation.

Create a Lambda function to search for the customer profile based on the caller’s phone number and perform personalized routing.

  •  Invoke the function from the contact flow. This will return the caller’s profile id, name, and other details.
  • Then, use the Play prompt block in the contact flow to use Amazon Polly to greet the caller by name.
  • Use the Check contact attribute contact block to check branches using the desired attribute from those returned by the Lambda function. 
  • Lastly, to prioritize a call if the caller abandoned a previous one, use the contact block change routing priority/age.

Note that additional use-cases can be added to the logic here. For example, if the customer’s last interaction resulted in a negative sentiment score, when they call again, they will be connected to a more experienced agent. To determine this, enable Contact Lens for Amazon Connect.

To create a personalized, dynamic customer experience, leverage the customer profile APIs to quickly connect customers to the right agents – those who can meet their needs.

Step 3:  Use natively or embed on agent’s desktop

You can enable agents to view customer profiles in the native experience or by using the Amazon Connect Streams JS library to embed customer profiles in a custom agent desktop. Because agents have all the information they need at their fingertips, they can not only provide personalized customer service but also can quickly resolve any issues. 

It’s personalized customer connections made easy. When a customer calls in or begins a chat, Amazon Connect Customer Profiles will automatically scan and match the customer ID or their phone number, pull in information from all connected applications, and deliver a consolidated profile to the agent, directly in Amazon Connect.

From cloud consulting to managed services and beyond, contact the CloudHesive team today to learn how we can help you build a robust cloud strategy that increases operational efficiencies and gives you invaluable customer insights.

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