Enhancing the member experience using Amazon Connect Customer with Flybuys

Flybuys is a critical touchpoint in the everyday shopping experience of millions of Australians, and the quality of every member interaction is a priority for the company. Previously, Flybuys used outsourced legacy tools to handle support inquiries on topics that ranged from point balances to account management. But without direct access to call transcripts, support data, or near real-time (NRT) operational metrics, the team found it difficult to measure agent performance or act on member feedback.

The company also wanted to build efficiencies in the operating model of its service center to enhance member experience. “Every interaction shapes how a member feels about Flybuys,” says Matthew Condie, senior product manager at Flybuys. “We needed full ownership of our support environment so we could see what was happening, understand why, and act quickly.” So Flybuys decided to build an in-house member experience on Amazon Connect Customer—an agentic AI solution that offers customization options, native AI capabilities, and deep conversational analytics.

To run proofs of concept and validate the architecture, Flybuys engaged AWS Professional Services, which works to accelerate business transformation on AWS with proven, industry-specific expertise. The team migrated in 7 months. “People told us it couldn’t be done within that timeline, but we did it,” says Condie. “Working with the AWS team gave us the confidence to move fast while maintaining quality.”

By using Amazon Connect Customer, the company provides support across voice, email, chat, and social channels, giving members the flexibility to engage on their terms. Looking to implement innovative AI capabilities, Flybuys was among the first customer organizations to adopt several AI-powered features in Amazon Connect Customer. With the pay-as-you-go Amazon Connect Customer Pricing model, the team selected, tested, and deployed the features without cost barriers. “We were drawn to the flexibility and customization of Amazon Connect Customer,” says Condie. “It’s a solution that we can adapt to our pace and unique needs, with no compromises.”

No longer limited by legacy infrastructure or outsourced tooling, the company can keep innovating for its members—paying only for what it uses. “This is a major advantage of Amazon Connect Customer,” says Condie. “We can test and adopt AI capabilities without going through business cases or additional financial approvals, because the base cost includes these capabilities.”

Among these features is an AI-powered agent assist that surfaces relevant knowledge in NRT to help agents resolve members’ inquiries quickly and accurately. To automatically evaluate interactions, the company also implemented AI-powered conversational analytics, delivering consistent quality across human and AI agents. The result is deep insights into every member interaction, helping leaders monitor, measure, and continuously improve the experience.

“By using Amazon Connect Customer, we’ve connected member experience metrics to what actually drives the business,” says Condie. “We wove sentiment analysis into our operational metrics and reporting to measure both agent and customer sentiment. For the first time, we’re directly connecting member experience metrics with business outcomes.”

Since migrating to Amazon Connect Customer, Flybuys has reduced the total operating costs of its member experience by 24 percent while adding 500,000 members. AI agents now support team members during 65 percent of member interactions. And the company can automatically evaluate virtually 100 percent of those interactions, whether human or AI. For the first time, Flybuys has visibility into sentiment, quality, and outcomes across every channel, turning each member interaction into a source of insight.

The company is moving quickly to bring agentic AI to members across both voice and digital channels. Within weeks, the Flybuys team built a proof of concept for a chat agent by using Amazon Connect Customer, with voice and chat agents now live in market. “It’s so simple to build and customize that we’ve built most of it ourselves without running into a single roadblock,” says Condie. With its new in-house member experience, Flybuys is firmly in the driver’s seat. And with a pace of innovation that shows no signs of slowing, excellent member experiences are still to come.