Atomy Accelerates Global Expansion with Genesys Cloud CX on AWS

South Korean network marketing company Atomy unified its contact centers worldwide to simplify management and IT resources. Previously, Atomy’s customer contact centers were isolated, each having a different customer engagement system that made it difficult to assess customer experience across the company. Atomy implemented Genesys Cloud CX, a solution built on Amazon Web Services (AWS) by AWS Retail Competency Partner Genesys. Moving to the Genesys Cloud CX platform helped Atomy plan for its future expansion, deliver consistent customer experience, and improve agent efficiency.

Atomy works to sell high-quality products at sustainable prices through distribution channels that compete with home shopping networks, department stores, and online shops. To transform network marketing, it’s embracing innovative technologies and driving innovation in its business processes. Han-Gill Park, founding chairman of Atomy, describes the company’s vision of the consumer-linked network marketing system in simple terms: “Absolute quality, absolute price.”

 

With annual revenues of $1.73 billion and 16 million global customers in 2020, Atomy wanted to streamline and transform its customer experience globally. It plans to expand the business to over 60 countries by 2031. “Our vision is to make sure that no matter what country you’re in, you get a consistent high-quality customer experience,” says SungHoon Choi, IT manager of Atomy.

 

As of 2021, Atomy contact center callers include two distinct groups: registered sellers and online customers. Queries range from membership-related matters to questions about product delivery and special promotions. Atomy needed to address the way that customer inquiries were handled across 18 countries while unifying its disparate data collection, so the company reached out to AWS Retail Competency Partner, Genesys for assistance. Genesys is also an AWS Machine Learning Competency Partner and an AWS Independent Software Vendor (AWS ISV), with Genesys Cloud available on AWS Marketplace. By using Genesys Cloud CX, Atomy successfully moved away from manual data collection across different systems to an automated, singular data collection source. The platform gave Atomy better access to insights on its operational processes and caller analytics. And using Genesys Cloud CX saved Atomy the effort and cost of setting up contact centers at its smaller offices.

In its early days, Atomy could manage the needs of its sellers and customers. But as the company struggled with siloed information, global expansion proved challenging. Each foreign office used a different customer engagement system; some offices had no solution at all. And although data was being collected, its breadth and depth varied by country.

 

Siloed systems made it difficult to measure the customer experience being delivered across the company. Atomy operates through a complex business model where both sellers and customers call into the same contact center. The company needed to capture a 360-degree view of these interactions.

 

To bridge the gap, Atomy required a global partner with expertise in supplementing an international delivery model. Because its existing platform and processes were no longer the right fit, it needed to set a solid foundation with a flexible contact center platform that would facilitate future growth. The new contact center solution also needed to support long-term plans for multiple-language hubs and have the ability to scale operations.

 

Atomy found the right partner in Genesys with the all-in-one Genesys Cloud CX platform. “We decided to go with Genesys Cloud CX because it provides us with a single view of the customer, an elevated level of stability, and efficient installation time while being cost effective, scalable, and compatible with third-party applications,” says Choi. “We introduced Genesys Cloud CX for the efficient collection and usage of different data.”

Genesys Cloud CX uses Amazon Athena—an interactive query service that makes it easy to analyze data—to help generate near-real-time insights that assist human agents and chatbots to support customers. It also uses Amazon ElastiCache—a fully managed in-memory caching service supporting flexible, near-real-time use cases—to support customer interactions and provide a seamless customer experience. To help support contact center responsiveness, Genesys Cloud uses Amazon DynamoDB, a fully managed, serverless, key-value NoSQL database designed to run high-performance applications at any scale. Using Amazon DynamoDB helps users identify patterns in customer service requests as well as handle a high volume of requests at once.

 

Genesys gives contact center employees the support they need with the integration of artificial intelligence. It uses Amazon Lex—a fully managed artificial intelligence service with advanced natural language models for building conversational interfaces into applications—for voice and text conversations. For text to speech, Genesys chose Amazon Polly, a service that turns text into lifelike speech so that developers can create applications that talk and so that they can build entirely new categories of products with speech capabilities. And to support event-driven actions, Genesys uses AWS Lambda, a serverless, event-driven compute service that lets developers run code for virtually any type of application or backend service without provisioning or managing servers.

When the COVID-19 pandemic began, Atomy offices in Malaysia and Singapore faced a sudden lockdown. Employees in these offices needed to work remotely, but the old solution couldn’t support a work-from-home model. By implementing, Genesys Cloud CX, Atomy addressed this need using a WebRTC softphone. Agents just needed a decent web connection to make and receive calls.

 

“One thing for sure is that when we migrated to the cloud, employees did not feel lost or experience any inconvenience. I believe that in itself is a success,” says Choi. “By implementing Genesys Cloud CX, agents in offices in Singapore and Malaysia were able to quickly transition to a remote environment during lockdowns caused by the COVID-19 pandemic.”

 

Customers now can choose between voice phone calls and WebRTC, depending on their location. Through WebRTC, a customer can start a call in Singapore through their mobile device, and if the contact center is occupied, Atomy can redirect those calls to its headquarters in South Korea. This reduces wait time and improves agent efficiency.

 

Atomy is well positioned for growth with building blocks in place for rapid global expansion. It plans to deploy an artificial intelligence–powered chatbot to deliver enhanced customer service and gain better visibility into customer journeys. The company envisions a personalized shopping experience that understands the intent of its website visitors.