How Devoteam is building intelligent contact centres with Amazon Connect Customer

Reimagining the first “Hello”

Reachable at any time, on the channel of their choice, with a personalised and immediate response: this is now the standard customers expect when they contact a company.

Yet most contact centres were never built for it. Rigid infrastructures, channels organised in silos — they struggle to keep pace. The result: queues, fragmented journeys, and agents overwhelmed by repetitive tasks. Operating costs rise without satisfaction following suit.

Amazon Connect Customer, AWS’s cloud-native contact centre service, was designed to turn this logic on its head. Omnichannel, billed on usage, equipped with built-in artificial intelligence and able to integrate natively with business tools, it delivers a response equal to these challenges.

As an AWS Premier partner, Devoteam has supported companies across very different sectors — e-commerce, mobility, energy — at varying stages of maturity. This article looks back at three of these projects to show, concretely, how a contact centre is transformed.

Amazon Connect Customer, in brief

Before turning to the cases, a few pointers on what sets the solution apart.

Amazon Connect Customer is a fully cloud-based contact centre that runs on AWS infrastructure. It works on a pay-as-you-go model: no upfront investment, no long-term commitment, and capacity that scales with demand. Its omnichannel management brings voice, chat and tasks together in a single interface, and its drag-and-drop flow designer lets teams adapt customer journeys in minutes rather than months.

Its other strength lies in AI, present at every stage:

• Amazon Lex for natural language and self-service,
• Amazon Q to assist advisers in real time,
• Contact Lens to analyse conversations (sentiment, trends, compliance).

Amazon Connect Customer also offers extensive integration capabilities: native connection to CRMs such as Salesforce and to AWS services (Lambda, DynamoDB, S3) for dynamic routing based on customer history, personalised messaging or real-time information retrieval.

For a deep dive in Amazon Connect Customer, read our full article.

The pain points of contact centres

Across these projects, the same challenges recur, whatever the sector. Identifying them is already half of mapping the path to transformation.

First, channel fragmentation. Voice, email, chat and social media often live in separate systems, which prevents any unified view of the customer journey. Next comes the rigidity of interactive voice response systems: fixed, unintuitive touch-tone menus. Post-contact work, for its part, remains largely manual. Writing up notes after each interaction weighs heavily on advisers’ time.

To this is added reporting that is often too basic to genuinely steer the business, a heavy load of routine calls that ties up advisers at the expense of complex cases, and personalisation that is all but absent from the very first contact, for lack of drawing on the available customer data. Finally, the lack of agility in legacy infrastructures makes rolling out anything new both slow and costly.

Amazon Connect Customer: Devoteam client use cases

E-commerce: optimising an existing deployment

The context

A major European marketplace specialising in collectables was already running Amazon Connect in production. The challenge was therefore not to migrate, but to optimise: to make the deployment more reliable, integrate it more closely with the CRM, and gain autonomy over the evolution of customer journeys.

What was put in place

Devoteam first carried out a review of the existing deployment, then reworked the architecture of the contact flows. Messages, prompts and routing rules, until then hard-coded, were moved into a metadata-driven logic: business teams can now adjust the parameters through controlled self-service, with no technical intervention.

Routing became intelligent — by request type, item category, language and caller profile — with steering towards the customer’s preferred language thanks to the CRM integration. This integration, operated via a Lambda function, draws on purchase history and open cases to refine routing and automate certain call deflections.

Two experience features round out the solution: queued callback (the customer is called back when their request reaches the top of the queue rather than waiting on the line) and voice biometrics (VoiceID).

The benefits

Business teams gained autonomy, maintenance became markedly simpler thanks to the modular and reusable logic, and the contact centre was able to scale up without lengthening handling times. The customer experience, for its part, became smoother through language awareness, automatic callback and intelligent deflection.

Mobility: structuring a migration with method

The context

A leading European mobility player — vehicle rental, leasing and fleet management solutions — wanted to modernise its contact centre by adopting a cloud-native solution. In a market where the customer relationship is central and interaction volumes vary, the challenge was to secure a large-scale migration without interrupting service.

What was put in place

Devoteam followed the structured approach of the AWS Migration Acceleration Program (MAP), organised into successive phases: Assess, then Mobilise, Migrate & Modernise.

The assessment phase laid the foundations: mapping the existing setup, analysing friction points in the customer journey, defining the target, high-level architecture, and above all building the business case with a total cost of ownership (TCO) and return-on-investment analysis.

A Migration Readiness Assessment, aligned with the six pillars of the AWS Cloud Adoption Framework, made it possible to identify the gaps to close before cutover. Devoteam’s Premier partner status also opened access to AWS funding, easing the initial investment.

The benefits

A phased approach and rigorous preparation made it possible to avoid the risks associated with migration. The company laid lasting foundations for its contact centre, with a clear and costed trajectory, and reduced its costs thanks to the pay-as-you-go model and the funding secured. The method also gave internal teams a shared view of the target and of the steps to reach it.

Energy: surfacing business value

The context

A B2C and B2B energy supplier operating in a highly price-driven commodity market. In this sector, every point of contact counts: proposing the right offer, anticipating customer behaviour and remaining reachable on their preferred channels are direct levers of loyalty and market share.

What was put in place

Devoteam ran ideation workshops to surface, together with the teams, the highest-value use cases, before prioritising them on a matrix weighing value delivered against implementation complexity.

This grid distinguished the quick wins — self-service through conversational AI (Amazon Lex), personalised routing and IVR based on CRM data, real-time adviser assistance (Amazon Q), integration of a high-volume non-voice channel, automated conversation summaries (Contact Lens) — from the game changers: a genuinely unified omnichannel experience, AI augmentation of advisers in real time and post-contact, continuous improvement driven by data, a scalable cloud-native platform and intelligent outbound campaigns.

The sector-specific use case focused on B2B contract renewals. By analysing contract history, consumption patterns and market trends, the solution predicts likely renewals, identifies customers at risk of leaving and optimises the terms proposed. Automatic alerts notify advisers as the deadline approaches, accompanied by personalised renewal offers, with certain routine enquiries handled by a virtual assistant.

The benefits

A higher contract renewal rate, reduced churn, greater operational efficiency and increased revenue. More broadly, a more proactive customer relationship — engaging the customer before the deadline rather than enduring their departure — and a better satisfaction score across the whole base.

What these projects have in common

In all three cases, technology is never an end in itself: it is put at the service of a precise business objective:

• Team autonomy
• Securing the migration
• Customer loyalty

It is also a structured method that makes the difference, whether an architecture review, a proven migration framework or prioritised ideation workshops. And in all three cases, the most differentiating capabilities of Amazon Connect Customer recur: AI-driven self-service, adviser assistance and the use of data to personalise and to steer.

This combination — AWS expertise, business grounding and an approach tailored to the level of maturity — makes it possible to turn a cost centre into a true engine of customer experience.

Where does your contact centre stand?

Before considering a transformation, you first need to locate your starting point. This short diagnostic helps you identify the scenario most relevant to your organisation.