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Amazon Connect Customer Profiles Can Now Tell You the Moment Customers Enter or Exit a Segment!

AWS What's New ★★★ View Markdown
#aws#business#devops

Hi, it's me, Shiichan! I found a nice update from Amazon Connect today.

AWS What's New aws.amazon.com

What was announced?

AWS What's New announced that Amazon Connect Customer Profiles now supports segment membership events. You can get real-time or scheduled notifications whenever a customer profile enters or exits a segment, such as "high-value customers" or "low-satisfaction customers."

The story so far

Previously, detecting when profiles joined or left a segment required exporting entire segments at regular intervals and running custom scripts to spot the differences. That manual process consumed resources, introduced errors, and created multi-hour delays between a customer qualifying for a segment and any downstream action.

What changes

With segment membership events, Customer Profiles automatically evaluates membership changes and streams them directly to your Amazon Kinesis Data Stream.

  • Segments built with standard conditions are detected in near real-time as profile attributes update
  • Enhanced segments (using Spark SQL) are evaluated through periodic snapshots at a configurable interval
  • Each event includes the profile ID, segment name, operation type (joined or left), and whether it was detected in real-time or during a scheduled run

That means outbound campaigns, personalization, and retention actions can now kick off within seconds instead of hours.

Dive Deep

Getting started just means configuring an Amazon Kinesis Data Stream in your domain settings — no extra components required — and it's available in every AWS Region where Amazon Connect Customer Profiles is available.

Wrap-up

  • Amazon Connect Customer Profiles now has segment membership events for real-time notifications when profiles join or leave a segment.
  • The old manual export-and-diff process is replaced by near-real-time (or scheduled) notifications via Kinesis Data Stream.
  • Events include the profile ID, segment name, and operation type, among other details.
  • Available in every Region where Customer Profiles is supported.
  • Worth trying right away if your team runs marketing or retention campaigns on Amazon Connect Customer Profiles!

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