Posted on February 8, 2024 in

Contact Flow Analytics

With customers' expectations constantly evolving, understanding your customers' needs and optimizing their journey is paramount. Within Amazon Connect, Contact Flows allow rich customer journeys to be orchestrated, and here we detail how analytics provide valuable insights into how these orchestrations are performing. Contact Flows can be simple IVR applications or full Conversational AI assistants which also handle complex routing business rules. For this reason, continuously monitoring and optimising their performance is key to ensuring that they deliver on customers needs.

Core Analytics for Informed Decisions

Contact Flow analytics delve deeper than traditional contact center metrics, providing a comprehensive view of your Amazon Connect interactions.

  • Identify Bottlenecks: Pinpoint areas where customers get stuck, abandon interactions, or opt for agent assistance. Use this data to refine your contact flow logic, virtual assistant prompts, and agent routing strategies.
  • Measure Performance: Track key metrics like containment rates, resolution times, and first contact resolution. Analyze performance across different contact flows, business units, and time periods to identify areas for improvement.
  • Understand Customer Behavior: Gain insights into how customers navigate your IVR applications and interact with your Lex implementations. This knowledge empowers you to personalize user journeys and anticipate their needs.

Unlocking Advanced Insights

  • Dive deeper into individual customer journeys to understand specific pain points and identify opportunities for personalized interventions.
  • Analyse A/B tests to continuously improve self-service options and routing logic.
  • Define custom metrics that align with your unique business goals, gaining insights that go beyond standard reporting.
  • Analyze historical data to uncover trends and predict future performance, enabling proactive adjustments to your IVR and virtual assistant systems.

Resulting Benefits

Optimising Contact Flow implementations yields benefits which include reduced costs, improved customer satisfaction and increased efficiency.

  • Reduced Costs: By optimizing your IVR and virtual assistant, you can deflect unnecessary calls to live agents, leading to cost savings.
  • Improved Customer Satisfaction: By addressing pain points and personalizing interactions, you can create a smoother and more satisfying customer experience.
  • Increased Efficiency: Data-driven insights empower you to streamline operations, improve agent productivity, and allocate resources effectively.


Optimizing customer journeys is crucial in today's evolving landscape. While Contact Flows in Amazon Connect offer powerful capabilities, analysing their effectiveness is key. Contact Flow analytics provide a deeper view than traditional metrics, allowing you to monitor, optimize, and ensure your journeys continuously adapt to meet and exceed customer expectations. Leverage this data-driven approach to unlock the full potential of your interactions and foster lasting customer loyalty.

As always, to find out more, contact us at or visit to arrange a demo

February 8, 2024 AWS

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