Bridging Amazon Connect & Salesforce

The Alcohol and Gaming Commission of Ontario (AGCO) Contact Centre sought to improve how it captured and analyzed customer interaction data. With information spread across Amazon Connect, Salesforce, and internal systems, AGCO lacked a centralized framework to generate meaningful insights or track performance effectively.

Their goal was to consolidate contact center data in Microsoft Azure Synapse to support advanced reporting and empower their teams with better visibility through Power BI dashboards—all without disrupting existing systems.

AGCO's analytics team struggled with:

• Manual data extraction processes that delayed KPI reporting by 48+ hours
• Siloed visibility between call metrics and case resolution data
• Inability to correlate agent performance with customer satisfaction
• Security concerns about moving regulated data between cloud platforms

The organization needed a solution that would unite Amazon Connect call data with Salesforce case information in their Azure environment—without disrupting existing workflows or compromising compliance requirements.

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Rather than building complex data pipelines in AWS, BitSummit designed an Azure-centric solution that minimized AWS customization while maximizing data integration:

"We recognized that AGCO's expertise was in Azure, not AWS," said Haseeb Minhas, BITSUMMIT's Cloud Solutions Partner. "Our approach leveraged Azure Synapse as the orchestration hub, treating AWS as a data source rather than a processing platform."

The implementation followed four critical phases:

1. AWS Data Lake Configuration: BITSUMMIT configured Amazon Connect's Data Lake Export feature to automatically populate AWS Lake Formation with call records and agent events.
2. Cross-Cloud Data Pipeline: Using Azure Synapse Pipelines, BITSUMMIT established secure connections to both Amazon S3 and Salesforce, implementing parallel processing that reduced transfer times by 40%.
3. Unified Data Model: The team designed a schema in Azure Synapse SQL Pool that seamlessly merged call records with case data, enabling cross-domain analysis.
4. Security-First Design: BITSUMMIT implemented least-privilege access controls, with AWS credentials securely stored in Azure Key Vault and all data transfers encrypted.

Within three months of implementation, AGCO's Contact Centre experienced significant improvements:

• Real-Time Insights: Supervisors gained access to Power BI dashboards showing integrated call metrics and case resolution data, reducing decision time from days to minutes.
• Agent Performance Optimization: By correlating call handling metrics with case outcomes, AGCO identified coaching opportunities that improved first-call resolution rates by 15%.
• Compliance Confidence: The solution's comprehensive audit trails and encryption satisfied Ontario's strict regulatory requirements for handling sensitive customer data.
• Technical Simplicity: By centralizing orchestration in Azure Synapse, AGCO's team could maintain the entire solution without specialized AWS expertise.

"BITSUMMIT's solution transformed how we leverage our data," noted AGCO's Contact Centre Lead. "We now have a unified view of our customer interactions that drives both operational decisions and strategic planning."

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Beyond technical achievements, the project delivered lasting business value:

• Customer Experience: With complete interaction history available at their fingertips, agents now provide more personalized service.
• Operational Efficiency: Automated data integration eliminated manual reporting processes, freeing staff for higher-value activities.
• Strategic Decision-Making: Leadership gained visibility into emerging customer needs and service trends, informing resource allocation and training priorities.

By bridging the gap between Amazon Connect and Salesforce within Azure Synapse, BITSUMMIT enabled AGCO to transform raw data into actionable insights that continuously improve the customer experience.