Many brands still measure customer experience by whether the issue was resolved. Pasquale DeMaio, Vice President at Amazon Connect, argues that this is no longer enough.
In a recent interview with CX Today, DeMaio said the bigger risk is not always visible failure. It is the customer who gets through the process, accepts the answer, and then quietly decides not to come back.
AWS explored the same theme in DeMaio’s recent blog, “Failure Didn’t Lose Your Customers, Mediocrity Did”. The argument is blunt, and rather useful: resolution may close the transaction, but it does not always earn the next interaction.
AWS’s latest Amazon Connect Customer launches are designed to support that shift from basic resolution to more relevant, context-aware customer experiences. The new capabilities focus on helping organizations build AI-native, agentic interactions that can understand customer intent, use richer context, and guide customers toward more useful outcomes across voice…
https://cxtoday.com/amazon-connect-customer-targets-the-cx-problem-brands-still-miss-aws-cs-0185
