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Scoring a better customer experience

Amazon Connect delivers a seamless booking system to get golfers tee times

Industry: Sports and entertainment
Location: North America
Tech and services: Amazon Connect


  • Millions of registered users had to navigate a confusing Interactive Voice Response (IVR) system to book tee times at golf courses around the world
  • Existing system did not provide a seamless and consistent customer experience
  • Client also faced limitations with static, per-seat licensing model as well as challenges with the annual review cycle
  • Requested an omnichannel solution that delivered a consistent, integrated experience with the potential to implement chat and text functionality


  • Leveraging our Amazon Connect experience, Capgemini architected an overall solution and implementation blueprint
  • Integrated with the client’s existing Salesforce system, including the customization configuration of three Amazon Connect LEX bots
  • All metrics were exported to a custom Salesforce object after each call, and dynamic emergency after-hours calls were routed based on a calendar
  • Built-in Amazon Connect functionality and call flows including directory look-up by number within each flow
  • Using Agile delivery, the implementation was completed in sprints for design, build, integration, testing, and UAT
  • Implemented chat functionality, and ad-hoc voicemail was limited to emails containing both a transcript and audio attachment


  • Improved customer service with a centralized, cloud-based IVR system
  • The ability to handle three different categories of customer support – B2C, B2B, and an answering service for golf courses
  • Shifted to an operating expense model, taking advantage of pay-as-you-go pricing
  • Can add capacity as needed to support peak times without having to procure additional hardware or software upgrades
  • Additional functionality can be added with minimal downtime, and the need for capital investment is eliminated

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