Midea Uses AWS Generative AI to Improve the Customer Experience and Expand Its Business Globally

LAS VEGAS, December 2, 2024-At AWS re:Invent, Amazon Web Services, Inc. (AWS), an Amazon.com, Inc. company (NASDAQ: AMZN), today announced that Midea, a leading global technology company, uses Amazon Connect to achieve rapid and successful deployment of cloud-based omnichannel customer contact centers across 14 countries and regions worldwide. Additionally, Midea is leveraging Amazon Connect's newly integrated generative AI capabilities, including Amazon Lex, Amazon Q and Amazon Connect Contact Lens, to build sophisticated and highly customized cloud contact centers, dramatically improving the user experience for Midea's customers across the globe.

Midea is a global technology group with an extensive footprint of approximately 400 subsidiaries, 33 research and development centers, and 43 major production facilities, operating across more than 200 countries and regions. Throughout its international expansion, Midea has encountered several obstacles in customer service operations, including fragmented systems, challenges with data integration, and the absence of a formally structured call center. Their traditional call center infrastructures have presented hurdles such as protracted deployment cycles, substantial costs, and intricate maintenance requirements.

Leveraging AWS's AI-powered cloud contact center service Amazon Connect, Midea achieved fast deployment of contact centers globally, reducing implementation time from months to weeks meanwhile reducing operating costs by 30%. Amazon Connect also integrates with Amazon QuickSight, providing customized data reports and dashboards that allow Midea headquarters to centrally monitor and control service qualities worldwide. And by analyzing the operational effectiveness and recommending necessary adjustments to hundreds of overseas customer service agents, the AI-driven insights helped improve the overall customer experience. As a result, Midea's global contact centers made an impressive achievement of 95% customers being connected with an agent within 60 seconds of calling in.

With the rise of generative AI technology, Midea recognizes the transformative potential and opportunities it will bring to customer service area. Midea is integrating Amazon Connect's new generative AI capabilities, including Amazon Lex, Amazon Q, and Amazon Connect Contact Lens, to enhance all aspects of its contact centers, from self-service to agent assistance and quality assurance. By leveraging these GenAI capabilities, Midea aims to deliver more personalized customer experiences.

Amazon Lex enables quick, natural language-based creation of personalized chatbots and Interactive Voice Response (IVR) systems, simplifying the setup and improving user experience in self-service activities. Amazon Q simplifies the Midea's agent support by analyzing real-time interactions and suggesting solutions based on a knowledge base, boosting first-call resolution and customer satisfaction. Amazon Connect Contact Lens provides post-service summaries and performance insights, helping Midea Contact Center managers perform evaluations faster and more accurately of their agents and improve their service productivity and quality.

"As part of our digital transformation strategy, we're thrilled to partner with AWS to build intelligent global customer contact centers," said Gavin Wu, head of global supply chain and service of Midea. "With Amazon Connect as the foundation for our cloud-based contact centers deployed worldwide, we've not only modernized our global call centers but also significantly boosted service productivity and elevated user experiences across regions. We look forward to deepening our collaboration with AWS in generative AI to further optimize customer service processes and to deliver consistently superior quality and highly effective experiences for our global consumers."

"As cloud computing and generative AI technologies rapidly advance, the customer service landscape is shifting from traditional models toward more intelligent, efficient, and personalized solutions," said Pasquale DeMaio, vice president of Amazon Connect, AWS. "We are pleased to see Midea proactively embrace this transformation by embedding Amazon Connect and its generative AI capabilities into its customer service processes and offerings. AWS remains committed to exploring more innovative scenarios and applications with Midea to continuously reshape customer service experiences."

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