NTT DATA and AWS Partner to Accelerate AI-Powered Contact Centres
October 4, 2025 - NTT DATA has signed a Strategic Collaboration Agreement with Amazon Web Services (AWS) to speed up the rollout of AI-driven customer experience solutions across global contact centres.
At the centre of the agreement is Managed Customer Experience (MCX) for Connect, a modular platform built on Amazon Connect. MCX brings AI, analytics, and digital channels together while linking cleanly with existing CRM and ITSM systems.
Why this matters for customer support leaders
- Reduce average handling time through intelligent routing and next-best-action guidance.
- Improve first-call resolution with predictive service and integrated knowledge.
- Lift CSAT by deploying conversational agents that adapt to real-time sentiment.
- Scale across healthcare, financial services, retail, and telecommunications-where customer journeys are complex and high-stakes.
What's included
- Conversational AI agents with real-time sentiment analysis to detect intent and mood, then adjust responses or escalate to the right human agent.
- Predictive service capabilities to anticipate needs, schedule follow-ups, and flag risk before it becomes backlog.
- Intelligent call routing that factors in customer history, skills, and availability to cut transfers and holds.
- NTT DATA IP, including real-time speech analytics and a Smart AI Agent Ecosystem, to speed adoption and standardize best practices.
Architecture and integration
MCX for Connect is modular. You can deploy components-agent assist, bots, analytics, channel extensions-without ripping out your current stack.
Native integrations with CRM and ITSM keep interaction data, cases, and workflows in sync. That means less swivel-chair work and more context for agents in the moment.
Delivery and support
NTT DATA will lead hosting, implementation, security, and ongoing managed services. Joint solutions are expected to reach clients in the coming months.
The goal: faster time to value with guardrails for scale, governance, and continuous optimization.
Leadership perspective
"This strategic collaboration agreement with AWS represents a pivotal moment in our mission to modernise customer experiences for the AI-first era," said Sashen Naidu, Global VP of Customer Experience at NTT DATA. "By combining NTT DATA's contact centre heritage, digital transformation expertise and client experience innovation with Amazon Connect's cloud-native capabilities, we are helping customers reimagine how they engage with their customers and stay ahead."
Action plan for your contact centre
- Map one or two high-volume use cases (password reset, billing inquiry, appointment scheduling) and pilot conversational AI with clear success metrics.
- Set up agent assist to surface knowledge, summarize calls, and recommend next steps-start with a single queue to prove value.
- Connect CRM and ITSM so cases, notes, and tasks flow automatically. Keep humans in the loop where compliance or high empathy is required.
- Establish a feedback loop: track AHT, FCR, CSAT, deflection, and escalation reasons. Review weekly to refine intents and routing.
- Create a privacy and compliance checklist for sentiment analysis and call recording. Align with legal and QA before scaling.
Next steps
If you're evaluating Amazon Connect, review capabilities and pricing on the official page: Amazon Connect.
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