The Challenge
The customer required a scalable customer engagement platform capable of supporting customers across multiple geographies while delivering a consistent and high-quality service experience. As the organization continued to expand globally, it faced challenges in efficiently routing customer interactions to the most appropriate support teams based on geography, language preferences and business requirements.
The existing approach added complexity to managing global customer engagement operations and increased the likelihood that customers would be transferred between teams before reaching the appropriate support representative. These inefficiencies impacted both customer experience and agent productivity while creating operational challenges in maintaining consistency across multiple regions.
- Difficulty routing customer interactions to the appropriate regional support teams
- Increased customer transfers between support groups
- Longer resolution times due to inefficient call routing processes
- Inconsistent customer experiences across global markets
- Limited ability to centrally manage and optimize contact center operations
- Growing operational complexity as global business operations expanded
- Challenges in maintaining service consistency across multiple regions and languages.
Failure to address these challenges would have resulted in inefficient call handling, increased operational costs, lower customer satisfaction, reduced agent productivity and an inability to scale customer support operations effectively across global markets
The Objective
The objective was to modernize and simplify global customer support operations through a cloud native contact center platform capable of intelligently routing customers to the most appropriate support teams based on geography, language and business requirements.
- Simplify global customer support operations
- Improve customer experience across all supported geographies
- Reduce unnecessary call transfers between support teams
- Increase agent productivity through intelligent routing
- Improve first-contact resolution rates
- Establish centralized global contact center operations
- Enable scalable support for future international growth
- Deliver operational visibility through centralized analytics and reporting
The Solution
HCLTech designed and implemented a global Contact Center Transformation solution leveraging Amazon Connect to provide intelligent region-based customer routing and centralized contact center operations. The solution automatically directs customer interactions to the most appropriate support teams based on customer location, language requirements and business-defined routing criteria.
The cloud native architecture simplified global operations while improving customer experience through faster access to specialized support resources and reducing unnecessary interaction transfers.
The solution was enhanced with a custom Contact Trace Record (CTR) analytics pipeline that moves data from Amazon Connect to Amazon S3 and Amazon Athena, enabling structured querying of interaction events, call metadata, queue performance, routing details and operational KPIs for downstream reporting in Power BI and Amazon QuickSight. The platform also integrated Single Sign-On (SSO) with Azure Active Directory (Microsoft Entra ID) via SAML, enabling agents and administrators to access Amazon Connect through enterprise identity governance and centralized authentication controls.
Assessment
- Conducted a comprehensive assessment of existing global customer support operations and regional service delivery models
- Analyzed customer interaction patterns, transfer rates and customer routing processes across multiple geographies
- Identified opportunities to improve customer experience through intelligent regional routing
- Evaluated language, geography and business-specific routing requirements
- Developed a roadmap for centralized global contact center modernization using Amazon Connect
Build
- Implemented Amazon Connect as the enterprise-wide cloud contact center platform supporting global customer engagement
- Designed and configured intelligent IVR and customer contact flows
- Developed dynamic region-based routing capabilities to automatically direct customer interactions to the appropriate support teams
- Leveraged AWS Lambda to execute routing logic based on customer geography, language preferences and business requirements
- Configured intelligent queue assignment mechanisms to optimize agent utilization and customer experience
- Implemented backend integrations supporting customer identification and routing decisions
- Implemented SAML-based Single Sign-On (SSO) integration between Amazon Connect and Azure Active Directory (Microsoft Entra ID) for secure agent and administrator access
- Aligned authentication with enterprise identity controls, role-based access and centralized user lifecycle management
- Established centralized operational data management using Amazon S3
- Built a custom CTR data pipeline to capture Amazon Connect Contact Trace Records and land them in Amazon S3 for centralized analytics
- Cataloged and queried CTR datasets using AWS Glue and Amazon Athena to support operational reporting, audit analysis, routing insights and KPI tracking
- Integrated Power BI and Amazon QuickSight with the analytics layer to provide contact center visibility across call volumes, transfers, queues, agent productivity and regional performance
- Implemented call recording and contact center interaction data storage
- Developed Power BI dashboards providing centralized visibility across all global operations
- Created reporting capabilities for customer experience metrics, regional performance, call volumes, transfers and agent productivity
Operate
- Established centralized governance and operational management for global contact center operations
- Continuously monitored routing performance and regional service levels
- Utilized reporting dashboards to track transfer rates, customer experience metrics and operational efficiency
- Used Athena-based CTR analytics to monitor routing behavior, queue trends, transfer patterns and service-level performance
- Maintained SSO governance through Azure AD identity policies, access reviews and controlled user provisioning for Amazon Connect users
- Optimized routing rules and queue assignment strategies based on operational insights
- Maintained global routing frameworks supporting future regional expansion
- Enabled continuous improvements across customer experience and support operations
The Impact
The Amazon Connect-powered transformation enabled the organization to streamline global customer engagement operations and deliver a more consistent, efficient customer experience. Customers were routed directly to the most appropriate support teams, resulting in faster resolutions, reduced transfers and improved service quality across regions.
- Reduced customer transfers through intelligent region-based routing
- Improved customer experience by connecting customers directly with appropriate support teams
- Faster issue resolution through optimized routing and queue management
- Increased agent productivity by reducing manual call handling and transfers
- Simplified management of global contact center operations
- Improved operational scalability to support continued international growth
- Enhanced visibility into global support performance through centralized analytics and reporting
- Improved data-driven decision-making through a custom CTR analytics pipeline using Amazon S3, AWS Glue and Amazon Athena
- Strengthened access security and operational control through Azure AD-integrated SSO for Amazon Connect
- Standardized customer service experiences across multiple regions and languages
- Reduced operational complexity while improving overall support efficiency
AWS Services
- Amazon Connect
- AWS Lambda
- Amazon S3
- Amazon Kinesis Data Streams / Amazon Kinesis Data Firehose
- AWS Glue Data Catalog
- Amazon Athena
- AWS Identity and Access Management (IAM)
- SAML 2.0 federation with Azure Active Directory (Microsoft Entra ID)
- Amazon QuickSight
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