Amazon Connect Customer Profiles now sends events when customers enter or exit segments

Amazon Connect Customer Profiles now sends segment membership events, enabling real-time and scheduled notifications when profiles join or leave segments like high-value or low-satisfaction customers. Previously, exporting full segments regularly and running custom scripts to find changes was resource-intensive, error-prone, and caused delays of hours. Segment membership events let Customer Profiles automatically evaluate membership changes and stream them directly to Amazon Kinesis Data Stream. For standard segments built on criteria, changes are detected near real-time as profile attributes update. For advanced segments using Spark SQL, period snapshots evaluate membership at configurable intervals and notify changes. Each event includes profile ID, segment name, operation type (join or leave), and whether the change occurred in real time or during a scheduled run, providing everything needed to activate outbound campaigns, personalization workflows, or retention actions in seconds. Segment membership events are available in all AWS regions where Amazon Connect Customer Profiles is offered. To get started, configure an Amazon Kinesis Data Stream in your domain settings and subscribe to segments. For more information, see the admin guide and product page.

Why it matters

This update impacts businesses that need to automate and streamline customer engagement and marketing activities. Real-time detection of segment changes enables faster responses.