Retail and consumer

Retail and consumer: reading all of your customer feedback

Most relevant for: product, customer experience, and e-commerce teams with large feedback volumes

What you will get in the next 3 minutes

  • A routing design that covers 100 percent of feedback at low cost
  • How to detect new issues the taxonomy does not know about
  • How to keep classification accurate as products change

Reviews, support tickets, app store comments, and social posts hold the earliest signal about what is wrong with a product. Most organizations read a sample. People triage what they can, priorities follow whoever shouted loudest, and a problem is visible in the data for weeks before anyone connects it. Coverage, not insight, is the constraint.

Classification at volume is a task language models do well and cheaply. The harder and more valuable parts are detecting what is new, and delivering the right evidence to the right team.

The design

  1. Feedbackreviews, tickets, comments
  2. Preparecode: dedupe, language, spam
  3. Classifysmall model, structured output
  4. Groupcluster new and unmatched
  5. Summarizeissue brief with examples
  6. Ownerconfirms and acts
  7. Issue trackerlink, evidence, status
Classification at full coverage, with a separate path for issues the taxonomy does not know. Dark: model step. Orange: human decision. Green: stored record.
  • Prepare in code. Remove duplicates and spam, detect language, attach product and version metadata. Cheap, deterministic, and it keeps model spend on real content.
  • Classify with a small model. Each item gets a topic from your taxonomy, a sentiment, a severity, and the product area, returned as structured output so the result is always valid against the schema. This is the work Anthropic positions its smallest tier for: high-volume, latency-sensitive classification and extraction. On non-sensitive data, batch requests at half price suit a backlog.
  • Group what does not fit. Items that match no category confidently, or that cluster around a new term after a release, go to a separate path. A mid-tier model summarizes each new cluster with representative examples. This is how an emerging defect shows up as a brief before it shows up as a pile.
  • Route with evidence. A confirmed issue creates a ticket for the owning team with the count, the trend, the affected versions, and representative quotes. Owners should not need to open a dashboard to understand it.

The taxonomy is a product

Classification quality depends more on the taxonomy than on the model. Categories that overlap produce disagreement between people as well as models. Give the taxonomy an owner, a change process, and a version. When categories change, re-run the evaluation set against the new version, and keep the old labels so trends stay comparable.

Where people stay involved

  • High-severity items. Safety, legal, and regulatory mentions go to a person at once, with the model's classification as a hint and not a decision.
  • Taxonomy changes. A person accepts a new category before it goes live.
  • Sampling. A rotating sample of classified items is reviewed every week. The review keeps the evaluation honest after launch.

How to evaluate it

  • Stratified labeled sample. Label a sample that includes rare categories and ambiguous items, not only the common ones. A random sample hides weakness on categories that matter most.
  • Precision and recall per category. Report by category. Overall accuracy flatters a system that is wrong where it counts.
  • Agreement among people. Measure how often two reviewers agree on the same items. The system cannot beat that ceiling in a meaningful way, and a low number points to the taxonomy.
  • Detection lead time. On past incidents, how early would the new-issue path have raised it? Replay the history.
  • Drift. Track the distribution of categories and confidence over time, and alert on shifts.

The business case is simple to state and should be measured: how much feedback now gets read, how quickly problems reach their owner, and how much analyst time moves from sorting to deciding.

This is a reference design. It describes how we would build the system and cites Anthropic's documentation for platform facts. It is not a client case study, and the figures it uses are list prices or worked examples, not results.

Have a process like this?

Bring it to a 45-minute working session.

Book a working session

Sources

← Quality deviation triage Next: Shipment exceptions →