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Conclusion: The future of customer service will rely heavily on automating assistance with targeted empathy1.

Expect virtual digital assistants to heavily reduce the need for contact centre services and become the preferred choice as a CX channel.

Amazon’s $100 million investment2 fund to drive innovation in Alexa and its large installed base will advance Alexa and consumer digital assistant Echo capabilities rapidly3.

Treat Amazon Web Services’ (AWS) new “Connect” Contact Centre-as-a-Service (CCaaS) product as a complementary customer experience (CX) tool. Expect Connect to operate as a Trojan Horse for more complete AWS AI and CX solutions inside AWS customers’ operations.

Within two years it should be clear that AWS Connect has provided a significant point of inflection in the direction and functionality of global contact centre operations and the use of blended virtual digital assistants for voice navigation in CX. This is because in future, ecommerce or any customer service supported by separate or poorly integrated merchandising and buyer assistance platforms will be thoroughly unacceptable to end users4. A seamless fully blended CX56 will have become the (minimum) norm.

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