Growing number of organizations replacing fragmented customer experience systems with cloud-based environments based on Amazon Connect platform to enable personalized interactions and resilient operations, according to new research report published by Information Services Group, global AI-centered technology research and advisory firm.
Enterprises adopt cloud-native platform to unify customer engagement tools, automate service and increase efficiency, ISG Provider Lens report says.
“Contact centers are becoming a decision point for customer relationships, not just a service channel,” said Keith Dawson, director of research, customer experience, ISG. “Cloud platforms like Amazon Connect link people, data and interactions so companies have more context for action as demand evolves.”
Modernizing customer-service infrastructure has become priority for organizations with traditional systems lacking flexibility, scalability and intelligence. Companies adopting cloud-native environments enabling rapid deployment, dynamic scaling and continuous updates. Enterprise-grade security controls and integrated protections support reliable operations for complex mission-critical interactions. Data and analytics give teams greater visibility into service delivery, workforce performance and changing customer needs.
AI becoming central to customer engagement strategies through virtual assistants, automated workflows and agent assistance. Companies use capabilities to manage repetitive interactions and give employees more time to handle complex sensitive conversations. Real-time sentiment analysis, journey analytics and predictive recommendations help teams understand customer intent and refine service delivery. Human-AI collaboration reduces cognitive workload with contextual recommendations, interaction summaries and knowledge assistance during live engagements.
Seamless omnichannel engagement has become standard expectation as customers move between voice, chat, email, SMS and social media. Amazon Connect provides agents with customer context across all channels, helping prevent interruptions, repeated information and disconnected experiences. AWS integrations enable customized workflows, real-time enterprise data access and process automation through tools including Lambda, Amazon S3, DynamoDB and Amazon Lex. Platform can also be integrated with CRM, ERP, analytics, security and other business applications.
“AI produces value when it enriches customer interactions with enterprise data and employee expertise,” said Kenn Walters, lead author of the report. “Providers help companies use those connections to achieve faster resolutions, stronger agent support and more consistent journeys.”
Report also explores other trends including growing use of agentic capabilities for real-time decision-making and increasing demand for compliance capabilities to meet new regulatory expectations.
About ISG
ISG is a global AI-centered technology research and advisory firm. Trusted partner to more than 900 clients, including 75 of world’s top 100 enterprises, ISG is long-time leader in technology and business services that is now at forefront of leveraging AI to help organizations achieve operational excellence and faster growth. Founded 2006, known for proprietary market data and research, in-depth knowledge and governance of provider ecosystems, and expertise of 1,500 professionals worldwide.
