A new way of working
Customer Link unified 17 customer service tools into a single Salesforce–Amazon Connect platform for their customer. They enabled omnichannel routing, AI-driven insights, and real-time monitoring—cutting complexity, improving CX, and delivering ROI in 5 months.
The challenge at hand
The company Customer Link worked for used 17 different applications for customer service, spread over Salesforce Service Cloud, Genesys, workforce management tools and others. The objective was to provide them with a C360 vision on their customers and provide them with a scalable future proof solution.
More specifically we focused on some sub-goals to aim towards this overall objective:
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Creating a more integrated and scalable CRM system, to support a growing customer base
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Streamlining communication channels, via omnichannel integration (email, web, phone)
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Enhancing automation, to reduce manual work
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Improving agent performance and customer experience, with real-time monitoring and skillbased routing to agents
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Building a sustainable, long-term CRM framework, through close collaboration and ongoing optimization
The solution
Customer Link decided to go for an Amazon Connect & Salesforce Service Cloud Integration
They built a seamless telephony embed: agents now answer calls directly within Salesforce, with caller data auto-populating customer profiles.
Here are some of the key aspects of this new service:
Real-time Transcription & AI Insights
AWS-powered speech-to-text runs live during calls. Agents see transcripts, sentiment, indicators, and next-best actions.
Omnichannel Supervisor View
Supervisors monitor agent status, call queues, and chat/email interactions in real time.
Built-in Call Recording & Analytics
Amazon Connect records voice interactions. Analytics dashboards offer historical metrics for performance tracking
Skill assignment
Customer Link created automations to sync skills between Amazon and Salesforce, so the customer can manage the work assignment via Omnisupervisor.
Personal IVR’s
Depending on the number of customer dialers, we deliver the call to a specific agent retrieving the ARN of a specific person.
Dynamic hours of operation
Via custom metadata, Salesforce users can close some teams on callcenter dynamically on team. So the hour of operation is a combination between custom metadata on Salesforce and the hours of operation on AWS Connect.
VIP priorization
Combining account segments, we offer special routing priorization on the Queue and we design special queue management actions, like callback on high waiting times and peak hours.
Fine results
This project delivered key benefits like:
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Unified Interface & Efficiency: Agents no longer juggle platforms
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Faster Resolutions: Auto-transcription and CRM context reduce call durations and errors.
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Smarter Decisions: AI-driven insights guide agents mid-call and help supervisors coach in real time.
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Scalable & Cost-Efficient: Cloud-native, pay-as-you-go Amazon Connect supports growth flexible
In total, we decommissioned +/- 14 legacy applications, reducing complexity and cost, providing a 5-month ROI on the investment.
About Customer Link
Customer Link is a Scale member and is part of some of our sub committees. Customer Link’s Salesforce & AWS Consultants specialize in building CRM systems that cater to your business. Every business is unique, so they tailor our solutions to your wants and needs. They link your people, data, and opportunities to create positive effects throughout your entire organization.