Is Amazon building a CRM Competitor?Amazon Connect continues to innovate and is adding new features at an accelerated rate. They do not seem to be leaving any flesh on the bones for other third party providers and seem to be taking aim at the CRM market. There are two new features that address the most common request of call center supervisors: can we pop a screen with info about the caller on call presentation to an agent? Historically, this was done by integrating the CRM or Practice Management system with the call center though a complex web of connectors, API's, Internet Gateways and the other RESTFUL tools that populate the wonderful world of inter-networking. (See the DrVoIP article: What do you mean Integrate?) Here is a summary of these new features:
This feature enables you to assign a profile to a caller. A profile is a form that you create that contains the usual contact data. When that caller enters the system again, we can greet them by name and also "pop" the profile to the agent on call presentation. The profile is filled with data extracted from two locations: First, your caller history which is basically the CTR database of all the callers that have contacted you through the call center. Secondly, it can draw data from your CRM or Practice Management database. AWS supports a growing list of these databases which today include Salesforce, ServiceNow, Zendesk and S3. You can also output data from a CRM or Practice management database into an S3 bucket in the call center and this can be tapped by the customer profile feature as well.
This feature enables you to open a "case ticket" during an active phone call that is associated with an above "customer profile". You can see existing open tickets, create new tickets and you have the ability to "assign" the ticket as a task to another team member along with due dates and follow up actions.
These features are "permission" based and assigned to your agents through their security profile. The use case for these features should be obvious. AWS is basically developing its own CRM and Practice Management solution and this is just the first release of what will undoubtedly become a very powerful solution in the management of you practice. We can't wait for the WFM option!
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