Amazon Connect & Salesforce Integration



Author:
Mark Christian
Insulution PLC

[email protected]

+44 7706 029541

This document provides an introduction to Amazon Connect and outlines the key steps to achieve integrations with Salesforce.

A 31 step checklist is provided to help implement Amazon Connect with an existing Salesforce instance.

Please contact Mark on the number above to discuss your needs.

For planning purposes, a very basic implementation can be achieved inside 7 days for a small organisation with few staff and limited integration requirements. A larger more complex organisation, with many business processes and an existing on-premise Contact Centre (that needs migrating) with plans to implement self-service features will take considerably longer, possibly 3-6 months. This type of project needs very careful planning and estimating to avoid project cost overruns.An iterative waterfall or agile approach to delivery is recommended.

Demo Contact Centre

To understand the features of Amazon Connect & Salesforce integration click on the link (or dial the number below) so hear our basic Proof of Concept system :

+44 121 5027518

Chose Option 1 every time you’re asked.
Enter Pin number = 1 when requested.

Amazon Connect

Connect Key Features

Amazon Connect is an integrated suite of components offering customers the following:

  • Telephone Provisioning in multiple countries (Scalable capacity)
  • PSTN phone lines from multiple countries can be linked to Connect
  • ACD – Automatic Call Distribution
  • Web-based VOIP dialer application (Agents)
  • Interactive Voice Response (IVR)
  • Amazon Alexa (LEX) based voice processing
  • Computer Telephony Integration (CTI)
  • Integrated Chat System
  • Integration with multiple CRM systems including Salesforce
  • Integration with Back end systems via web API
  • Supports Inbound and outbound calls with Client to Agent, Agent to Agent, Agent to External, Agent to Client.
  • Agents can be located in any location including home and office.
  • PSTN call routing to agents is supported when internet quality is low. Built-in Chat system. Calls and Chats can be routed to agents.
  • Scalability is a key feature that is important for contact centers.
  • A very low entry cost makes Amazon Connect ideal for start-ups.
  • Flexible & simple security features
  • Ease of set-up and maintenance

Connect avoids the need for high-cost on-premise equipment that must be over-provisioned for occasional high volume and disaster recovery. This over-configuration to handle unexpected peaks & DR capacity is expensive to maintain and makes establishing new offices complicated.

With increased reliance on a home-based workforce, a cloud-based telephony solution provides a real alternative to clients, removing much of the complexity of an on-premise system.

Salesforce Integration Architecture

Amazon Connect & Salesforce integration can improve customer satisfaction by offering Self-service capabilities for sales, service & support calls. Integration between Amazon Connect and Salesforce is achieved through a cloud to cloud interface.

Components

Connect

Contact Flow & Decisions Flow

Lex

  • Lex is natural language recognition using the same functionality as Amazon Alexa.

Poly

  • Poly creates personalisation greetings

Lambda

  • Lamda is the component that interfaces with Salesforce objects. Can use data from any object typically Contact, Cases, Account. Understand the context from Salesforce to Figure out what the customer wants.
  • Salesforce Flow can be called from Connect to reduce the amount of interaction and prevent hitting API limits.

S3

  • Call recording data and other data generated is stored in S3 storage
  • Data can be aggregated and sent to Salesforce for reporting.**
  • Kenesis captures Call Trace Routing & Agent Events
  • Transcribe & Comprehend are features that allow notes to be created from interaction logs that can be sent to Salesforce as call notes to save agents having to write them by hand.
  • The sentiment of conversations can be sent to Einstein for next best action

Cloud Watch 

  • Dropped Calls & Abandonment data
  • Call Flow Logs
  • Transfer data back to Salesforce for reporting
  • Aggregate and pick, choose data and send back to Salesforce
  • Supports DashBoards and Einstein

Softphone

  • Agent calls are routed to the SoftPhone
  • AWS hosted softphone OPENCTI API in Salesforce performs a screen pop providing agents with customer details.
  • OMIChannel for digital (sms web chats)  Omnipresence syncing to avoid sending calls to agents
  • WEB RTC handles
  • IVR / ACD / CTI   – Voice Expert needed with CTI in the past.
  • Security firewall and data issue on-premise.
  • AI-enhanced customer

Business Processes Supported

Self Service Examples:

  • Update on Case
  • Update on Order
  • Update on Service Call
  • Request Information
  • Balance Inquiry
  • Payment Inquiry
  • Courier Dispatch Status

Amazon Connect Setup

Project Plan

The more dependencies there are on the client’s staff, the longer it will take to implement the project. It’s almost impossible to know how long a Connect to Salesforce implementation will take until all the requirements are known and a high-level design has been agreed with the client. We advise a T&M contract strategy prior to design approval.

31 Step Checklist

This checklist has been created to provide a template plan to work through the Integration of Amazon Connect to Salesforce. See separate Project Plan for skills, dependencies, effort etc.

StepActivityNotes
1Project LaunchDefine Project Scope, Brief, Deliverables, Resource needs, Skills, Timelines, Budget, Key Milestones, Target Live Dates, PMO, Reporting, Management Structure, Methodologies, Project Documentation, Tools, Stakeholders, Clients, Durations, RASCI Chart, Assumptions, Risks, Dependencies, Decisions and Estimates. Produce Project Brief or similar according to consultancy and/or client lifecycle/methods. Setup Collaboration Tools – Office365, Google Docs etc. Engage (meet) Amazon & Salesforce representatives for the client to obtain their support. Engage consultancies, client staff and any 3rd party companies providing support to the project. Build a communications plan and assign owners.
2Project KickoffGather and brief resources working on the project. Walkthrough outline plan & refine. Identify additional Stakeholders & Resources needed. Document and agree RASCI & RACI. Agree dates for Requirements, Process & Design Workshops. Key Milestone.
3Requirements Workshop(s)Setup Requirements Gathering Workshops with the client. Capture as User Stories. Use KanBan or agile requirements tracking system. Trello is a good default. Organise process workshops to complete requirements capture. Agree Call Volumes. Key Milestone.
4Complete AuditAudit the Clients Salesforce & AWS environments. Identify any Salesforce complexities. Include existing documentation and validate up to date. Carry out the audit before the Design workshop if possible. Key Milestone.
5Define Process MapsCapture Business Process & Call handling workflows. The client will need the training to participate. Confirm if new to ACD/IVR or replacing existing telephony systems. Contact center staff to be involved. Key Milestone.
6Design & Gap AnalysisMap out business requirements to features of Connect and Salesforce. Determine the need for custom coding for Lamda integration. Document configuration options during the workshop. Determine the cost of any additional functionality and capture high-level design. Identify Work Packages & Components. Create a RASCI Chart to identify who does what when. Identify Gaps and provide estimates to close. Obtain approval of funds GAPS. Adjust project scope. Raise any Risks & Issues relating to design constraints or gaps. Create SFDC Design to cover configuration work and custom coding. Key Milestone.
7Build EnvironmentsDecide Environment needs with the client. Typically a 2, 3 or 4 level structure. 1.POC 2. Dev 3.Test 4.Live Environment. Clean environments that are well managed are key. Audit existing environments. TA to drive this work package. Key Milestone.
8Create AWS ServiceRe-use existing AWS configuration if the client already uses AWS. Obtain details. Document AWS Environments during Audit.
9Create Connect serviceRe-use existing CONNECT if already setup. Create Dev, Test & Live instances
10LoginLogon to Amazon Connect AWS console.
11Identity Management.3 Choices. Check preferences client. Document Security Authentication Requirements.
12Admin SetupDefine Admin Users. Document Support Structure and email addresses.
13Agree Telephone NumbersDiscuss if porting existing PSTN phone numbers or allocating form AWS. Document PSTN Configuration. Discuss Toll Free. Refer Volumetric & Non Functional Requirements.
14Data StorageDefine Storage Amazon or other for call recording logs
15Define Account DetailsCapture and document in Site Configuration Manual
16Create QueuesDocument Call handling and Routing is required to complete this step.
17Hours of OperationsDefine one or more sites and hours of Operations. Document Site Operations.
18Create PromptsDecide if client has a suitable voiceover resource or if they prefer to engage an IVR voice over recording company. Text to Voice POLLY can be used to start with to prepare scripts. Convert to pro voiceover once approved/signed off to avoid re-work.
19Create Contact FlowsThis is the largest piece of work and will need to be done with the client’s staff so they can maintain ongoing. Use Visio to define flows and then map to the tool. Iterative process. Main area of Traning. Key Milestone. Time Consuming Step needs careful estimating. From Days to weeks effort. Potential for large effort & cost in this area so all requirements should be estimated and scored using MUSCOW or similar cost/benefit analysis. Use the POC environment to test concepts.

SSML Coding Features for Text to Speech
https://docs.aws.amazon.com/polly/latest/dg/ssml-to-speech-console.html

Poly Text to Speech design tool
https://us-east-2.console.aws.amazon.com/polly/home/SynthesizeSpeech
20Create Routing ProfilesThese allow you to route calls to specific groups of agents typically by skill set or location or language. These are useful for reporting and monitoring.
21Configure UsersObtain a spreadsheet with User Names, Email, Account details. Ideally, sync with Authentication systems or Salesforce Users. Define locations & hierarchy for reporting purposes. Linked to Security Profiles.
22Security ProfilesThe default profile will be ok for a small company, will need to review for larger organisations. Keep simple during development and add for Test/live.
23Configure Call HandlingVarious ACD options like After Call wrap up duration time (ACW) set here.
24Test Call HandlingCarry out tests to ensure working as expected before moving onto SFDC IntegrationKey Milestone.
25Install Salesforce integrationInstall the Salesforce / Amazon Connect app into chosen SFDC environments. This is a complex 10 Step process with a 100 page guide (see below)
26Test ConnectorTest Interface working
27Customise ConnectorAdjust configuration as agreed in Requirements Workshops.
28Customise SFDCCreate any Salesforce custom coding and configuration as per the design. Critical component. Potential for a large effort & cost in this area so all requirements should be estimated and scored using MUSCOW or similar cost/benefit analysis. A simple customisation will take days and a more complex one multiple weeks. Start simple and expand later to reduce the time to live.
29TestingCarry out Integration System testing internally and then UAT with client staff. Define Test Cases from User Cases. Track Defects and add to Kanban. Define Test Success criteria to exit.
30Go LiveCreate a Launch Plan and execute. A soft launch is Internally and then Friends & Family is a good approach to iron out any technical issues.
31Support HandoverWork through post-implementation support issues and when defects/issues/changes are below agreed threshold handover to Support after training carried out.

Connect Implementation

A brief reminder of how we set up Amazon Connect & Salesforce :

Identity management Change
Administrator Change
Telephony Change
Data storage Change

Storing users within Amazon Connect
Access URL: https://medtrac.awsapps.com/connect/home
Call Recording S3 Locationconnect-209e77c8d09e
Encryption Keyaws/connect
Chat Transcript S3 Locationconnect-209e77c8d09e
Incryption Keyaws/connect
Exported Reports S3 Locationconnect-209e77c8d09e
Encryption Keyaws/connect
Contact Flow Logs Location/aws/connect/medtrac
Your data will be encrypted and stored hereconnect-209e77c8d09e/connect/medtrac
Your Contact flow logs will be stored here/aws/connect/medtrac

Success!

Your Amazon Connect has been created. Now you can begin to choose phone numbers, accept calls, and engage with your customers.
Get started – Users can access Amazon Connect
https://medtrac.awsapps.com/connect/login
Please allow up to 15 minutes for the login page to become accessible. Configure additional resources such as data streaming and CRM integrations within  Amazon Connect AWS console.

Initial Logon to Connect

User Management
Signin to New Connect instance

Connect Dashboard

Multiple numbers in different countries can be added to Connect. Existing numbers can be ported in using a ticket.

Queues are often setup to segregate teams by skills and languages.

Prompts are audio recordings that can be played to clients and agents.

Contact flows support the incoming client to agent workflow
Creating a Contact Flow
Sample Inbound Flow
Routing profiles support different skill sets

A routing profile is a way of routing calls to specific teams or individuals typically based upon skills or languages.

Call Metrics let you track calls, agents, queue’s and voice/chat call durations.
Creating new users

Decide on the User Hierarchy – Typically locations of Agents you want to report on separately.

Amazon Question – When will you introduce other integration options for users?
Hierarchy – Agents could be defined in Salesforce and exported as a CSV.

Decide Wrap up time after a call before new calls placed
Create Profiles according to Security Matrix

Salesforce Integration

Edit

Insulution PLC – Mark Christian

This document provides a brief introduction to Amazon Connect / Salesforce Integration and a 31 step checklist to implement Amazon Connect with an existing Salesforce instance.

Demo Contact Centre

To test this implementation Dial the following number:

+44 121 5027518

Chose Option 1 every time you’re asked.
Enter the Pin number = 1 when requested.

Amazon Connect

Connect Key Features

Amazon Connect is an integrated suite of components offering customers the following:

  • Telephone Provisioning in multiple countries (Scalable capacity)
  • PSTN phone lines from multiple countries can be linked to Connect
  • ACD – Automatic Call Distribution
  • Web-based VOIP dialer application (Agents)
  • Interactive Voice Response (IVR)
  • Amazon Alexa (LEX) based voice processing
  • Computer Telephony Integration (CTI)
  • Integrated Chat System
  • Integration with multiple CRM systems including Salesforce
  • Integration with Back end systems via web API
  • Supports Inbound and outbound calls with Client to Agent, Agent to Agent, Agent to External, Agent to Client.
  • Agents can be located in any location including home and office.
  • PSTN call routing to agents is supported when internet quality is low. Built-in Chat system. Calls and Chats can be routed to agents.
  • Scalability is a key feature that is important for contact centers.
  • A very low entry cost makes Amazon Connect ideal for start-ups.
  • Flexible & simple security features
  • Ease of set-up and maintenance

Connect avoids the need for high-cost on-premise equipment that must be over-provisioned for occasional high volume and disaster recovery. This over-configuration to handle unexpected peaks & DR capacity is expensive to maintain and makes establishing new offices complicated.

With increased reliance on a home-based workforce, a cloud-based telephony solution provides a real alternative to clients, removing much of the complexity of an on-premise system.

Salesforce Integration Architecture

Amazon Connect & Salesforce integration can improve customer satisfaction by offering Self-service capabilities for sales, service & support calls. Integration between Amazon Connect and Salesforce is achieved through a cloud to cloud interface.

Components

Connect

Contact Flow & Decisions Flow

Lex

  • Lex is natural language recognition using the same functionality as Amazon Alexa.

Poly

  • Poly creates personalisation greetings

Lambda

  • Lamda is the component that interfaces with Salesforce objects. Can use data from any object typically Contact, Cases, Account. Understand the context from Salesforce to Figure out what the customer wants.
  • Salesforce Flow can be called from Connect to reduce the amount of interaction and prevent hitting API limits.

S3

  • Call recording data and other data generated is stored in S3 storage
  • Data can be aggregated and sent to Salesforce for reporting.**
  • Kenesis captures Call Trace Routing & Agent Events
  • Transcribe & Comprehend are features that allow notes to be created from interaction logs that can be sent to Salesforce as call notes to save agents having to write them by hand.
  • The sentiment of conversations can be sent to Einstein for next best action

Cloud Watch 

  • Dropped Calls & Abandonment data
  • Call Flow Logs
  • Transfer data back to Salesforce for reporting
  • Aggregate and pick, choose data and send back to Salesforce
  • Supports DashBoards and Einstein

Softphone

  • Agent calls are routed to the SoftPhone
  • AWS hosted softphone OPENCTI API in Salesforce performs a screen pop providing agents with customer details.
  • OMIChannel for digital (sms web chats)  Omnipresence syncing to avoid sending calls to agents
  • WEB RTC handles
  • IVR / ACD / CTI   – Voice Expert needed with CTI in the past.
  • Security firewall and data issue on-premise.
  • AI-enhanced customer

Business Processes Supported

Self Service Examples:

  • Update on Case
  • Update on Order
  • Update on Service Call
  • Request Information
  • Balance Inquiry
  • Payment Inquiry
  • Courier Dispatch Status

Amazon Connect Setup

Project Plan

31 Step Checklist

This checklist has been created to provide a template plan to work through the Integration of Amazon Connect to Salesforce. See separate Project Plan for skills, dependencies, effort etc.

StepActivityNotes
1Project LaunchDefine Project Scope, Brief, Deliverables, Resource needs, Skills, Timelines, Budget, Key Milestones, Target Live Dates, PMO, Reporting, Management Structure, Methodologies, Project Documentation, Tools, Stakeholders, Clients, Durations, RASCI Chart, Assumptions, Risks, Dependencies, Decisions and Estimates. Produce Project Brief or similar according to consultancy or client lifecycle/methods. Setup Collaboration Tools – Office365, Google Docs etc.
2Project KickoffGather and brief resources working on the project. Walkthrough outline plan & refine. Identify any gaps in resources. Identify additional Stakeholders & Resources needed. Discuss RASCI & RACI. Agree dates for Workshops. Key Milestone.
3Requirements Workshop(s)Setup Requirements Gathering Workshops with the client. Capture as User Stories. Use KanBan or agile requirements tracking system. Trello is a good default. Organise process workshops to complete requirements capture. Agree Call Volumes. Key Milestone.
4Complete AuditAudit the Clients Salesforce & AWS environments. Identify any Salesforce complexities. Include existing documentation and validate up to date. CArry out before requirements workshop if possible. Key Milestone.
5Define Process MapsCapture Business Process & Call handling workflows. The client will need the training to participate. Confirm if new to ACD/IVR or replacing existing telephony systems. Contact center staff to be involved. Key Milestone.
6Design & Gap AnalysisMap out business requirements to features of Connect and Salesforce. Determine the need for custom coding and Apps to be included. Document configuration options during the workshop. Determine the cost of any additional functionality and capture high-level design. Identify Work Packages & Components. Create a RASCI Chart to identify who does what when. Identify Gaps and provide estimates to close. Obtain approval of funds to close any GAPS. Adjust project scope. Raise any Risks & Issues relating to design constraints or gaps. Create SFDC Design for config and custom coding. Key Milestone.
7Build EnvironmentsDecide Environment needs with the client. Typically a 2, 3 or 4 level structure. 1.POC 2. Dev 3.Test 4.Live Environment. Key Milestone.
8Create AWS ServiceRe-use existing configuration at the client. Obtain details. Document AWS Environments during Audit.
9Create Connect serviceRe-use existing CONNECT if already setup. Create Dev, Test & Live instances
10LoginLogon to Amazon Connect AWS console.
11Identity Management.3 Choices. Check preferences client. Document Security Authentication Requirements.
12Admin SetupDefine Admin Users. Document Support Structure and email addresses.
13Agree Telephone NumbersDiscuss if porting existing PSTN phone numbers or allocating form AWS. Document PSTN Configuration. Discuss Toll Free. Refer Volumetric & Non Functional Requirements.
14Data StorageDefine Storage Amazon or other for call recording logs
15Define Account DetailsCapture and document in Site Configuration Manual
16Create QueuesDocument Call handling and Routing is required to complete this step.
17Hours of OperationsDefine one or more sites and hours of Operations. Document Site Operations.
18Create PromptsDecide if client has a suitable voiceover resource or if they prefer to engage an IVR voice over recording company. Text to Voice POLLY can be used to start with to prepare scripts. Convert to pro voiceover once approved/signed off to avoid re-work.
19Create Contact FlowsThis is the largest piece of work and will need to be done with the client’s staff so they can maintain ongoing. Use Visio to define flows and then map to the tool. Iterative process. Main area of Traning. Key Milestone. Time Consuming Step needs careful estimating. From Days to weeks effort. Potential for large effort & cost in this area so all requirements should be estimated and scored using MUSCOW or similar cost/benefit analysis. Use the POC environment to test concepts.
20Create Routing ProfilesThese allow you to route calls to specific groups of agents typically by skill set or location or language. These are useful for reporting and monitoring.
21Configure UsersObtain a spreadsheet with User Names, Email, Account details. Ideally, sync with Authentication systems or Salesforce Users. Define locations & hierarchy for reporting purposes. Linked to Security Profiles.
22Security ProfilesThe default profile will be ok for a small company, will need to review for larger organisations. Keep simple during development and add for Test/live.
23Configure Call HandlingVarious ACD options like After Call wrap up duration time (ACW) set here.
24Test Call HandlingCarry out tests to ensure working as expected before moving onto SFDC IntegrationKey Milestone.
25Install Salesforce integrationInstall the Salesforce / Amazon Connect app into chosen SFDC environments. This is a complex 10 Step process with a 100 page guide (see below)
26Test ConnectorTest Interface working
27Customise ConnectorAdjust configuration as agreed in Requirements Workshops.
28Customise SFDCCreate any Salesforce custom coding and configuration as per the design. Critical component. Potential for a large effort & cost in this area so all requirements should be estimated and scored using MUSCOW or similar cost/benefit analysis. A simple customisation will take days and a more complex one multiple weeks. Start simple and expand later to reduce the time to live.
29TestingCarry out Integration System testing internally and then UAT with client staff. Define Test Cases from User Cases. Track Defects and add to Kanban. Define Test Success criteria to exit.
30Go LiveCreate a Launch Plan and execute. A soft launch is Internally and then Friends & Family is a good approach to iron out any technical issues.
31Support HandoverWork through post-implementation support issues and when defects/issues/changes are below agreed threshold handover to Support after training carried out.

Connect Implementation

A brief reminder of how we set up Amazon Connect & Salesforce :

Identity management Change
Administrator Change
Telephony Change
Data storage Change

Storing users within Amazon Connect
Access URL: https://medtrac.awsapps.com/connect/home
Call Recording S3 Locationconnect-209e77c8d09e
Encryption Keyaws/connect
Chat Transcript S3 Locationconnect-209e77c8d09e
Incryption Keyaws/connect
Exported Reports S3 Locationconnect-209e77c8d09e
Encryption Keyaws/connect
Contact Flow Logs Location/aws/connect/medtrac
Your data will be encrypted and stored hereconnect-209e77c8d09e/connect/medtrac
Your Contact flow logs will be stored here/aws/connect/medtrac

Success!

Your Amazon Connect has been created. Now you can begin to choose phone numbers, accept calls, and engage with your customers.
Get started – Users can access Amazon Connect
https://medtrac.awsapps.com/connect/login
Please allow up to 15 minutes for the login page to become accessible. Configure additional resources such as data streaming and CRM integrations within  Amazon Connect AWS console.

Initial Logon to Connect

User Management
Signin to New Connect instance

Connect Dashboard

Multiple numbers in different countries can be added to Connect. Existing numbers can be ported in using a ticket.

Queues are often setup to segregate teams by skills and languages.

Prompts are audio recordings that can be played to clients and agents.

Contact flows support the incoming client to agent workflow
Creating a Contact Flow
Sample Inbound Flow
Routing profiles support different skill sets

A routing profile is a way of routing calls to specific teams or individuals typically based upon skills or languages.

Call Metrics let you track calls, agents, queue’s and voice/chat call durations.
Creating new users

Decide on the User Hierarchy – Typically locations of Agents you want to report on separately.

Amazon Question – When will you introduce other integration options for users?
Hierarchy – Agents could be defined in Salesforce and exported as a CSV.

Decide Wrap up time after a call before new calls placed
Create Profiles according to Security Matrix

Salesforce Integration

Edit