Starting point
Customer feedback
Evaluate and route customer feedback automatically
Every review and piece of feedback from online platforms, email or a contact form is automatically sorted by topic and urgency and routed to the right place in the company. Critical feedback reaches the responsible person immediately, instead of sitting unnoticed in an inbox or review platform for days.
Process architecture
From a single review to the right reaction.
The process collects reviews and feedback from every channel in use, recognises topic, tone and urgency, and routes each case to the right place. Non-critical feedback is evaluated in aggregate, critical individual cases go straight to a named person – a reply is always drafted by a person, never automatically by the process itself.
01Input
Open quotes and their context come together.
The process starts with silence rather than a message: a quote that has had no answer for days. The leading system supplies the quote, its deadline and the contact, together with the correspondence already attached to the case.
2 Steps
02Process
The right message is derived from the state of the case.
The draft comes from the quote itself, not from a template full of placeholders. The rules then check whether a follow-up is allowed at all; anything outside the agreed frame goes to a salesperson.
4 Steps
03Output
The message goes out and the case stays traceable.
The follow-up sits in the same conversation as the quote, sales sees the current state without asking, and every attempt is documented on the case.
3 Steps
Source01Capture the feedback
A new review or piece of feedback comes in through a review platform, a contact form or email – via Microsoft Power Automate, Google Apps Script or a custom shared inbox, depending on the environment.Details
Capture the feedback
A new review or piece of feedback comes in through a review platform, a contact form or email – via Microsoft Power Automate, Google Apps Script or a custom shared inbox, depending on the environment.
Interfaces
- Microsoft Graph API
- SharePoint API
Next steps
- Add context
Data02Add context
Existing customer data and earlier reviews from the same person are added from the CRM or the point-of-sale system, where available.Details
Add context
Existing customer data and earlier reviews from the same person are added from the CRM or the point-of-sale system, where available.
Interfaces
- Azure AI Document Intelligence
- Mistral OCR
- Dataverse API
Next steps
- Recognise topic and tone
Action03Recognise topic and tone
A language model reads the text and assigns it a topic (product, service, delivery, price) and a tone ranging from clearly positive to clearly negative.Details
Recognise topic and tone
A language model reads the text and assigns it a topic (product, service, delivery, price) and a tone ranging from clearly positive to clearly negative.
Interfaces
- Power Automate
- Azure Functions
- Microsoft Graph API
Next steps
- Check urgency
Decision04Check urgency
The process checks whether the review, tone and topic exceed the defined threshold for a critical case, for example a very negative review or a publicly visible platform.Details
Check urgency
The process checks whether the review, tone and topic exceed the defined threshold for a critical case, for example a very negative review or a publicly visible platform.
Interfaces
- Azure OpenAI GPT
- Anthropic Claude
- AI Builder
Next steps
- Classify non-critical feedbackstandard case
- Present the critical caseexception
Approval05Present the critical case
Above the threshold, the responsible person receives the text, its context and a suggested reply before any public or direct response is given.Details
Present the critical case
Above the threshold, the responsible person receives the text, its context and a suggested reply before any public or direct response is given.
Interfaces
- Teams Adaptive Cards
- Power Apps
Next steps
- Classify non-critical feedbackafter approval
System06Classify non-critical feedback
Feedback below the threshold is filed by topic into the ongoing evaluation without triggering an individual case.Details
Classify non-critical feedback
Feedback below the threshold is filed by topic into the ongoing evaluation without triggering an individual case.
Interfaces
- Dynamics 365 API
- Azure Service Bus
Next steps
- Complete the reaction
- Inform the responsible people
Result07Complete the reaction
For critical cases, the approved reply is published on the original channel or sent directly to the person.Details
Complete the reaction
For critical cases, the approved reply is published on the original channel or sent directly to the person.
Interfaces
- Power BI API
- Teams Webhook
Next steps
- Archive the feedback
Result08Inform the responsible people
A daily or weekly overview shows the distribution of topics, the tone trend and open critical cases.Details
Inform the responsible people
A daily or weekly overview shows the distribution of topics, the tone trend and open critical cases.
Interfaces
- Power BI API
- Teams Webhook
Result09Archive the feedback
Every review is filed with its topic, tone, urgency and the reaction taken, searchable for later evaluation.Details
Archive the feedback
Every review is filed with its topic, tone, urgency and the reaction taken, searchable for later evaluation.
Interfaces
- Power BI API
- Teams Webhook
System landscape
The same process in three environments.
- Microsoft
Microsoft Graph API
Möglicher Baustein für die Microsoft-Systemvariante.
- Microsoft
SharePoint API
Möglicher Baustein für die Microsoft-Systemvariante.
- Microsoft
Azure AI Document Intelligence
Möglicher Baustein für die Microsoft-Systemvariante.
- Microsoft
Mistral OCR
Möglicher Baustein für die Microsoft-Systemvariante.
- Microsoft
Dataverse API
Möglicher Baustein für die Microsoft-Systemvariante.
- Microsoft
Power Automate
Möglicher Baustein für die Microsoft-Systemvariante.
- Microsoft
Azure Functions
Möglicher Baustein für die Microsoft-Systemvariante.
- Microsoft
Azure OpenAI GPT
Möglicher Baustein für die Microsoft-Systemvariante.
- Microsoft
Anthropic Claude
Möglicher Baustein für die Microsoft-Systemvariante.
- Microsoft
AI Builder
Möglicher Baustein für die Microsoft-Systemvariante.
- Microsoft
Teams Adaptive Cards
Möglicher Baustein für die Microsoft-Systemvariante.
- Microsoft
Power Apps
Möglicher Baustein für die Microsoft-Systemvariante.
- Microsoft
Dynamics 365 API
Möglicher Baustein für die Microsoft-Systemvariante.
- Microsoft
Azure Service Bus
Möglicher Baustein für die Microsoft-Systemvariante.
- Microsoft
Power BI API
Möglicher Baustein für die Microsoft-Systemvariante.
- Microsoft
Teams Webhook
Möglicher Baustein für die Microsoft-Systemvariante.
- Interfaces in use
Google Workspace APIs
Google environment: reads feedback from Gmail and sends notifications through Google Chat.
- Interfaces in use
REST API
Individual environment: reads reviews directly from review platforms and writes them to the CRM.
- Interfaces in use
Webhook
Forwards a new review immediately once a connected platform publishes it, instead of waiting for the next scheduled run.
- Interfaces in use
Azure AI Language
Recognises the topic and tone of feedback in the Microsoft environment.
- Interfaces in use
Google Cloud Natural Language API
Recognises the topic and tone of feedback in the Google environment.
- Possible apps & platforms
Microsoft Teams und Microsoft Outlook
Notification and shared inbox in the Microsoft environment.
- Possible apps & platforms
Gmail und Google Chat
Shared inbox and notification in the Google environment.
- Possible apps & platforms
Google Business Profile und Bewertungsportale
Source of publicly visible reviews, independent of the chosen environment.
- Possible apps & platforms
CRM-System
Holds customer data and earlier feedback in the individual environment.
Implementation in context
What the process does and what it deliberately leaves to people.
The process does not decide the content of a reply – it sorts and routes. What is said in response to a critical review is always decided by a person; the process only presents the case with context and a suggestion.
The environment determines the tools, not the process. In a Microsoft 365 environment recognition and notification run through Power Automate and Teams, in a Google Workspace environment through Apps Script and Gmail, in a self-hosted environment through a custom integration between review platforms and CRM. Which variant fits depends on where the company already runs its customer communication.
The urgency rule is clearly defined: a combination of a very negative tone, public visibility of the channel and, where available, customer value determines whether a case is presented immediately. Ambiguous cases – such as a sarcastic comment that is hard to classify – default to critical rather than being filed automatically into the non-critical collection.
All evaluated reviews remain searchable, filed with topic, tone and the reaction taken. That makes it possible to see over time whether a recurring topic signals a genuine need for action, instead of looking at every review in isolation.
Target picture
Every review is sorted by topic and urgency immediately. Critical feedback reaches the responsible person within a short time with context and a suggested reply, while non-critical feedback flows into an ongoing evaluation of topics and tone trends.
Expected benefits
- Critical feedback reaches the responsible person within a short time instead of only being found by chance.
- Reviews from every channel are evaluated consistently by topic and tone, no longer per channel in isolation.
- The reply to a critical case always remains a human decision; the process only prepares it.
- Recurring topics become visible through the ongoing evaluation instead of only after a manual summary.
- Positive feedback is not lost, flowing into the same evaluation as critical feedback.
- The process adapts to the existing environment instead of making an additional reputation management tool a precondition.
Prerequisites to start
- 01Access to the review platforms and contact channels in use, from which feedback can be read automatically.
- 02A defined threshold for which combination of tone and visibility counts a case as critical.
- 03A named owner for critical cases per channel or topic area.
- 04A CRM or comparable storage for customer data, if earlier reviews should be taken into account.
- 05A decision on the environment: Microsoft 365, Google Workspace or self-hosted – and the matching access rights.
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- Microsoft Graph API
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Sales & quotes
Follow up on open quotes automatically
Every quote that stays unanswered is followed up automatically, at the agreed interval and in the same conversation as the quote itself. The process builds on the environment already in place – Microsoft 365, Google Workspace or a self-hosted ERP – and sales only decides the exceptions.
Every open quote has a defined follow-up path that works without a person remembering it. Sales can see which quotes are still alive and is only needed where a decision is due. What remains on each quote is a traceable series of attempts instead of an assumption.
- Microsoft Graph API
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Email & intake channels
Understand and route incoming messages automatically
AI identifies requests, attachments and priorities, then moves every message into the right downstream workflow with clear controls.
Faster response times, consistent ownership and a traceable status from the first customer contact.
- Microsoft Graph / Gmail API
- CRM- oder Ticket-API
- Webhook / REST
- Outlook & Microsoft Teams
Sales & quoting
Turn customer inquiries into finished quotes automatically
Every customer inquiry from the shared mailbox and the web form is extracted, priced against the item master and the agreed terms, and sent as a complete quote. Only unmatched lines or discounts outside the rules reach inside sales; everything else leaves the company the same day.
Every inquiry leads to a complete quote with a number, line items and a validity period on the same day. Inside sales only decides where the match is missing or the price leaves the agreed rules, and each of those decisions stays on the case with its basis.
- Microsoft Graph / Gmail API
- Azure AI Document Intelligence / Google Document AI
- Azure OpenAI Service / Vertex AI / Ollama
- ERP REST / OData / Google Sheets API
Finance and receivables
Send payment reminders from overdue invoices automatically
Every overdue open item from Microsoft Dynamics 365 Business Central, DATEV or the line-of-business system is checked against due date, grace period and reminder level and sent as a payment reminder through Microsoft Outlook or Gmail. Only blocked customers, missing recipients and amounts outside the agreed level go to finance; everything else leaves the same day.
Every overdue open item receives the next allowed reminder from the stored template as soon as due date and grace period are met. Only blocked customers, missing recipient addresses and amounts outside the agreed level reach finance as a case ready for a decision. Send, reminder level and record sit in the system of record, not in a private list.
- Microsoft Graph API
- Gmail API
- REST API
- Webhook
Accounting & invoicing
Create and send compliant e-invoices automatically
Every approved outgoing invoice is turned into a structured e-invoice in XRechnung or ZUGFeRD format, checked for mandatory data and sent over the agreed channel. Only invoices with incomplete or conflicting details reach the accounting team first; everything else leaves the company in the same run.
Every approved invoice is created, checked and sent as a compliant e-invoice over the agreed channel in the same run. Accounting only corrects incomplete or conflicting details, and every sent version is archived audit-safe together with its proof of sending.
- REST API
- ZUGFeRD und XRechnung
- Microsoft Graph API
- Gmail API
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