Here’s Challenges We Had at Amazon Kindle Contact Centers and Why I Am Excited About Level AI

Jim Wilson

August 31, 2021

Here's Challenges We Had at Amazon Kindle and Why I Am Excited About Level AI - blog post

When I was part of the Amazon devices (Kindle, Fire tablets, etc) team our contact center team was the hub of customer engagement and troubleshooting. In order to scale a budding business, we wanted our call center agents to disposition call reasons accurately for analytics and deep dives. We faced several challenges related to call categorization and agent training within the customer support organization. Amazon used a common approach to call categorization. At the end of every contact, the agent selected the call category from a tiered tree. This approach had two primary issues. 

The first issue was the definition and management of the categories. We went through a few iterations of expanding the number of categories in an effort to gain issue fidelity and then later reducing the number to simplify. Every change required new guidance and training for agents, and it never resulted in feeling more confident in the data.

The second issue was accuracy. A study by our quality improvement team found that many contacts weren’t being categorized well based on review by an experienced team lead. This was not surprising because agents weren’t rated on the quality of their categorization, but they were rated on their average handle time (AHT), and searching for the perfect category takes time. Additionally, the study also found that most contacts had multiple categories but we forced a single category for the call and lost a lot of rich data.

These are the same problems we see teams of all sizes struggle when it comes to the modern contact center. 

What we needed was an analytics layer that could categorize calls appropriately in order to reduce after-call work, improve data quality, and keep agents focused on helping customers. Even better if the system could help identify categories and provide real-time assistance to agents in finding the right information for customers.  

I am excited about Level AI because it was clear how the product addresses these challenges. Level AI gives superpowers to your support organization. The semantic intelligence engine at the core of the product helps identify detailed drivers of call interactions, not just the words, with your customers. It enables your agents, your quality assurance team, and your product teams to operate more efficiently and with greater insight.

Let’s talk about how we can help your business get to the next level. 

Jim Wilson is the VP of Business Operations at Level AI. He’s previously worked in product at Amazon where he was the product manager for Mayday, Amazon’s remote support and video chat feature on the Fire tablet. Jim has also worked on products across retail, mobility, and home services.  

Jim Wilson

August 31, 2021

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