In this post, we explore why Asure used the Amazon Web Services (AWS) post-call analytics (PCA) pipeline that generated insights across call centers at scale with the advanced capabilities of generative AI-powered services such as Amazon Bedrock and Amazon Q in QuickSight. Asure chose this approach because it provided in-depth consumer analytics, categorized call transcripts around common themes, and empowered contact center leaders to use natural language to answer queries. This ultimately allowed Asure to provide its customers with improvements in product and customer experiences.