Unified customer story: Unlock a single source of truth for customer issues with Amazon Connect Cases and Tasks

Imagine a scenario where a customer calls an organization about a billing issue. A contact center agent resolves it, but three days later, the same customer emails about a related problem. A different agent picks up the email, has no context about the previous call, and asks the customer to explain everything again. Meanwhile, a promised follow-up task sits forgotten in someone’s inbox, and the compliance team has no audit trail of what happened.

Such situations play out numerous times daily across organizations worldwide, contributing to millions of dollars lost annually due to poor customer service. In most contact centers, customer stories are fragmented across disconnected systems, a billing inquiry here, a technical support chat there, an email complaint somewhere else, with no cohesive narrative connecting these touchpoints and no systematic way to track the specific actions needed to resolve complex issues. Agents scramble through multiple screens trying to piece together context while critical follow-up tasks fall through the cracks, leaving customers frustrated by having to re-explain their issue and lack of visibility on how their issue is progressing.

Yet most companies are still managing complex customer issues with complicated, cumbersome tools that create the very friction destroying customer relationships and burning out contact center agents.

Resolve customer issues at scale with Amazon Connect Cases and Tasks

Amazon Connect Cases reimagines how modern organizations should handle complex customer issues. A native feature of Amazon Connect, the cloud contact center solution by AWS, Cases provides a unified workspace where agents can track, collaborate on, and resolve customer issues that span multiple interactions, channels, and team members. Unlike traditional case management systems that operate in silos and require complex integrations, Amazon Connect Cases provides agents with a complete timeline view of all customer interactions: calls, chats, emails, and tasks, in one unified interface.

What sets Amazon Connect Cases apart is its seamless integration with Amazon Connect Tasks, creating a powerful combination that tracks both the overall customer issue and the specific work items needed for issue resolution. When a customer contacts an organization, the agent immediately sees the full history and status of any ongoing issues, while Tasks ensures that every follow-up action is captured, assigned, and tracked to completion.

Arbonne is a global leader in the beauty and wellness industry, offering a range of high-quality, vegan, and cruelty-free products. The company recognized an opportunity to improve the agent experience by replacing its fragmented contact center systems, which included separate services for customer relationship management (CRM). They implemented Amazon Connect including Cases and Tasks in 90 days, reducing contact center operating costs by 25% and replacing 4 disparate legacy systems with one unified solution.

“I was in disbelief that a single solution could do it all,” said Rolando Salinas, Senior Director of Global Customer Care at Arbonne. “After the third call with AWS, I was convinced Amazon Connect could deliver what we needed. By using Amazon Connect, Arbonne created a more intelligent, efficient, and scalable contact center solution. Amazon Connect is now a centralized place for agents to communicate with customers and consultants via omnichannel customer experience. Amazon Connect Tasks automates and prioritizes agent tasks, while Amazon Connect Cases helps them track and resolve customer issues that require multiple interactions.”

With Amazon Connect, contact center agents can get started in a few clicks. This eliminates the stress of implementing third-party tools, custom integrations or lengthy deployments, as Amazon Connect Cases is already embedded in your contact center infrastructure.

From first contact to final resolution: Track the end-to-end journey of every customer issue

For customer experience leaders, Amazon Connect Cases solves the fundamental problem of context loss that plagues modern service organizations. Customer effort scores climb when agents lack context about ongoing issues, forcing customers to repeat themselves across channels and interactions. Cases can easily capture and update case information from IVR and chatbot interactions, so when agent assistance is required, the contact is routed to an available agent with the relevant case attached, resulting in improved average handle time and first-contact resolution. Using the flow designer, organizations can easily create, update and check status of cases, within their self-service experiences (such as IVR, chatbots), allowing customers to easily self-serve the status of their queries.

The impact is immediate and measurable across diverse scenarios. Consider a financial services firm handling fraud investigations: when a customer calls about suspicious charges, the agent can immediately see the complete case history of previous calls, security questions asked, temporary card issuances, and pending investigation tasks. Instead of asking the customer to repeat security information already provided, the agent can focus on resolution. Or imagine a government benefits office where a citizen’s disability claims spans months and involves multiple departments. With Amazon Connect Cases, citizens calling for updates can get status information through automated self-service, and if they need an agent, that agent immediately sees the application status, missing documents, and next steps eliminating the frustrating ‘let me transfer you’ experience.

Orbit Irrigation is a manufacturer and supplier of home and commercial irrigation systems, outdoor timers, garden hoses, and gardening tools. With Amazon Connect’s omnichannel self-service and agent productivity capabilities, they reduced their average handle time (AHT) by 15% and agents are handling 2x more contacts per hour.

“We started using Amazon Connect for customer support in 2021 and immediately loved that we had one omnichannel solution. However, we were still using our 3rd party CRM system and quickly realized it was unable to support the callback model, case workflows, and reporting we needed to efficiently support customers across channels and automate processes. After attending an Amazon Connect workshop, we set out to fully utilize all of Amazon Connect’s built-in capabilities. By using the out-of-the-box Amazon Connect agent workspace with case management, we avoided the time and expense of building our own agent desktop and deployed our solution only 3 months after we started configuration.”- Brian Dick, Senior Manager for Customer Care, Orbit Irrigation

Operational excellence through measurable performance metrics and consumption-based pricing

Operations leaders find Amazon Connect Cases feature compelling as it addresses the problems of inefficient case handling that leads to higher operational costs, longer resolution times, and poor resource allocation across teams. Also, traditionally, contact centers have used third-party case management solutions that follow a fixed per-seat pricing model. This often introduces significant operational inefficiencies requiring organizations to pay for every agent seat regardless of how frequently it’s used. This can be especially costly for teams with part-time agents, seasonal demand, or fluctuating case volumes, leading to underutilized licenses and unnecessary overhead.

Unlike traditional seat-based licensing models that charge for potential capacity, Amazon Connect uses a transparent pay-as-you go pricing model for every case created, with no licensing fees or upfront costs. A pay-as-you-go model allows contact centers to align costs with actual usage, offering greater flexibility to scale resources up or down as needed. This approach supports more agile operations and helps avoid overpaying for idle capacity, meaning you only pay for value delivered, not speculative usage.

Additionally, Amazon Connect also provides organizations clear ownership and accountability, with measurable performance metrics tied to resolution, not just response. Contact center managers can view key metrics for their organization such as first contact case resolution rate or case reopen rates, while built-in analytics track average case resolution time, average number of contacts per case, total cases created, and the percentage of cases resolved on first contact. These comprehensive metrics help managers quickly identify delays in case closure for specific case types and take actions which accelerate resolution and improve customer satisfaction. These built-in metrics help organizations understand their true case handling costs and optimize processes for maximum efficiency.

Watch Jeff Bennett, VP Operations at Zepz talk about how Amazon Connect Cases helps manage 4M+ cases every year and streamlines their contact experience.

Eliminate silos, empower agents, and simplify technology stack

Contact center directors and IT leaders appreciate how Cases addresses two critical challenges simultaneously: agent productivity and technology complexity. Agents traditionally juggle multiple applications, lose track of follow-ups, and lack visibility into case priorities and workload distribution. Cases provides a single, unified workspace where agents can view all case-related information, create and assign tasks, and collaborate seamlessly with other teams.

The technology simplification is equally compelling. Traditional case management requires complex integrations, expensive customizations, and ongoing maintenance of multiple vendor relationships. This feature offers real-time case event streams for integration with data warehouses and analytics platforms. Additionally, Amazon Connect Contact Lens rules, can automatically notify supervisors when a case is updated or breaches an SLA. This intelligent integration ensures that cases are automatically categorized, prioritized to the right teams based on what’s happening in the customer conversation, creating a responsive case management system that adapts to customer needs in real- time.

Industry applications across verticals

The Cases and Tasks features adapt to diverse industry needs: financial services use it for fraud investigations, loan processing, and regulatory compliance with comprehensive audit trails; healthcare organizations manage patient care coordination, insurance claims, and HIPAA-compliant documentation; government agencies handle citizen services, benefit administration, and multi-agency incident response; while technology companies coordinate complex technical support, security investigations, and customer feedback integration with engineering teams. This flexibility allows organizations to customize workflows to their specific processes rather than forcing business operations to conform to rigid software constraints.

The path forward

Amazon Connect not only helps manage customer issues, but it also transforms how organizations deliver customer experience. With transparent pricing, rapid deployment, and proven results, organizations are moving quickly to capture the competitive advantage that comes from Amazon Connect’s superior customer service capabilities.

Amazon Connect Cases is available today in multiple AWS regions with pay-as-you-go pricing and no long-term commitments. You can get started today by enabling Cases in your Amazon Connect instance or reach out to your AWS sales partner for more information .For latest region availability, see Amazon Connect feature availability by region.

About the Authors

	Ayesha Borker is a Principal Solution Architect specializing in Amazon Connect, AWS based in Seattle, WA. She often helps global leaders navigate complex technology decisions and guide them to transform their customer experience using AI and cloud solutions. In her free time, she loves taking long walks, exploring new travel destinations and recreating dishes she tasted on her trips.
	Luther Fan is a Senior Product Manager at Amazon Web Services based in Seattle, WA. He drives development of workforce acceleration capabilities that redefine how businesses manage and resolve work at scale, including Amazon Connect Cases. He is passionate about delivering new products and features that delight agents and deliver business value to companies.