By Chavi Gupta, Senior Partner Solutions Architect, AWS
By Josh Wolf, Senior Director, Solutions Consulting, Tealium
By David Datars, VP Corporate Development, Tealium
By Sid Patel, Product Lead, AWS
Tealium
With the advent of AI, customer experiences are evolving at an unprecedented pace. Modern customers demand seamless interactions across all touchpoints and channels. They expect personalized, omnichannel experiences that align with their individual preferences. Businesses are increasingly leveraging customer data and AI to enhance interactions and enable self-service capabilities, including automated resolution through AI-powered bots and workflow orchestration agents.
Businesses face significant challenges as customers can readily switch to competitors who deliver more personalized experiences. This creates a critical need for real-time synchronization of customer data between contact centers and digital channels to deliver the exceptional experience that customers demand. The lack of such an integration can severely impact a business’s ability to retain customers and maintain competitive advantage.
Tealium helps businesses collect, govern and enrich customer and prospect data in real-time across every touchpoint, such as web, mobile, offline, and IoT devices. Tealium’s ecosystem includes 1300 turnkey integrations to collect data from and send data to, empowering brands to create a unified, real-time customer data infrastructure and ensuring that every tool that requires customer data has the most accurate data in real-time.
Tealium is a differentiated AWS Partner with eight AWS Competencies including Automotive, Financial Services and Travel & Hospitality and integrates with 12 AWS services.
Solution Overview
Tealium’s Contact Center solution with Amazon Connect combines Tealium’s real-time data capturing capabilities with Amazon Connect contact center. For agents it creates a unified AI-powered agent workspace to support customers, leading to increased agent productivity. For customers it creates a more personalized and omnichannel experience, leading to greater satisfaction and loyalty.
Figure 1 shows a reference architecture for integrating Amazon Connect with Tealium. The architecture leverages Amazon Kinesis Data Streams, Amazon Connect Customer Profiles, Amazon Connect Contact Lens and Amazon Q in Connect to deploy an AI-powered solution that helps boost agent productivity and customer satisfaction when interacting with your brand.
Figure 1. Reference architecture showing integration between Amazon Connect and Tealium
Here’s how the data flows through the architecture:
Data Sources – Data sources are the various touch-points through which a customer can interact with your brand. These include websites, mobile applications, Business applications like Customer Relationship Management (CRM) or Ticketing systems, social media, wearables and other connected devices.
Tealium Customer Data Platform – Tealium collects first-party data from various data sources and enriches it into prospect and customer profiles. Data is collected by EventStream as a real time stream of events. EventStream cleans and standardizes this data in real-time. Event-level data is then persisted by AudienceStream into real-time profiles of prospects and customers. Businesses can leverage Tealium’s UI to define attributes, segment audiences and distribute this data.
Data Export to Kinesis – Businesses will configure Tealium’s Amazon Kinesis Connector for event and visitor level data in their Tealium instance to send this data to Kinesis Data Streams when certain events are triggered or a visitor joins/leaves an audience.
Enrich Amazon Connect profiles with Tealium data – Businesses will configure their Amazon Connect instance to ingest data from Kinesis Data Streams to Customer Profiles. Customer Profiles are enriched with Tealium data to provide agents with a unified view of the customer in real-time including their interactions on owned and operated digital properties, loyalty status, lifetime value, assets owned, liabilities, credit score and more, to help agents make an informed decision and effectively respond to the customer’s query. Contact Lens can help with intent detection in real-time and Amazon Q in Connect can generate recommended responses/solutions for agents and next best action suggestions based on the customer’s profile data.
Send Amazon Connect data to Tealium – The updated customer profile and contact records from Amazon Connect interaction is exported to Kinesis Data Stream in real time. AWS Lambda is used to send this data back to Tealium, which further enriches the prospect or customer’s profile and can help businesses refine their analytics, advertising, personalization and marketing strategies for the customer/audience. Tealium implements data management best practices for data segregation and isolation in a multi-tenant environment and all the standard security controls to protect customer data.
Use cases and Key Benefits of the integration
Integrating Tealium with Amazon Connect can help businesses enable the following use cases:
Personalized Customer Experience – Businesses can deliver personalized customer support in Amazon Connect fueled by prospect and customer behaviors tracked by Tealium in real-time. This consolidated customer data from multiple sources not only enables businesses to personalize human-served channels but also self-service channels.
Proactive Customer Engagement – Businesses can provide predictive customer support by analyzing prospect and customer behavior data and anticipating customer needs and problems. They can proactively engage customers through outbound campaigns and offer solutions before problems arise.
Cross-Sell and Upsell opportunities – By equipping the agents and self-service channels with prospect and customer behavior data and spending patterns and using AI to generate recommended responses with product recommendations, service upgrades and other offerings, can help businesses to grow their sales.
Customer Journey Mapping – Businesses can map the entire customer journey across various touchpoints, from initial awareness to post-purchase relationship. This can help them identify gaps and issues in their contact center experience, improve their self-service options and enhance agent training. This data can also be used to optimize the channel strategy and allocation of resources.
Intelligent Call Routing – Businesses can configure their Amazon Connect flows for routing and prioritizing calls using customer data. Based on customer behavior calls can be routed intelligently and assigned to agents with matching skills.
The integration unlocks the following benefits:
Reduced average handle time.
Improved First Call Resolution
Reduced wait time for customers
Reduced overall call volumes and associated costs
Improved customer satisfaction and net promoter score
Real-world Use case in Financial Services
Figure 2. Example use case for Financial Services
Figure 2 represents an example customer journey from browsing to conversion:
Customer Profile – Nikki is a premium tier AnyCompany Bank customer and owns their high-end credit card. Nikki has maintained a good spending on her credit card account and makes timely payments. Nikki has also maintained a credit score above 700.
Customer Actions – Nikki is browsing AnyCompany website and checking out their Mortgage page to view eligibility requirements and interest rates. She uses the mortgage calculator but abandons it before completing the form. The events and customer profile from AnyCompany Website are passed to Amazon Connect in real-time.
Retargeting – AnyCompany triggers retargeting via email, SMS and advertising using Tealium’s turnkey vendor integrations, but Nikki does not respond to these campaigns.
Amazon Connect Experience – Nikki calls AnyCompany call center and gets routed to a priority queue for being a premium customer with shorter wait time. She is connected to an agent John, who specializes in handling mortgage related queries based on her behavior abandoning the mortgage calculator. When Nikki’s call gets connected to John, he is able to view a unified profile which includes the products she owns, loyalty information, annual salary and credit score along with key behaviors she exhibited on the AnyCompany website. Nikki enquires about any special interest offers that AnyCompany has available for a mortgage amount of $500,000 over the regular 6%. Amazon Q in Connect refers to AnyCompany policies and guidelines for Mortgage and finds that Nikki’s profile meets all the eligibility requirements for a mortgage of $500,000. Also, AnyCompany offers their premium tier customers a 0.5% discount on interest rate for mortgage amount above $300,000 and credit score above 700. John offers the additional 0.5% discount to Nikki. Nikki applies for a mortgage.
Removed from retargeting – Nikki’s mortgage application is defined as a conversion event, and sent back to Tealium. The conversion event enriches Nikki’s profile and is shared with marketing and advertising platforms to remove Nikki from retargeting.
Conclusion
In this blog, we discussed how modern businesses face the challenge of delivering seamless, personalized customer experiences across multiple touchpoints while managing vast amounts of customer data in real time. Without a unified approach, organizations struggle with fragmented customer profiles, inefficient contact center operations, and missed opportunities for engagement and revenue growth.
Tealium integrated with Amazon Connect addresses these challenges by unifying customer data, enriching customer profiles, and enabling real-time decision-making. Tealium data coupled with Amazon Q in Connect powered recommendations and intelligent contact flows in Amazon Connect empowers businesses to reduce call handling times, improve first-call resolution, and enhance overall customer satisfaction. Additionally, by synchronizing data between Amazon Connect and marketing platforms, businesses can refine engagement strategies, optimize resource allocation, and drive revenue through intelligent cross-sell and upsell opportunities.
Refer to Tealium’s AWS Marketplace listing for more details.
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Tealium – AWS Partner Spotlight
Tealium is an AWS Differentiated Technology Partner with Competencies in Advertising & Marketing, Data and Analytics, Automotive, Retail and more.
Contact Tealium | Partner Overview | AWS Marketplace
