Amazon Connect Customer Profiles launches new segmentation capabilities (Beta)

Amazon Connect Customer Profiles now offers new segmentation capabilities powered by Spark SQL (Beta), enabling you to build sophisticated customer segments using your complete Customer Profiles data with AI assistance.

You can:

• Access complete profile data: Use both custom objects and standard objects for segmentation
• Leverage SQL capabilities: Join objects, filter with statistical functions like percentiles, and standardize date fields for complex analysis
• Build segments with AI assistance: Use natural language prompts with the Segment AI assistant to automatically generate segment definitions in Spark SQL, or write SQL directly
• Validate before deployment: Review AI-generated SQL, view natural language explanations, and get automatic segment estimates

For example, you can create segments like "customers who called customer services more than 3 times in the past month about new purchases they made" or "high-value customers in the 90th percentile of lifetime spend" to enable precise targeting for outbound campaigns and personalized customer experiences.

These new segmentation capabilities are offered alongside existing segmentation features. Both integrate seamlessly with segment membership calls, Flow blocks, and Outbound Campaigns, allowing you to choose the approach that best fits your use case.

Getting started: Enable Data store from the Customer Profiles page to use the new segmentation capabilities

Availability: Available in all AWS regions where Amazon Connect Customer Profiles is offered.

For more information, see Build customer segments in Amazon Connect in the Amazon Connect Administrator Guide.