Guide to the Amazon Web Services Summit Sydney

With a big brand and even bigger capabilities, Amazon Web Services (AWS) are disrupting the tech industry as we know it. Amazon Connect is their cloud-based contact centre solution that only launched in Australia under one year ago. Recently some of the Quality Connex team attended the AWS Summit at the Sydney Convention Centre, to learn firsthand what and how AWS differentiate their products. Unsurprisingly, Amazon have a huge capacity to manage data, thanks to their well-established infrastructure for storage and hosting. With a focus away from on-premise solutions, Amazon Connect offer purely cloud-based solutions. Through a large network of big name integrators, providers can focus on their specialty, and offer plug-and-play based on individual business requirements.

The overarching message we took from the AWS Summit, was that dated customer service processes and lack of software integration needs to look toward the future or it will fast be rendered irrelevant. Such a big player should not be ignored, and with it comes a chance to be innovative and use technology as a force for positive change.

What AWS Connect Promises;


One of the key differentiators is their scalability model. By offering pay-as-you-go, pay-what-you-use, it appeals to a variety of different business models. The ability to start taking calls within minutes and scale call centres up or down instantly. Businesses who have unpredictable call volumes or seasonal variation will benefit. This will be particularly useful for startups, as well as big business wanting to avoid set seat contracts.


AWS own infrastructure means a spread of availability zones around the world. They preach high availability, fault tolerance and reliable security.


Provides service on demand and as required. Amazon Connect charges per used minute, with no lock-in or long-term contracts. This is a huge change from other provider pricing models where contact centres typically pay per agent seats.

Standout Features;

Self Service Analytics in Real Time

Amazon Connect demonstrated how they are transforming business insights through self-service analytics. Due to their cloud architecture, real time data ingestion and analysis is becoming more simple to process and display as user-friendly and usable information. This is where we expect third-party tools will really assist in making available highly customisable and specific dashboards that integrate seamlessly with existing Amazon services.

Amazon Transcribe and Comprehend

Provides the ability to identify customer intent or mood when transferring calls to agents in close to real time. It can also be used for QA coaching after a call, using sentiment analysis.


The accessibility of pay as you go burst compute makes voice recognition much more accessible than previous technology/hardware models. Traditional IVR hardware vendors can expect some tough competition soon.

Amazon Lex

Amazon Lex is the advanced deep-learning technology behind the iconic virtual assistant, Alexa. Lex enables developers to quickly and easily build sophisticated, natural language chatbots for voice and text. We are seeing a huge increase in voice command, and businesses who are able to enhance customer experience through automated voice will be setting a new standard for contact centres.

Voice User Interface and Alexa

VUI is evolving fast, and expected to be the next big thing in computing. People are already controlling appliances and lighting using, or gaining information using voice. With this new avenue, come many business challenges of how to create a user-friendly experience for their customers. This is done through deep-learning and integrating personalised service knowledge wherever possible.

Through embedding your businesses into relevant aspects of their customers lives, whether it is through voice, text or other channels, it offers a new level of customer experience while making services more natural and accessible. If you are interested in learning more about Amazon Connect or moving into the cloud, please contact us here.

2019-02-01T09:24:25+11:00May 30th, 2018|Article, General|