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Sentral and iCXeed unified customer support with Salesforce, Amazon Connect, and Bedrock-powered self-service, delivering smarter digital support and greater efficiency.
Sentral partnered with iCXeed to transform its customer support, integrating Salesforce Service Cloud Voice and Omnichannel with Amazon Connect into a unified contact centre and deploying advanced customer self-service using Amazon Bedrock. This solution enabled digital channel expansion, personalized automated support, and significant operational efficiency improvements.
Sentral's entire ecosystem was built on Salesforce, operating on Amazon Connect for voice-only interactions. The company identified critical gaps in their customer engagement strategy and approached iCXeed with specific requirements:
• Maintain their existing Salesforce ecosystem while expanding capabilities
• Enable comprehensive digital channel support beyond voice
• Implement intelligent automation to handle routine customer inquiries
• Transition to a true omnichannel contact centre solution
• Improve operational efficiency while maintaining service quality
The organization recognized that many voice interactions could be more effectively handled through a unified omnichannel solution with automated self-service options, creating an opportunity to transform their customer experience approach and reduce their total cost of operations while increasing customer convenience.
iCXeed leveraged the strategic partnership between Salesforce and AWS to deliver an integrated omnichannel solution:
Core Implementation:
• Deployed Salesforc's Service Cloud Voice and Omnichannel Contact Centre integrated with Amazon Connect for unified customer interactions. This integration maintained the preferred customer views within the Salesforce interface while leveraging Amazon Connect's advanced omnichannel interaction routing capabilities and intelligence.
• Built a digital genAI self-service concierge on Amazon Bedrock to handle over 250 customer inquiries. This solution offered the following capabilities:
• Leveraged Sentral's complete Salesforce knowledge base to enable contextual relevant responses
• Implemented advanced personalisation that factored customer context on specific Sentral product configuration
• Integrated the experience within the Sentral user interface
• Delivered enhanced analytics & operations capabilities:
• Enabled conversation analytics for quality insights
• Implemented automated QA evaluations
• Added forecasting for capacity planning and intelligent scheduling
Under the MSA effective March 18, 2024, iCXeed has been providing managed services and support for two (2) Amazon Connect Contact Centres operated by Global Payments. The purpose of the engagement is to optimize, reconfigure, and manage ongoing innovations and enhancements across the contact centre environment.
The managed support services include L1, L2, and L3 support desk services, ticketing and response SLA management, up to 40 hours of Managed Innovation Services (MIS) support per month, and up to 24 hours per month of change management and training support embedded free of charge per month.
One year after the initial project sign-off, iCXeed continues to provide ongoing operational and enhancement support under the managed services arrangement. On August 20, 2024, through a Project Change Form (PCF), the AWS Managed Service Support term was extended through April 30, 2025. Subsequently, on June 12, 2025, the AWS Managed Service Support was further extended through June 30, 2026.
In addition to the managed support services, Global Payments engaged iCXeed for several project initiatives. The Sentral SCC-AC project, which included a one-time implementation fee, was executed and signed by the client on July 3, 2025. Further, on October 2, 2025, Global Payments requested the Ezidebit Current Production to Development Environment Migration project, which was subsequently approved and signed on January 12, 2026.
Currently, the monthly allocation of 40 MIS support hours is primarily utilized to accommodate client feature requests, system enhancements, configuration changes, and continuous improvements that help optimize the performance and capabilities of their system (Amazon Connect and Salesforce) environment.
Freeing agents to focus on higher-value interactions.
Empowering teams with streamlined, efficient interactions.
Enabling teams to tackle complex, meaningful work.
Delivering exceptional experiences through intelligent automation.
"Working with iCXeed has been a seamless and collaborative experience. Their team has consistently brought clarity and momentum to our AI and CX initiatives, project managing with precision and solving challenges proactively. Their support has been key to accelerating our innovation."
Service Delivery Manager
Sentral
