AWS re:Invent 2025 - Traeger accelerates contact center agent productivity with agentic AI (BIZ214)

Accelerating Contact Center Productivity with Agentic AI

Delivering Great Customer Experiences

• The key to great customer experience is a balance of personalization, efficiency, and intuitiveness
• Challenges in delivering this include internal system complexity, siloed data, and legacy technical debt
• Advice for improving customer experience:
  1. Start with a clear vision of the desired end-state experience
  2. Deliver incremental value and demonstrate business impact
  3. Get the underlying data infrastructure right to enable AI-powered personalization

Amazon Connect's Approach to AI

• Amazon Connect was built with AI integration in mind from the start
• Provides a foundation of APIs that can be leveraged by various AI agents
• Empowers human agents by augmenting their capabilities, rather than replacing them
• Shift from contact centers as cost centers to profit centers by driving business outcomes

Trager Grills' Customer Experience Transformation

Challenges with Legacy Systems

• Trager had no centralized customer experience processes or technology when Corey joined
• Relied on outsourced contact center partners with limited visibility and control
• Struggled with low customer satisfaction (35% CSAT) and first contact resolution (30%)

Adopting Amazon Connect

• Implemented Amazon Connect to gain control over their customer data and processes
• Leveraged features like sentiment analysis, transcription, and video support to build a robust CX ecosystem
• Enabled Trager to elevate customer insights to product and engineering teams

Integrating Meter Acquisition

• Trager acquired Meter, a wireless meat thermometer company, in 2021
• Needed to quickly integrate Meter's customer support into Trager's contact center
• Legacy systems were not designed to handle the complexity, leading to a poor agent experience

Deploying Amazon Connect Cases

• Implemented Amazon Connect Cases to provide a unified, integrated agent experience
• Eliminated the need to switch between multiple systems and screens
• Resulted in a 40% reduction in new agent training time and improved agent satisfaction

Enhancing with Agentic AI

• Leveraging AI-generated case notes and emails to improve consistency and efficiency
• Implementing "self-healing" contact center capabilities to automatically adjust to spikes in call volume
• Deploying AI-powered chatbots and IVR to handle non-value-added tasks and reduce agent workload

Key Takeaways

• Trager's customer experience transformation enabled them to:
  • Gain control over their customer data and processes
  • Integrate new business acquisitions seamlessly
  • Empower agents with a unified, efficient experience
  • Leverage AI to automate non-value-added work and enhance agent capabilities
• The flexibility and extensibility of Amazon Connect allowed Trager to rapidly innovate and adapt their customer experience
• Trager's focus on creating a personalized, "Traeger Hood" experience for customers, powered by agentic AI, has been a key driver of their success