Challenges
In pursuit of a standardized global contact center infrastructure, Midea is implementing a unified contact center solution across its international operations. This strategic initiative requires significant resource allocation and presents challenges including extended implementation timelines and elevated cross-border project expenses. Within the current competitive landscape, organizations are experiencing heightened expectations regarding customer service delivery. The expeditious deployment of contact centers featuring multilingual capabilities while optimizing operational expenditure has emerged as a fundamental business imperative. The strategic challenge involves developing a comprehensive customer service ecosystem that addresses global operational requirements and adheres to data security protocols—while consistently delivering exceptional customer experiences within budgetary constraints.
Results
Implemented global telephony and monitoring system
What We Did
Midea aims to establish a globally unified, omnichannel customer contact center—an integrated interaction platform supporting diverse communication, quick customer issue resolution, and reduced service costs. Amazon Connect's intelligent cloud customer service center enables rapid deployment overseas, easy business system integration through its open platform, and a comprehensive suite of features that optimize agent efficiency.
With assistance from Amazon Web Services partner Bricom, the platform now facilitates multi-channel interactions—including inbound/outbound calls, website, app, and social media customer service—as well as automated self-service bots. Integration with the enterprise's CRM enables unified platform management and deeper business integration. The project implementation follows a phased approach:
Starting with comprehensive customer service channel planning, functionality is integrated based on business development needs.
The first phase deploys Amazon Connect to provide customers worldwide with a unified service experience, migrating voice services to the cloud and establishing unified country-specific hotline numbers for easier agent contact.
Subsequent phases incorporate various social media channels into unified text-based customer service, implement AI/ML and visualization reporting applications, and position AI/ML as the core of every interaction—delivering exceptional experiences for both customers and agents while reducing operational costs.
Bricom Capabilities
Amazon services adopted by Midea include: Amazon EC2, Amazon S3, Amazon EKS, Amazon API Gateway, Amazon Connect, Amazon Lex, Lambda, DynamoDB, QuickSight, Amazon Kinesis, Amazon Glue, Athena, and SSO
Rapid deployment, seamless experience, and efficient migration of customer contact center platform using Amazon Web Services
Swift implementation of multimedia channel chatbots with streamlined customer service workflows, enhancing agent collaboration and operational efficiency
End-to-end support from partners with specialized contact center expertise and proven service capabilities
Company Brief
Midea's headquarters is located in Foshan, Guangdong Province, encompassing five major business segments: smart home, building technologies, industrial technology, robotics and automation, and digital innovation. Currently, it has 200 subsidiaries, 35 research and development centers, and 35 major production bases, with operations spanning more than 200 countries and regions.