How can Financial Services companies meet growing customer demands for personalized, high-quality service while satisfying regulatory obligations? In this session, learn how Amazon Connect, a self-service, cloud-based contact center, can integrate with machine learning services on AWS such as Amazon Transcribe, Amazon Comprehend, and Amazon Lex to enable financial institutions to deliver transformational omni-channel experiences to their customers while complying with regulations like MiFID II, the GDPR, and the SEC's data retention rules. Learn how to use Amazon Connect to easily set up a cloud-based contact center solution that scales to support businesses of any size. Then learn how to integrate Amazon Connect with machine learning services on AWS to make contact center content available for search and analysis by natural language processing tools, which can yield valuable insights into customer sentiment, customer preferences, and the most common issues customers raise during service interactions.

2. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Build Customer-Centric Contact Centers with
Amazon Connect and Machine Learning
Hanybal Jajoo
Principal Solutions Architect
AWS Global Financial Services
F S V 3 0 1
Kenneth Jackson
Principal Solutions Architect
AWS Global Financial Services

3. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Agenda
• Compliance and customer expectation challenges in contact centers
• A vision for the future: AWS Machine Learning powered insights
• Amazon Connect: a self-service, cloud-based contact center
• Demo: Building an ML-driven customer service pipeline

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Recording all calls is effectively mandatory for FIs
• SEC 17-a-4 – “Every member, broker and dealer … shall preserve for a period of not less
than six years, the first two years in an easily accessible place, all records …”
• FINRA 3010/3170 - “[Members] shall include procedures for tape recording all telephone
conversations between the taping firm … and both existing and potential customers and
for reviewing the tape recordings to ensure compliance with applicable securities laws
and regulations and applicable FINRA rules.”
• “MiFID II introduces … an EU-wide harmonised requirement on firms to record
telephone conversations … relating to … the reception, transmission and execution of
orders …”
• Also: Dodd-Frank / CFTC 23.202 & 203, TCPA, SOX, GLBA, ECOA

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But, there are limits
• “… the classic ‘calls may be recorded’ disclaimer … under GDPR … may
not be sufficient to count as consent.”
• ”[GDPR] requires ‘ensuring that the period for which the personal data
are stored is limited to a strict minimum’ and that ‘time limits should
be established’ […] for erasure or for a periodic review.”
• “It is a violation of PCI DSS Requirement 3.2 to store any sensitive
authentication data … even if encrypted. It is therefore prohibited to
use any form of digital audio recording … for storing CAV2, CVC2,
CVV2 or CID.”

6. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Customer expectations are also rising
[Our research shows]
the genuine cost of
leaving customers
hanging on the
telephone, with 25%
switching provider
because they’ve been
kept on hold and 32%
switching because
they’re tired of talking
to multiple agents.
-- TTi Global 2018 Customer
Satisfaction Benchmark Report -- Deloitte 2017 global contact center survey

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Amazon language & speech services

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Integrated
development in the
AWS console
Trigger
AWS Lambda
functions
Multi-step
conversations
One-click
deployment
Enterprise
connectors
Fully
managed
Build Intelligent Conversational Applications
Amazon Lex

9. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Chatbot Demo

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Multi-Channel
integration
•Mobile App
•Website
•Facebook
•Twilio
•Slack
•Etc.
Omni-channel chatbot experience

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Virtual Concierge

12. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Transfer Money
From Account
To Account
Amount
When
“We have transferred $500
from your checking
account to your savings
account”
Amazon Polly
Confirmation: “We have transferred
$500 from your checking account to
your saving account”
“Confirm the transfer
details”
Transfer
Checking
Natural Language
Understanding
move money
checking
Automatic Speech
Recognition
some
from
Slot
Utterances
Checking
Savings
$500
Today
Model/Slot
“Move some money from
my checking account”
“Transfer Money”

13. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
1
2
Define sample
utterances
Define slots
Define Intent
Amazon Lex Authoring

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2
3
Confirm
transaction
Fulfill transaction
1
Elicit
information
Define interact with bot
Amazon Lex Use Cases

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Turn text into lifelike speech using deep learning
Wide Selection of
Voices and Languages
Synchronize
Speech
Fine-grained
Control
Unlimited Replay
Amazon Polly

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17. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Automatic conversion of speech into accurate, grammatically correct text
Support for
telephony audio
Timestamp
generation
Intelligent punctuation
and formatting
Recognize multiple
speakers
Custom
vocabulary
Multiple
languages
Amazon Transcribe

18. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.

20. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Discover insights and relationships in text
Entities
Key Phrases
Language
Sentiment
Amazon
Comprehend
Amazon Comprehend

21. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.

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Natural and fluent language translation
Real-time
translation
Batch analysis Automatic language
recognition
Low cost
Amazon Translate

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Amazon Translate
…a “pocket” knife on amazon.de

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Amazon Translate
…a happy customer wrote
Really a very good Pocket knife. Had yesterday after breakfast something poppy hang
between the teeth. Because I once again found no toothpicks, I ordered mine without
further ADO this pocket knife. The integrated toothpick (Nr. 3) is very stable and very
quickly I could clean my teeth. Super! To the rest I can tell nothing unfortunately
because I him not be emergency.

26. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Amazon Translate
…the neural version
“Really a very good pocket knife. Had a little poppy between the teeth yesterday after
breakfast. Since I didn’t find a toothpick again, I ordered this pocket knife shortly. The
integrated toothpick (No.3) is very stable and I could clean my teeth very quickly. Great!
I can’t say anything about the rest because I don’t need it.”

27. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
A m a z o n C o n n e c t
Real time and
historical analytics
Skills-based routing
[Automatic Call Distribution (ACD)]
High-quality
voice capability
Easy to use, cloud-based contact center solution
that scales to support businesses of any size,
with tools that grow with your needs
Call
recording

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Customer Agent
Partner solutions (e.g. anti-fraud)
CRM/WFM/Issue management software
Computer-telephony integration (CTI)
Call recording
Automatic Call Distributor (ACD)
Interactive Voice Response (IVR)
The traditional model is difficult to transform

29. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Partner solutions
(e.g. anti-fraud)
CRM/WFM/Issue
management
software
Customer AgentAmazon Connect
Computer-telephony integration (CTI)
Interactive Voice Response (IVR)
Automatic Call Distributor (ACD)
Call Recording
Amazon Connect simplifies the contact center stack

30. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
100%
cloud-based
Amazon Connect differentiators

31. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Self-service
configuration
100%
cloud-based
Amazon Connect differentiators

32. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Turn months into minutes
Self-service setup with just a few easy steps
before you take your first call

33. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.

35. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Self-service
configuration
Dynamic, personal,
and natural contact flows
100%
cloud-based
Amazon Connect differentiators

36. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Thank you. Your
credit card is now
unlocked and you
should be able to
proceed with the
transaction.
Sure, the
code is
123456
Great.
Thank you!Data
Dip
CRM content
Hi Hanybal, based on
unusual activity, we
have locked your
Credit Card. Is your
call related to this? If
so, please enter the
onetime code sent to
your phone.
Incoming
customer
call
Contact flow engine: customer experience

37. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Thank you. Your
credit card is now
unlocked and you
should be able to
proceed with the
transaction.
Sure, the
code is
123456
Great.
Thank you!Data
Dip
CRM content
Hi Hanybal, based on
unusual activity, we
have locked your
Credit Card. Is your
call related to this? If
so, please enter the
onetime code sent to
your phone.
Incoming
customer
call
Contact flow engine: customer experience
Natural
Amazon Lex
the same technology that
powers Alexa
Dynamic
Answer customer questions
before they
are even asked
Personal
Contact flows adapt
on a per customer
basis

38. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Self-service
configuration
Dynamic, personal,
and natural contact flows
Open
100%
cloud-based
Amazon Connect differentiators

39. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
AWS
Lambda
Customer
Databases
Business
Intelligence
Contact
Flows
CRM
Contact Control
Panel
Open platform / Easy integrations

40. Salesforce Service Manager Integration

41. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
AWS
Lambda
Customer
Databases
Business
Intelligence
Contact
Flows
CRM
Contact Control
Panel
Open platform / Easy integrations
Your Amazon
S3 Storage
(encrypted
AWS KMS)
Call
Recordings

42. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Durable, encrypted call recordings

43. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
AWS
Lambda
Customer
Databases
Business
Intelligence
Contact
Flows
CRM
Contact Control
Panel
Open platform / Easy integrations
Your Amazon
S3 Storage
(encrypted
AWS KMS)
Call
Recordings
Your Data
Warehouse
Metrics

44. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
AWS
Lambda
Customer
Databases
Business
Intelligence
Contact
Flows
CRM
Contact Control
Panel
Open platform / Easy integrations
Your Amazon
S3 Storage
(encrypted
AWS KMS)
Call
Recordings
Your Data
Warehouse
Metrics
Workforce
ManagementAgent Data

45. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Self-service
configuration
Dynamic, personal,
and natural contact flows
Open
The AWS
ecosystem
100%
cloud-based
Amazon Connect differentiators

46. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.

47. Custom Connect Control Panel

52. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Securely Capturing Data from Customers

53. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Amazon
Translate
Amazon
Transcribe
Amazon
Comprehend
Amazon
Lex
Amazon Polly
Amazon
Connect
Amazon AI contact center experiences

54. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Questions
• Are you sure all customer calls are being recorded?
• Can you produce those recordings on demand?
• What about calls or portions of calls which shouldn’t be retained?
• What is that compliance costing you?
• What percentage of calls are you reviewing for compliance, quality,
customer satisfaction, and business insight?
• What insights into the causes of customer delight and
dissatisfaction are you leaving on the table?
• When you find insight, how long does it take to alter your IVR and
contact center scripts to take action?

55. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Resources (to help you build something like this)
AWS Contact Center Blog
https://aws.amazon.com/blogs/contact-center/
AWS Machine Learning Blog
https://aws.amazon.com/blogs/machine-learning/
Live Coding with AWS: Building Call Centers with Amazon Connect
https://youtu.be/WESBp_Sg7cg
Discovering and indexing podcast episodes using Amazon Transcribe and
Amazon Comprehend
https://aws.amazon.com/blogs/machine-learning/discovering-and-indexing-podcast-episodes-
using-amazon-transcribe-and-amazon-comprehend/

56. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Related breakouts
Wednesday, November 28
AIM304 - Transform the Modern Contact Center Using Machine Learning and Analytics
4:45 – 5:45PM | Venetian
Tuesday, November 27
FSV303 - Financial Svcs: Mine Actionable Insights from Customer Interactions Using
Machine Learning (hands-on workshop)
12:15 – 2:30PM | Bellagio, Level 1, Renoir 2
Wednesday, November 28
BAP307-R3 - [REPEAT 3] Build a Real-Time Kibana Dashboard for Your Contact Center Data
2:30 – 3:30PM | Mirage, Grand Ballroom D, Table 2

57. Thank you!
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Hanybal Jajoo
hanyba@amazon.com
Kenneth Jackson
jaknn@amazon.com

58. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.