Power of Language Automation: The Potential for Closing the Loop in Responding to Online Customer Feedback

Abstract

Online customer feedback management is playing an increasingly important role for businesses. Quickly providing guests with good responses to their reviews can be challenging, especially as the number of reviews increases. To address these challenges, this paper explores the response process and the potential for AI augmentation in the formulation and quality assurance of responses. As part of a design science research approach, it proposes an orchestration concept for humans and AI in intelligence co-writing in the hospitality industry and a novel NLP-based solution, which combines the advantages of human and AI in one application. The evaluation of the developed artifact shows that it is currently not possible to close the loop and automate the response process completely. This study describes the necessary components and provides transferable design knowledge. It opens possibilities for practical applications of NLP and further IS research.