Three options for the approval process
1. Manual approval of customer reviews - the conventional approach
- Advantages: Manual approval offers maximum control over the content, as each feedback is reviewed individually.
- Disadvantages: It is inefficient as it causes slower response times and requires high personnel costs, especially with an increasing volume of feedback.
2. Semi-automated approval – the middle ground approach
- Advantages: Pre-categorisation by AI speeds up processing and saves the team a considerable amount of work, as less feedback needs to be reviewed manually.
- Disadvantages: Despite this support, a final human review remains necessary, which limits the degree of automation and continues to tie up resources.
3. Fully automated through AI – the new approach
- Advantages: This approach offers maximum efficiency, as the assessment is processed in real time. In addition, the system can easily be scaled without the need for additional human resources.
- Disadvantages: There is a risk of incorrect decisions being made by the AI, as it does not always land on the correct interpretation. In addition, companies have less direct control over the process and must trust in the technology.
ROI with novomind iPIM: a sample calculation shows how
It’s worth comparing – what is right for your company?
The choice of the right model for approving customer reviews depends largely on the industry, the size of the company and the specific customer service requirements. Companies in e-commerce, social networks or other areas with high volumes of reviews often benefit from fully automated systems. These can process large volumes of customer reviews, comments, and inquiries in real time, enabling a rapid response. This is a decisive advantage, especially for corporations working across the globe, allowing them to respond to customer needs promptly.
Cost-benefit analysis
Although manual approval processes offer the highest degree of control, they are extremely resource intensive. The staff time required means high personnel costs and also entails the risk of human error. Errors such as overlooking important feedback or incorrectly categorising critical feedback can occur, especially with a high volume of evaluations or when staff are under time pressure, and these can have a negative impact on customer loyalty.
Semi-automated systems offer a good compromise. They relieve the burden on staff by automating certain tasks, but still require manual control for complex or particularly sensitive content. Although this significantly reduces the workload, they are not completely error-free and can still tie up human resources.
Fully automated solutions are the most efficient method in the long term, as they function without significant human intervention. After the initial implementation and training of the system to company-specific requirements, it can process an enormous amount of feedback.
Future outlook
With novomind, you already have the flexibility to test the right approach for your company. Whether you prefer a combination of man and machine or fully automated processes – novomind iPIM AI User Feedback already offers you all the options today. The AI-based solution in novomind iPIM supports you in the (semi-) automation and approval decision of customer reviews and includes various configurable review criteria. In practical terms, the reviews can be transferred directly to the corresponding product data in iPIM after the review and are then available for your website.
Takeaway
In the meantime, however, partially or fully automated approval is becoming increasingly popular, as the underlying methodology is becoming ever more refined.
PXM: How product experiences drive omnichannel commerce
