Siegfried Schallenmüller

Siegfried Schallenmüller

Head of Innovation Programs, EMEA Amazon Web Services
Siegfried Schallenmüller

Siegfried Schallenmueller (Siggi) is a customer experience enthusiast. He joined Amazon Web Services in 2019 building the innovation advisory team in EMEA, now leading the digital innovation program in EMEA with focus on key themes as Customer Centricity, Digital Eco-System Innovation and Data Monetization. Prior to Amazon Web Services he held senior management roles with major system integrators. Human and Digital Customer experience design has always been his passion in B2C and B2B environments, working with leading retailers on personalized 1:1 e-commerce malls, building early Customer Service solutions for SmartTVs or IoT enabled service strategies. Siggi is a recognized expert and speaker on Customer Experience (CX) and co-author of NTT’s Global CX Benchmark Report. He lectures at various business schools on new ways of working and Customer Relationship Management. Since 2020 Siggi heads the HLG Group on Customer Centricity with CBCommerce, a pan-EMEA community of leading retailers.

Summit Day One - Tuesday, 7th October 2025 [CET]

9:35 PRESENTATION: TRANSFORMING CUSTOMER EXPERIENCE: TUI’S JOURNEY WITH AMAZON CONNECT

Join AWS customer experience thought leader Siegfried Schallenmüller and TUI's Director of Customer Services and Operations, Ramón Delima, as they unveil the remarkable transformation of TUI's customer service operations.

In this engaging session, discover how TUI, one of the world's largest leisure and tourism companies, leveraged Amazon Connect to revolutionise their customer experience strategy. Learn about TUI's journey from traditional contact centre operations to an AI-powered, omnichannel customer service powerhouse. The speakers will share TUI's digital transformation challenges and objectives, demonstrating how Amazon Connect enabled them to improve cost ratios, reduce average handling time, and avoid unnecessary contacts. You'll gain insights into the transformative impact of AI and automation on TUI's customer service efficiency, along with a forward-looking perspective on the evolution of AI in contact centres. Through real-world examples, you'll see how TUI is utilising cutting-edge features of Amazon Connect to deliver exceptional customer experiences.

Whether you're a customer service leader, a technology decision-maker, or simply passionate about delivering exceptional customer experiences, this session offers valuable insights into the future of cloud-based contact centres and AI-driven customer service innovation. Don't miss this opportunity to learn from industry leaders and gain actionable strategies for your own customer experience transformation journey. 

Check out the incredible speaker line-up to see who will be joining Siegfried.

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