Automated Self-Service and Digital Deflection

Streamlining Global Gifting Operations with Amazon Connect

>60%

Digital Deflection

Successfully transitioned more than half of inbound voice traffic to lower-cost digital self-service channels.

AHT

Reduction

Automated authentication and order lookups removed the most time-consuming manual steps from the agent workflow.

CX

Enhancements

Agents receive pre-authenticated customer data and order details upon call arrival, eliminating repetitive discovery.

August – December 2025

Retail & E-commerce — IVR Modernisation; Digital Deflection; Omni-Channel

About Client

Our client is a leading global personal financial services business. Operating at significant scale, they provide payment solutions to millions of consumers and corporate clients, requiring a highly responsive support ecosystem for time-sensitive financial enquiries.

The Opportunity

The client faced high inbound voice volumes driven by repetitive, low-complexity queries, such as order status updates and requests to resend financial products. The absence of a self-service authentication layer meant agents spent excessive time on routine identity verification and manual order lookups. This lack of automation led to increased wait times and rising operational costs, particularly during peak periods where volume spikes put significant pressure on the contact centre.

Our Solution

Contacx designed and deployed an intelligent Amazon Connect IVR solution to automate high-volume interactions and provide customers with faster resolution through digital channels.

Digital Channel Deflection: We implemented “Voice-to-SMS” workflows that allow customers to opt-in to receive a direct link via SMS to the client’s app or chat channel. This allows for immediate self-service and enables the customer to terminate the call, reducing queue pressure.
Automated Authentication (OTP): To secure the self-service flow, Contacx built and integrated AWS Lambda-based OTP-Send and OTP-Validate APIs. This enables customers to securely authenticate their identity entirely within the IVR using a one-time passcode.
Order Discovery Integration: We developed a real-time Order Lookup API integration using AWS Lambda. This allows the IVR to automatically retrieve order status data.
Intelligent Agent Handoff: For calls requiring human intervention, we configured a dedicated agent companion app to display pre-authenticated data and order outcomes. This ensures agents have full context immediately, removing the need for manual data entry.

The Conclusion

The transformation has significantly optimised the client’s global support operations. By deflecting over 60% of routine enquiries to digital channels, the client has realised substantial cost savings while providing customers with 24/7 self-service options. The automation of the most time-consuming manual steps, including identity verification and order lookups, has empowered agents to focus on complex resolutions, ultimately improving both the employee and customer experience.