Transforming CX with Amazon Connect and CRM Integration

Impact Health Sharing modernized its contact center by migrating to Amazon Connect and integrating real-time HubSpot CRM data. The result was improved agent efficiency, enhanced member experience, and a scalable, AI-ready platform.

CASE STUDY

5-MINUTE READ

Amazon Connect-powered contact center transformation integrating HubSpot CRM, AI chat, and intelligent call routing for healthcare organization.

The Challenge at Hand

As Impact Health Sharing continued to grow nationally, its contact center operations began to show strain under legacy infrastructure. The organization was operating in a traditional RingCentral environment, supported by hybrid integrations that were never intended for real-time CRM orchestration or AI-driven expansion. What once functioned adequately for a smaller operation had become a constraint, which was limiting efficiency and scalability.

When a call came in, there was no automatic member identification or CRM data population. Agents were forced to toggle between systems while on the phone with members. Representatives manually searched HubSpot for member records, introducing delays, increasing handling time, and creating opportunities for error.

Call flows were rigid and difficult to modify. Supporting new service lines or affiliated business units required disruptive changes to routing logic. Leadership lacked centralized visibility into call recordings, performance analytics, and operational trends, making it difficult to proactively manage call quality and staff performance.

At the same time, Impact Health Sharing was looking forward to the future. Leadership recognized the growing importance of AI-driven automation, chatbots, and intelligent routing, but the existing architecture could not support those capabilities without significant rework.

To continue delivering compassionate, member-first service while scaling operations, Impact Health Sharing needed a modern, cloud-based contact center foundation that unified voice, CRM, and AI capabilities into a single cohesive ecosystem.

Innovative Solutions Unleashed

D3Clarity partnered with Impact Health Sharing to design and implement a future-state architecture built on Amazon Connect, establishing a scalable, cloud-native contact center platform.

The engagement began with a structured discovery and planning phase to define technical requirements, operational workflows, and future AI objectives. Based on this assessment, D3Clarity designed a resilient architecture with separate Development and Production Amazon Connect environments to ensure controlled deployments and long-term scalability.

Telephony operations were migrated from RingCentral to Amazon Connect. Existing inbound and outbound call flows were carefully replicated and then optimized to improve voice routing logic, queue design, and agent assignments. The new environment introduced:

Intelligent queue routing
Role-based agent profiles
Call monitoring and recording
Enhanced reporting dashboards
Centralized operational visibility

This modernization provided immediate improvements in performance, governance, and administrative flexibility.

To streamline agent workflows, D3Clarity engineered a robust integration between Amazon Connect and the organization’s CRM system, HubSpot, using HubSpot APIs and serverless AWS components, including:

Amazon Connect
Amazon Lex and Amazon Q in Connect
AWS Lambda
Amazon S3
Amazon API Gateway
Amazon CloudWatch
Amazon EventBridge

Now, when a call is received:

The caller’s phone number triggers an automatic member lookup in HubSpot.
Relevant CRM data is surfaced in real time within the Amazon Connect agent workspace.
Agents no longer need to manually search for member profiles.

And, after each interaction:

Call records, metadata, and recording links (or transcripts, where applicable) are automatically logged back into HubSpot.
CRM core profiles remain unchanged, preserving data governance and integrity.

This orchestration was powered by AWS Lambdas, enabling serverless automation for profile creation, updates, and outbound call initiation. A localized database layer maintained Amazon Connect profile records, ensuring performance optimization and governance separation between telephony and CRM systems.

D3Clarity also introduced a dynamic Interactive Voice Response (IVR) architecture within Amazon Connect to support one of Impact Health Sharing’s affiliated companies under a separate phone line. Calls are routed based on caller intent without disrupting existing workflows. This flexible design enables Impact Health Sharing to onboard additional business units or service lines without re-architecting the entire contact center.

To prepare for digital channel expansion, D3Clarity deployed an AI-powered web chatbot using Amazon Q in Connect chat capabilities. The implementation included:

Indexing Impact Health Sharing’s knowledge base
Configuring web chat functionality
Developing a custom web chat widget with branding controls
Enabling transcript capture and live agent escalation
Optimizing conversational flows prior to production rollout

This created an omnichannel support experience and established a foundation for future AI enhancements, including automated knowledge retrieval and intelligent self-service.

2

Unified Channels: integrated voice and AI-powered web chat delivering consistent member experiences across live agents and automated support.

100%

Cloud-based telephony operations in Amazon Connect, enabling scalable, resilient, and centralized contact center management.

Transformative Results Achieved

The migration to Amazon Connect delivered a modern, unified, scalable, and AI-ready contact center platform that significantly transformed both operational performance and member experience.

Streamlined agent proficiency

- Real-time HubSpot integration eliminated manual data searches, reducing average handle time and improving accuracy during live interactions. Agents now receive immediate context when answering calls, allowing for faster, more personalized conversations.

Enhanced reliability and performance

- By moving to a cloud-native architecture, Impact Health Sharing gained a telephony foundation capable of scaling seasonal demand, membership growth, and new service lines, without infrastructure limitations.

Improved operational visibility

- Centralized call recording, monitoring, and reporting provided leadership with consistent performance metrics and actionable insights. Supervisors gained enhanced oversight into the overall performance and condition of a call (service queue), call outcomes, and service levels.

Future-ready AI architecture

- The integration of Amazon Connect with HubSpot through APIs and AWS Lambdas, along with the addition of Amazon Q in Connect, established a future-ready architecture capable of supporting:
- AI-driven chatbots and virtual assistants
- Automated knowledge retrieval for agents and self-service
- Intelligent routing and customer context enrichment
- Advanced analytics and conversational insights

Flexible business expansion

- The dynamic IVR design allows multiple business entities to operate within the same Amazon Connect environment while maintaining routing separation. This supports continued organizational growth without operational disruption.

Elevated member experience

- Members now experience faster identification, smoother interactions, consistent support across voice and chat channels, and reduced wait times, reinforcing Impact Health Sharing’s mission of delivering compassionate, community-driven healthcare support.

The project did more than replace legacy telephony; it established a scalable digital engagement platform aligned with Impact Health Sharing’s long-term growth strategy. By modernizing voice infrastructure and integrating real-time CRM intelligence, D3Clarity positioned Impact Health Sharing to innovate confidently, blending human-centered service with modern, cloud-powered technology.

25%

Agent Occupancy reduction in manual CRM lookup efforts and corresponding improvements in overall agent productivity and workforce utilization.

30%

AHT (Average Handle Time) reduction for member interactions as a result of streamlined workflows and reduced information retrieval delays.

25%

ACW (After Contact Work) reduction by automatically creating call logs, attaching recording links, and synchronizing interaction metadata directly into HubSpot without agent intervention.