Public Case Study
AI-Powered Call Analytics on AWS
Client Overview
Client
Industry
Use Case
Platform
Implementing Partner
Client Overview
Client
Industry
Use Case
Platform
Implementing Partner
Executive Summary
Lakshmishree’s team used to manually listen to a small sample of call recordings — typically 5–10% — and score them using subjective criteria that varied across reviewers. This process took 2–3 days per review cycle and left the majority of calls unanalyzed, with compliance violations going undetected until customer complaints surfaced. Management had no visibility into Relationship Manager (RM) performance, no consistent scoring framework, and no way to provide targeted coaching.
Infimatrix deployed a fully serverless, AI-powered call analytics pipeline on AWS using Amazon Bedrock, Amazon Transcribe, Amazon Transcribe Call Analytics, and Amazon Comprehend. The solution automatically transcribes, analyzes, and scores 100% of English customer calls within minutes of upload — producing quality scores (1–10), coaching briefs, compliance flags, and red flags delivered through interactive Amazon QuickSight dashboards accessible to management at RM-level, branch-level, and network-wide views. The entire solution is deployed in the AWS Mumbai Region (ap-south-1) to meet data residency requirements, with KMS encryption, CloudTrail audit logging, and secure ingestion via API Gateway.
The Challenge
Manual, Inconsistent Call Reviews
Only a small sample of calls were reviewed manually. Subjective scoring varied across reviewers, providing no reliable quality baseline.
No RM Performance Visibility
Management had no systematic way to track RM performance in pitching, objection handling, or script adherence across branches.
Invisible Coaching Gaps
Over-reliance on a few SMEs created bottlenecks and single points of failure.
No Call Quality-Outcome Correlation
No way to correlate call quality with conversion rates, activations, or customer retention - good calls were indistinguishable from poor ones.
PII Exposure Risk
Sensitive customer data (PAN, Aadhaar, account numbers) shared on calls posed regulatory risk with no detection mechanism in place.
Compliance ViolationsUndetected
Unauthorized promises, missing risk disclosures, and regulatory violations went unnoticed until customer complaints surfaced.
No Consistent Scoring Framework
No standardized, objective scoring rubric was applied uniformly across all RMs and branches — subjective assessments varied by reviewer
The Solution
Infimatrix Technologies implemented a fully serverless, event-driven call analytics pipeline on AWS. The solution is deployed within the AWS Mumbai Region (ap-south-1), secured with KMS encryption at rest, authenticated access via Amazon API Gateway, and full observability through Amazon CloudWatch and AWS CloudTrail.
Every call recording is automatically ingested, transcribed, analyzed, and scored within minutes — no manual intervention, no batching, no scheduled runs. The pipeline handles each call individually, event-driven from upload to output.
Business Outcomes
KPI
Before
After
How Measured
Call Quality Review Coverage
5–10% of calls manually reviewed
100% of calls automatically analyzed
Pipeline processing logs
Time to Generate Call Insights
2–3 days per manual review cycle
Under 5 minutes per call
Step Functions execution metrics
Compliance Violation Detection
Reactive - detected only after customer complaints
Proactive - flagged in real-time during processing
Red flags in Bedrock output
RM Scoring Consistency
Subjective - varied across reviewers
Objective - standardized AI-applied rubric
Quality score variance analysis
Coaching Quality
Ad-hoc, generic feedback
Per-call specific coaching briefs
RM score improvement over time
Coaching Quality
No detection or redaction mechanism
Automatic PII detection and redaction
Comprehend PII detection logs
Management Visibility
No dashboards or reporting
Real-time interactive QuickSight dashboards
Dashboard adoption and usage metrics
Post-deployment, the solution delivered the following outcomes across call quality management operations at Lakshmishree Investment & Securities:
Post-deployment, the solution delivered the following outcomes across call quality management operations at Lakshmishree Investment & Securities:
Key Benefits
- Data-Driven Decision Making : Enables correlation between call quality scores and business outcomes such as customer retention, and revenue per RM - turning call data into strategic intelligence.
- Scalable & Serverless Architecture : Fully serverless pipeline handles any call volume - from hundreds to thousands of calls per day - with zero infrastructure management and automatic scaling.
- Security & Regulatory Compliance : Deployin AWS Mumbai Region for data residency, with KMS encryption at rest, CloudTrail audit logging, and API Gateway access control — meeting SEBI regulatoryed requirements.
- Reduced Operational Overhead : Eliminates the manual review bottleneck entirely, freeing the quality team to focus on strategic coaching and compliance improvement rather than call sampling.
- Future-Ready Platform : Architecture supports adding new languages, CRM integrations, and additional additional analytics modules without re-engineering the core pipeline.
- Data-Driven Decision Making : Enables correlation between call quality scores and business outcomes such as customer retention, and revenue per RM - turning call data into strategic intelligence.
- Scalable & Serverless Architecture : Fully serverless pipeline handles any call volume - from hundreds to thousands of calls per day - with zero infrastructure management and automatic scaling.
- Security & Regulatory Compliance : Deployin AWS Mumbai Region for data residency, with KMS encryption at rest, CloudTrail audit logging, and API Gateway access control — meeting SEBI regulatoryed requirements.
- Reduced Operational Overhead : Eliminates the manual review bottleneck entirely, freeing the quality team to focus on strategic coaching and compliance improvement rather than call sampling.
- Future-Ready Platform : Architecture supports adding new languages, CRM integrations, and additional additional analytics modules without re-engineering the core pipeline.
Conclusion
Infimatrix Technologies successfully deployed a secure, enterprise-grade AI-powered call analytics pipeline for Lakshmishree Investment & Securities on AWS, built on three core pillars:
Security-First Design
Secure ingestion via API Gateway, KMS encryption at rest, deployment in AWS Mumbai Region for data residency, and a full audit trail via AWS CloudTrail — meeting SEBI and financial services regulatory requirements.
100% Automated Coverage & Data-Driven Coaching
Manual, sample-based reviews have been fully replaced by automated analysis of 100% of calls. Objective scoring and per-call coaching briefs give management and team leads the tools to develop RM performance at scale, with data rather than intuition..
Generative AI at Scale
Amazon Bedrock (Nova Lite) delivers multi-dimensional, per-call evaluation - quality scoring, script adherence analysis, coaching insights, compliance detection, and churn risk assessment - automatically, for every call.
This fully managed, serverless solution is applicable to any BFSI organisation seeking to modernise call quality management, strengthen compliance posture, and develop their advisor workforce through data-driven insights.
Conclusion
Infimatrix Technologies successfully deployed a secure, enterprise-grade AI-powered call analytics pipeline for Lakshmishree Investment & Securities on AWS, built on three core pillars:
Security-First Design
Secure ingestion via API Gateway, KMS encryption at rest, deployment in AWS Mumbai Region for data residency, and a full audit trail via AWS CloudTrail — meeting SEBI and financial services regulatory requirements.
100% Automated Coverage & Data-Driven Coaching
Manual, sample-based reviews have been fully replaced by automated analysis of 100% of calls. Objective scoring and per-call coaching briefs give management and team leads the tools to develop RM performance at scale, with data rather than intuition..
Generative AI at Scale
Amazon Bedrock (Nova Lite) delivers multi-dimensional, per-call evaluation - quality scoring, script adherence analysis, coaching insights, compliance detection, and churn risk assessment - automatically, for every call.
This fully managed, serverless solution is applicable to any BFSI organisation seeking to modernise call quality management, strengthen compliance posture, and develop their advisor workforce through data-driven insights.
About Infimatrix
Infimatrix Technologies Pvt. Ltd. is an AWS Partner specialising in Generative AI, cloud-native architecture, and digital transformation for regulated industries.
Generative AI
Amazon Bedrock
Call Analytics
RAG Solutions
AWS Solutions
BFSI Digital Transformation
About Infimatrix
Infimatrix Technologies Pvt. Ltd. is an AWS Partner specialising in Generative AI, cloud-native architecture, and digital transformation for regulated industries.