Overview

Chelsea Logistics partnered with iCXeed to become the first company in the Philippines to go live with Amazon Connect for both voice and messaging channels. This implementation transformed their customer support operations by deploying an AI-powered omnichannel contact centre solution, enabling 24/7 self-service, real-time tracking capabilities, and seamless support across voice, chat, social media, and email platforms.

The Challenge

As a leading shipping and logistics company in the Philippines, Chelsea Logistics recognized the need to modernise their customer contact centre infrastructure to meet the evolving expectations of Filipino travelers and cargo customers. The company faced several critical challenges:
• Limited channel availability - customers could only reach support through traditional voice channels
• Inability to provide 24/7 support for time-sensitive queries about sailing schedules, bookings, and cargo tracking
• No self-service options, resulting in high call volumes for routine inquiries
• Lack of unified customer experience across different touchpoints
• Need for scalable, cloud-based infrastructure to support business growth
• Desire to leverage AI and automation to improve response times and operational efficiency
• Requirement to maintain service quality while handling increasing customer interaction volumes


Chelsea Logistics sought a partner who could deliver a comprehensive cloud contact centre solution tailored to the unique needs of the Philippine shipping and logistics industry, while ensuring resilience, security, and responsiveness aligned with their fast-paced operations.

The Solution

iCXeed designed and implemented a comprehensive omnichannel contact centre solution leveraging Amazon Connect and AWS services.

Core Solution Architecture

Omnichannel Contact Centre Deployment

• Deployed Amazon Connect as the foundation for unified customer interactions across voice, chat, social media, and email
• Leveraged AWS's newly-launched local carrier integration for seamless Philippine telecommunications connectivity
• Configured contact flows specifically tailored to Filipino traveler needs and shipping industry requirements
• Established unified routing to ensure consistent, high-quality service regardless of customer's preferred platform

Generative AI-Powered Self-Service

• Built intelligent bot capabilities using Amazon Connect's built-in Generative AI features
• Enabled 24/7 automated responses to common customer queries:
  • Real-time sailing schedules
  • Booking status updates
  • Live cargo tracking
• Implemented conversational AI that can resolve complex issues automatically, significantly reducing customer wait times

Enhanced Agent Experience

• Deployed AI-powered sentiment detection to identify customer emotions in real-time
• Implemented automatic chat summarization for faster context understanding
• Enabled supervisors to identify where support is needed and intervene proactively
• Provided agents with intelligent tools to improve support quality and efficiency

This implementation represented a natural extension of Chelsea Logistics' existing cloud strategy with AWS, reinforcing their commitment to digital transformation across their infrastructure and operations.

Partnership Outcomes & Impact