Title

AWS re:Invent 2023 - Reimagining the client experience in banking (CEN102)

Summary

• Speakers: Chris Wegman, Brett Stahura, and Andrew Sitzma from Accenture.
• Client: A large North American bank undergoing a merger and call center consolidation.
• Challenge: The bank needed to integrate call centers from merged entities and introduce innovative customer engagement channels.
• Solution: The bank chose AWS Connect as a strategic platform to build an omnichannel customer engagement solution.
• Approach: The project was executed iteratively, starting with an innovation lab and scaling up to a full migration.
• Deployment: The deployment was not a "big bang" but a phased approach, considering the merger's complexity and the need for a smooth transition.
• Architecture: The solution involved a mix of AWS services, including Amazon Connect, Lex, API Gateway, and Lambda functions, integrated with Salesforce CRM and third-party tools like Verint and Acmeon.
• Scale: The solution supports 10,000 agents across 60+ lines of business, with significant self-service journeys and virtual assistant interactions.
• Outcomes: The bank achieved parity at go-live with no major productivity or production issues, and the platform is scalable for future enhancements.

Insights

• Strategic Decision: The bank's decision to use AWS was strategic, considering the need for a scalable, innovative platform that could integrate multiple banks' systems.
• Cultural Shift: Transitioning from legacy contact center platforms to AWS required a significant cultural and mindset shift for the bank's engineers.
• Proof of Concept: Starting with small proof of concepts was crucial for the bank to gain confidence in AWS Connect's capabilities, especially since it was still gaining traction in the financial services space.
• No RFP Issued: The bank did not issue an RFP for platform selection, relying instead on internal advisors and existing partners, including Accenture.
• Innovation Lab: An innovation lab approach helped gain momentum by showcasing tangible benefits to both the delivery team and executive leadership.
• COVID-19 Impact: The pandemic presented challenges but also opportunities, such as quickly implementing callback features to improve customer experience.
• Messaging and Virtual Assistant: The bank moved quickly to deploy a sophisticated virtual assistant using Amazon Lex, focusing on high-volume intents and seamless integration across digital channels.
• Agent Experience: The transition to the new platform was smooth for agents, with no significant loss in productivity, thanks to thorough preparation and training.
• Architecture Considerations: The architecture was designed for omnichannel support, with a focus on compliance, authentication, and a seamless customer experience.
• Leveraging AWS Services: The solution extensively used AWS services, including API Gateway, Lambda, and Contact Lens, to build a robust and extendable customer engagement platform.
• Change Management: Dedicated transformation management was key to handling the disruptive nature of the project and ensuring stakeholder alignment.
• Platform Mindset: Viewing AWS Connect as a platform rather than a product allowed for a more strategic and agile approach to building the customer engagement solution.
• Tailored Approach: The project highlighted the importance of not adopting a one-size-fits-all approach, considering the unique needs of different channels and lines of business.